E-commerce: the importance of multimedia content

Simplify the management of your product content!

The Editorial Staff
Content Intelligence Network

Have you ever wondered why an image is worth a thousand words? Simple, because it has the power to teleport us in a different place, tying us to that feeling inextricably.

The same goes for e-commerce. Online and retail purchase volumes are aligning, but if we want our products to emerge in this bulimy of possibilities on the Net we must compensate for the absence of physical interaction characterizing the digital experience with visual elements that can tug at one’s heartstrings.

Accompanying photographs and videos to the technical information has the unquestionable advantage of attracting the visitor’s attention and make them live an immersive shopping experience.

You will certainly not be missing the in-store experience, if you come across a product page complete with still life images, where the product’s features stand out clearly against a white background, allowing you to explore several perspectives, but also lifestyle pictures showing the item in a real situation, together with illustrative and demonstrative videos (the famous "how to").

All this, however, must come together with a good User Experience: multimedia content must maintain high playback quality regardless of the sizes and formats, ensure optimal loading speeds on the site, and be flexible with all mobile devices (smartphones, tablets).

This aspect also affects SERP positioning. Here’s another sensitive area: just are few e-commerce companies optimize their multimedia content for SEO.

In most cases, files are uploaded with the default name assigned directly by the machine, thus without exploiting the power of keywords such as title, description and support alt tag, which crawlers analyze in order to index a page.


The multimedia files management handbook

What’s certain so far is that managing these types of content is not easy, there are many things to do. Someone might say, "You can always resort to a PIM!" For those who don't know, a PIM (Product Information Management) is a tool that centralizes product information on a single platform, making it easily retrievable and avoiding its scattering across departments.

Yeah, that’s true. But these tools allow very limited management of multimedia assets: despite being part of the product sheet as much as text data, multimedia content is not classified together with the corresponding product information, and linking them would take great manual effort

When we populate our e-commerce, along with product information we need to find instantly any Marketing content (images, videos, etc.) related with that particular product. For this reason, our e-commerce should be built on a DAM (Digital Asset Management).

Take THRON, an Intelligent DAM which can be integrated with your PIM: its semantic engine, based on powerful Machine Learning algorithms, automatically classifies the content uploaded to the platform, and does so respecting the brand’s taxonomy (= tag dictionary).

In this way, we use the product tags from the taxonomy to instantly retrieve, through the search engine of the DAM, all the material related to a particular product, which is no longer scattered across different platforms and users (e-mail, private profiles, cloud archives, etc.).


A streamlined distribution

Earlier we mentioned the importance of User Experience. When we upload content to a product page in our e-commerce we often use different media players, specific to each content format (e.g. Youtube embed, Acrobat Reader…).

The integration of different players means maintenance costs and possibly also inefficiencies, due to operational problems and slowdowns. THRON has a Universal Player that supports any content: the DAM feeds your e-commerce automatically, adapting in real time the quality of content to the device used and the bandwidth available. This is ensured by features such as Real Time Image Editor (RTIE) and dynamic streaming.

The result is an optimized, streamlined and always high performing delivery. In terms of SEO positioning, the responsiveness and loading speed of your product pages will be rewarded on search engines. Not to mention that "under the hood" the content on THRON platform include title, description and alt tags, as they have already been indexed automatically by AI algorithms.

Useful, isn't it?