Product Experience Management (PXM) refers to the product-related presentation of a digital customer experience. It describes the processes, tools and activities involved in standardizing, optimizing and distributing a brand’s digital portfolio.
PXM is important as it helps brands to deliver product information in the right context, for the right channel. When you apply PXM principles to your sales and marketing, you can help ensure that every asset and every piece of content is adapted to suit the distribution path and locality it is targeted at—across every touchpoint the customer has with your brand. This optimizes the buying experience, reduces margin for error, and improves brand awareness and brand consistency.
Effective PXM software needs to operate across every channel that a business uses; including marketing automation tools, e-commerce platforms, and digital advertising networks. It should include every relevant content asset from product descriptions and imagery, marketing messages, and advertising content.
The right images will be matched with the correct product descriptions and prices, text will appear on the correct website domains in the language of the user, relevant ads will be distributed to the best digital advertising platforms, the most appropriate messaging on social media channels, and so forth.
PXM works best when connected to a digital asset management system. Read our recent blog on DAM x PXM to find out how global CPG products manufacturer Church and Dwight are benefitting from this combo.