Marketing Attributes
Marketing attributes are the product characteristics used to position and sell a product, such as benefits, claims, style and perceived quality.
What is Marketing Attributes?
Marketing attributes are the product characteristics a business uses to position and sell a product: the benefits, claims, style and story that tell a buyer why it fits their needs. In marketing, a product attribute is any feature a customer can judge, from price and quality to design and brand. Marketers split product attributes into tangible ones you can measure, such as size, material or battery life, and intangible ones customers perceive, such as comfort, prestige or ease of use. Marketing attributes are mostly the second kind, or they turn the first kind into a benefit: a long battery life becomes 'lasts a full week of commuting'. They differ from technical attributes, which record facts for filters and feeds, and from consumer or customer attributes, which describe the buyer (age, location, interests) rather than the product. In a PIM you store them as separate fields with attribute management, so each channel can use the right one.
Why Marketing Attributes matters for e-commerce
Shoppers rarely buy on specs alone. Marketing attributes turn facts into reasons to buy, and they feed many places at once: product titles and descriptions, Google Shopping product highlights, marketplace bullet points, ads and on-site badges. When these attributes live in free text, every channel gets a different version and nobody knows which claim is current. Stored as separate, structured fields next to the technical data, they can be reused per channel, checked for completeness and updated in one place when a claim changes. That structure also makes them usable for AI writing tools, which produce better descriptions when they get clear benefits and use cases as input.
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Score one product's data quality
Enter a title, description, meta fields and attributes. You get an overall score out of 100, a score per category and the first fixes to make, using your industry's preset.
Examples of Marketing Attributes
- 1Attribute: Sustainability claim, Value: Made from recycled ocean plastic, Channel: webshop and social ads
- 2Attribute: Key benefit, Value: Keeps drinks cold for 24 hours, Based on: double-wall vacuum insulation
- 3Attribute: Use case, Value: Ideal for daily commuting, Channel: Google Shopping product highlight
- 4Attribute: Award, Value: Red Dot Design Award winner, Channel: product page badge
How WISEPIM Helps
- Separate fields for selling points: with attribute management you keep benefits, claims and use cases apart from technical specs.
- AI enrichment: WISEPIM's AI fills descriptions and attributes from your product data and web research, for you to review.
- Reusable copy per channel: Template Strings and Content Logic build titles and bullets from your attributes, so each channel gets the right format.
- Consistent prompts: save the instructions that work in the Prompt Library and test new ones in the Prompt Lab.
Common mistakes with Marketing Attributes
- Mixing marketing claims and technical specs in one text field, so neither can be reused or filtered.
- Using vague phrases like 'high quality' instead of a specific benefit the customer cares about.
- Making claims, such as eco-friendly or award-winning, that you cannot back up.
- Using the same benefit text on every channel, regardless of format and audience.
- Never updating selling points after reviews or returns show what customers actually value.
Tips for Marketing Attributes
- Start from the customer's problem and write the benefit that solves it, then link it to the spec that proves it.
- Store each selling point as its own attribute so you can reuse it in titles, bullets and ads.
- Read reviews and support questions to find the words customers use for what they value.
- Keep proof for every claim, such as a certificate or test result, next to the product data.
- Review marketing attributes each season and after big changes in reviews or returns.
Trends around 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.
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