In today’s disruptive digital commerce landscape, manufacturers and distributors alike must do better to showcase brand value through end customer and trading partner experiences. To avoid a “race to the bottom” competing solely on price, differentiation relies on aligning your product data with compelling marketing assets and content that emphasizes your expertise. Mastering, publishing and scaling this capability across all your sales channels and trading partners is the challenge. To pull it off gracefully, you’ll need to extend your attribute framework beyond the eCatalog, driving content in context to tell the customer-centric story.
This session will explore how 3M Company, one of the world’s largest industrial manufacturers, has approached the creation of a Content Clearinghouse to support customer-centric product and content alignment for direct sales, brand sites, distributors and trading partners. Jeannine Bartlett, Earley Information Science’s Chief Digital Strategist, and Russ Vander Wiel, 3M Digital Marketing Operations, will discuss how 3M is leveraging key customer-facing attributes to present localized product assortments, content and expertise for their iconic brands.