Salsify: focus on product activation on the “Digital Shelf”
Salsify is a leading Product Experience Management (PXM) platform, particularly focused on the needs of brands (manufacturers) to manage and distribute their product information across the entire “Digital Shelf”—that is, all the digital touchpoints where their products are sold or discovered (retailer e-commerce sites, marketplaces, social media…). It combines PIM functionalities, light DAM capabilities, and, crucially, advanced content syndication tools.
Key features of Salsify
The platform is designed to help brands win on the digital shelf:
- Robust PIM: Centralization, enrichment, validation, and management of product data.
- Integrated asset management: Storage and association of images, videos, and other marketing content with products.
- Advanced content syndication: This is a major strength. Salsify has connectors and formatting capabilities to easily push product information and content to hundreds of retailers and marketplaces (Amazon, Walmart, Carrefour, etc.), meeting their specific requirements.
- Social media and GDSN activation: Capabilities to publish to certain networks or via the GDSN (Global Data Synchronization Network).
- Digital Shelf Analytics: Tools to analyze product content performance on retailer sites (presence, content quality, sometimes sales).
Salsify is therefore a very powerful solution for brands that need to manage the complexity of distributing their product information across a wide network of e-commerce partners, competing with players like Syndigo (which acquired inRiver) in the syndication field.
Limitations of Salsify for creative marketing automation
While Salsify excels at managing and syndicating *existing* product information, it is not a platform for *creating* original or highly personalized marketing content:
- No integrated creative editor: Does not allow creating banner ads, marketing videos, landing pages, or other creative formats directly within the tool.
- Focus on syndication, not creative automation: Its purpose is to distribute existing information and assets, not to automatically generate thousands of creative variations (e.g., personalized ads) based on this data and graphic templates.
- Data/Syndication oriented workflows: Validation processes are focused on the accuracy of the data to be syndicated, not on the approval of multi-format marketing campaigns.
- DAM capabilities vs. Enterprise DAM:** Asset management is product-oriented; a dedicated enterprise DAM is often needed to manage all brand assets.
Brandeploy + Salsify: from syndication to personalized creation at scale
Combining Salsify (for PIM management and sales channel syndication) and Brandeploy (for Creative Automation) offers a complete solution for brands:
- Salsify manages data and e-commerce syndication: Ensures distributors have the right product information.
- Brandeploy creates the marketing content using this data: Brandeploy connects to Salsify (or the source PIM/DAM) to retrieve product information and assets.
- Automated generation of advertising and social content: Use Brandeploy and its intelligent templates to mass-create display banners, social posts, short videos, etc., promoting products listed via Salsify, ensuring brand consistency.
- Marketing validation workflows: Manage the approval of these marketing creatives in Brandeploy.
- Complementarity: Salsify ensures presence on the digital shelf, Brandeploy creates the content that *attracts* customers to that shelf and beyond.
Conclusion: Salsify is a powerful PXM platform for B2C/B2B brands focused on digital commerce and syndication. To complement this strategy by automating the creation of marketing and advertising content that highlights these products, Brandeploy is the ideal partner, creating synergy between product experience management and content creation automation.
Optimize your Digital Shelf presence with efficiently created content
Using Salsify to distribute your product information? Ensure your marketing content measures up, created quickly and perfectly consistent with your brand. Discover how Brandeploy complements Salsify. Request a demo.
