As a Product Marketer, there’s pressure to do more of everything, from campaigns to releases. Thus, there’s an opportunity cost associated with not having control over your product information– time you spend on searching for the right information is time you’re not spending on sales and marketing.
This means you need systems and processes that help teams collaborate more efficiently and free up resources to focus on adding value. The right system support means the same resources can do more in less time, they can be more creative rather than administrative. And it adds more value by creating richer product information.
Jimmy Ekbäck, Executive Vice President Product & Services, inRiver
Although online shopping has continued to increase in both frequency and dollars year over year, it still only makes up about 10% of B2B sales transactions. However, online shopping influences many more transactions, even in B2B buying. B2B buyers want to make informed purchases with the least amount of friction possible—a trend that is illustrated by the increase in ratings and reviews, price and feature comparisons, and shipping options offered on B2B eCommerce sites.
B2B online shopping and purchasing will continue to increase; according to Google, the value of physical goods ordered via digital channels is expected to grow another 15% in 2017. With more than 100 billion searches per month originating on Google’s search engines, the company is instrumental in connecting brands and consumers. As mentioned in a previous blog, your eCommerce presence on Google Shopping is critical, because many product searches originate on google.com.
inRiver is partnering with Google to make it easier and more effective for our manufacturing customers to take advantage of the nascent Google Manufacturer Center (GMC). inRiver strives to enable enterprises to enrich product information so that they can tell perfect product stories, regardless of sales channel.
Google furthers this campaign for complete and accurate product information through the GMC. As the manufacturer of products, you have the deepest knowledge of your products and should be the ultimate authority on what information is displayed across your sales channels and throughout the buyer journey. Together with Google, inRiver can help you influence the accuracy, completeness, and consistency of the product information that is being syndicated to Google Shopping.
inRiver manufacturing customers, such as TOPS Products, are already taking advantage of the many benefits of the GMC—relevant searches based on key words, authority over syndicated product information, and comprehensive (and free!) analytics. And it is even easier to leverage this tool through the GMC Connector from inRiver, which “auto-magically” maps inRiver fields to GMC fields.
We invite you to take a look at the Google Manufacturer Center as an option to provide better product information, a more enriching brand experience, and improved eCommerce performance. And we are here to help get you easily connected with your product information! Download our Google Manufacturer Center Connector Solution Brief for more information.
Kathryn Zwack, Senior Content Marketing Manager North America, inRiver