Product or stock feed management is at the heart of today’s marketing communication and shopping channels, whether it’s for dynamic advertisements, product listings, international sales partners, or email marketing programs.
With the use of data feeds and intelligent targeting, online stores and travel companies are able to match their inventory of real or service products with specific customers.
However, if you want to be effective with feed-based advertising, you must first examine and optimize your product feed. As the core of your customer-facing assets, your feed has a big impact on your results. If you’re running an e-commerce or trip marketing business, you’re responsible for ensuring that your feed management skill is of the greatest possible quality!
Have no idea where to start? You must adhere to a set of five simple yet fundamental rules:
All attributes of a high-performing data stream are up-to-date which is the soul of effect feed management. This not only entails updating the feed on a regular basis with your latest products, but it also necessitates keeping accurate product availability and pricing.
Timeliness can also be used to your advantage by marketing offers or discounts that are tied to specific seasons or events. In terms of driving performance, they can be effective.
The frequent changes in feed specifications for different channels also need keeping up to date. It’s important to ensure that your feed is prepared in accordance with the most recent guidelines.
The performance of a data stream will be significantly reduced if the feed management contains inconsistent or untidy data. It’s possible that a feed with poor data will be denied entirely.
To put it another way, data cleansing is critical. An error-free product description is essential. Your product is no exception to the rule when it comes to data cleansing. Don’t use the same phrases twice, don’t use multiple white spaces, and don’t use faulty HTML in your feed.
It’s critical that a feed has no blank or omitted necessary fields or attributes. In addition to the potential for poor technical performance, the lack of data will almost certainly result in the feed being rejected by the majority of channels. Even if your partial feed is authorized, even a small fraction of your offers could cost you a lot of money.
It’s also less likely that people will buy or schedule with you if they can’t find all the information they need. Check your feed to see if there are any empty areas and fill them in with relevant content.
If you want any retail or leisure brand provider to appear on a certain export channel, all of your feed management will need to be adjusted so that they adhere to the specific requirements of that channel.
Not only does this require you to fill in all of the required elements (preferably also filling in the optional fields), but it also requires you to check that the formatting is accurate and corresponds to the requirements.
Making sure that your data feed follows all of the above rules should help customers find you. But for it to really get their attention, it needs to be interesting as well. Spend time on your titles and characterizations, and make sure your pictures are good. In retail, pictures of products should be on a white background as well as show the item from different angles. But when it comes to travel, bright colors and emotional appeals tend to have a bigger effect.
Some platforms, like Facebook, let you do a lot of different things. Here, you should think about adding customer feedback and/or a promotional memo to your dynamic images, or you could go one step and further replace this same picture with a product video.
The Final Thoughts
If you want to ensure that the feed you supply to all advertising and retail chains is of the highest possible quality, it is crucial that you follow these five criteria. If you implement these best practices, not just will your information be more useful, but the stability and adaptability of your company will also improve.
If you have a lot of data to work with, adjusting and optimizing your feed won’t be an easy process for you to tackle. Having the appropriate feed management solution, on the other hand, will allow you to not only save a significant amount of time but also obtain the highest potential level of performance from your product data.