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Marketing Attributes

Product management1/5/2026Intermediate Level

Marketing attributes are product characteristics designed to highlight benefits, drive engagement, and differentiate products for promotional purposes.

What is Marketing Attributes? (Definition)

Marketing attributes are product characteristics used to persuade customers and drive sales. They focus on the benefits and emotional appeal of a product rather than just its raw data. While technical specs cover facts like dimensions or weight, marketing attributes highlight why the product matters to the buyer. Common examples include: * Eco-friendly materials * Award-winning performance * Luxurious feel * Intuitive design These attributes help brands differentiate their products in a busy market. They are essential for writing persuasive descriptions and building targeted marketing campaigns. With WISEPIM, businesses can easily organize these creative details alongside technical data to ensure a consistent brand voice across all webshops.

Why Marketing Attributes is Important for E-commerce

Marketing attributes are descriptive details that highlight the benefits and unique selling points of a product. While technical specs focus on facts like size or weight, marketing attributes explain why a customer should want the item. They help shoppers understand how a product fits their needs or solves a specific problem. These attributes play a key role in how customers find products. They power search filters, comparison tools, and personalized recommendations on a webshop. By using clear and descriptive labels, businesses make their products more visible and easier to understand. WISEPIM allows users to manage these details in one place, ensuring that product stories remain consistent across all sales channels. This clarity helps build customer trust and increases the chance of a sale.

Examples of Marketing Attributes

  • 1A smartphone uses 'Bright screen for easy reading' as a marketing attribute, while the technical spec lists a '6.1-inch OLED display'.
  • 2A jacket uses 'Keeps you dry in any weather' as a marketing attribute, while the technical spec lists '100% polyester with DWR coating'.
  • 3A coffee machine uses 'Cafe-quality espresso at home' as a marketing attribute, while the technical spec lists '15-bar pump pressure'.

How WISEPIM Helps

  • WISEPIM provides specific fields for marketing data. This helps you write detailed product stories that engage your customers.
  • You can adjust marketing text for different sales channels inside the PIM. Use short descriptions for ads and longer ones for product pages.
  • Marketing attributes help you build better website filters. This makes it easier for customers to find your products when they search.

Common Mistakes with Marketing Attributes

  • Mixing marketing details with technical specs. This creates boring descriptions that repeat the same information.
  • Using vague words like 'high quality' instead of explaining the specific benefits a customer will get.
  • Using the same marketing text for every sales channel. This makes the message feel irrelevant to different groups of buyers.
  • Changing how you describe products on different websites. This confuses shoppers and makes them trust the brand less.
  • Failing to update product descriptions when market trends change or customers provide feedback.

Tips for Marketing Attributes

  • Research your market and competitors. Find what makes your product special. Use these details as marketing attributes to show how you solve customer problems.
  • Turn technical specs into benefits. Instead of saying '2.4 GHz processor', say 'fast performance for smooth multitasking'. This helps customers understand the value.
  • Use A/B testing to see which attributes work best. Compare different headlines and descriptions on your product pages to see what customers prefer.
  • Manage all marketing attributes in a PIM system like WISEPIM. This keeps your data consistent. It also makes it easy to update every sales channel at once.
  • Update your marketing attributes often. Make sure they match current trends and what customers expect. This keeps your product information relevant as things change.

Trends Surrounding Marketing Attributes

  • AI-driven attribute generation and optimization: Leveraging AI to analyze market data, customer reviews, and competitor information to suggest and refine compelling marketing attributes automatically.
  • Personalized attribute display: Dynamically presenting marketing attributes to individual customers based on their browsing history, preferences, or demographic data for enhanced relevance.
  • Sustainability and ethical sourcing as core attributes: Increasing emphasis on 'eco-friendly', 'recycled content', 'ethically sourced', and 'carbon-neutral' as primary marketing attributes to appeal to conscious consumers.
  • Headless commerce flexibility for attribute syndication: PIM systems providing APIs to feed rich, channel-specific marketing attributes to various front-end experiences (web, mobile, IoT) without content limitations.
  • Automated content syndication for marketplaces: Automating the distribution of optimized marketing attributes to diverse sales channels, including major marketplaces and social commerce platforms, ensuring consistent and competitive product presentation.

Tools for Marketing Attributes

  • WISEPIM: Centralizes, enriches, and syndicates marketing attributes, ensuring consistency and quality across all e-commerce channels and touchpoints.
  • Akeneo: A leading PIM solution for managing comprehensive product information, including marketing attributes, and orchestrating product experiences.
  • Salsify: Offers a Product Experience Management (PXM) platform to create, manage, and syndicate rich product content and marketing attributes across digital channels.
  • Shopify/Magento: E-commerce platforms where marketing attributes are displayed on product detail pages, used in product filters, and aid in SEO.
  • Google Analytics/Hotjar: Analytics and user behavior tools used to measure the engagement and effectiveness of marketing attributes on product pages.

Related Terms

product attributeproduct contentdata enrichmentproduct detail page pdpchannel specific content

Also Known As

Promotional attributesValue propositionsSelling points