Most organizations recognize the importance of product information management (PIM) and digital asset management (DAM) systems for achieving omnichannel success and digital maturity.

However, when it comes to understanding PIM, only about 50% of respondents using PIM software felt their organizations had a “good” or “very good” understanding, while 15% reported little to no understanding, according to the Ntara 2024 Manufacturers Digital Commerce Benchmark Study, which surveyed 158 manufacturers.

PIM, DAM technology can go a long way for B2B companies

PIM applications allow users to create, manage, and distribute product information — such as content, pricing, and inventory — across multiple channels. Similarly, DAM systems are essential for managing digital assets, ensuring that owners and authorized users can efficiently perform operations on these files.

“To become leaders in digital commerce, businesses must treat the implementation of PIM and DAM software as crucial to a broader Product Experience Management (PXM) strategy,” according to the Ntara survey. “Success in digital commerce demands continuous analysis, feature iteration, and effective change management.”

Advanced PIM users in the survey identified syndication and enhanced marketing capabilities as key drivers for adopting a PIM system. These companies focus on expanding their product offerings and entering more markets, rather than just maintaining a “single source of truth” for product data. Notably, these advanced users tend to outperform other companies, including those that either don’t use PIM or have more limited PIM capabilities.

Additionally, advanced PIM companies view PIM as a central hub for product data, but with a broader perspective. They recognize that PIM can accelerate business growth by enabling faster channel expansion and delivering richer customer experiences, according to the survey.

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