Product marketing is what drives products onto the market and keeps them there.
Developing effective product marketing is the secret to your organization’s development, expansion, and long-term success.
It is a set of tactics you use to advertise your products and services to your target market. Website content, advertisements on television and radio, and content posted on social media platforms are all examples of this.
The difficulty is that making the ideal marketing plan can be challenging, and for small businesses, the costs associated with marketing your product can be catastrophic.
This article will show you the pros and cons of product marketing. Before moving to that, let’s briefly see product marketing in brief.
What is product marketing?
The process of introducing a company’s products to the market is called product marketing. Though where does product marketing start and stop? This question has a complex solution.
Some businesses have product marketers who are committed to marketing new products. But, others broaden the scope of product marketing to influence and direct ongoing sales strategy years after a product’s launch.
In brief, product marketing is the meeting point of products and markets. Every marketing plan will direct by market needs, which will dictate which products are manufactured and how they are promoted to buyers.
In this sense, all aspects of developing, launching, and promoting a product may consider.
What do product marketers do?
The product marketer is a crucial component of the product lifecycle and is in charge of many deliverables. They are the masterminds behind making product features appealing to customers through webinars, email marketing, or other marketing channels.
They play a critical role in providing that products meet the company’s target client using social listening platforms or other tools.
As a result of the varying ways in which product marketing is defined, product marketers’ responsibilities can vary greatly depending on their business and industry.
The following are the key responsibilities of a product marketer:
- Market research analysis and execution
- Helping with product development
- Choosing a new product’s positioning and messaging
- Creating and carrying out a go-to-market plan for new product launches
- Using key performance indicators and consumer feedback to measure the success of a campaign or product
What are the pros and cons of product marketing?
A business can get new life with the ability to advertise new products. If the product marketing process is not managed correctly, it also has the potential to be the last straw for a company.
The critical benefit of product marketing is that it can assist a brand and company in maintaining relevance with their target market. A company continually creates the opportunity to generate revenue by working to find solutions to new issues that customers experience.
The main drawback of product marketing is that it can make a desirable product appear useless due to changing customer preferences. Even when an organization starts to produce a product that is seen as helpful, it may lose all of its value before it can be released onto the market.
Pros of product marketing
It promotes your brand to a target audience.
You can only expect to make sales by appealing to the customers who are most inclined to purchase your products or services. Your target audience is that group; product marketing is the most efficient way to connect with them.
If you have successfully targeted this audience, you know their customs, preferences, needs, and favorite social media platforms. This understanding influences the process you’ll use to market your company. For instance, if you own a comic book shop, online marketing may be more effective than traditional advertising in reaching your target market on social media sites.
It helps to understand your customer.
Before creating a marketing plan, you must conduct market research. This research can provide you with reams of information that you can use again to improve your product marketing and stay on top of trends and changes in your target audience’s taste.
In the digital age, “big data” refers to massive data sets that provide in-depth analyses of customer behavior based on variables, including online activity, purchasing activity, mobile activity, and interactions at stores and shops. Due to the growth of digital data, even small firms may now obtain comprehensive data on potential clients.
It develops an innovative culture.
Innovative ideas help with the creation of new products. Innovative products contribute to the generation of new revenues. Each step builds on the previous one, allowing a brand and business to gain a larger market share.
It creates a stronger value proposition.
Product marketing that focuses on meeting customer needs creates a stronger value proposition for the target market of a brand or company. Higher value propositions promote recurring business and good word-of-mouth promotion, which can result in higher sales.
It expands into a professional network.
Because of their inventive product promotion, a brand and firm will attract clients from within their industry. People want to connect with thought leaders in their fields. A company dedicated to successful product marketing will always have opportunities to grow its B2B and B2C networks.
Customers will be eager to try out new products.
Customers tend to adopt this attitude when businesses and brands are well-known for their innovative product development. They will be willing to try new products, be the first in line to buy them, and support your efforts because you emphasize innovation.
Cons of product marketing
Costs of marketing
Although the digital revolution has essentially leveled the playing field, small businesses still face challenges in capturing their fair share of customer attention through marketing initiatives.
Big data is precious, but obtaining it costs money, and you need to continue studying it to stay on top of customer trends. Due to the intense competition from the local population, advertisements on television, radio, and even local publications are expensive. The cost of starting a marketing campaign on your website is also high if you’re relying on pay-per-click advertising to draw in additional customers.
Time and effort might not be worth it.
Large brands have the means to recover and move on, so they can afford to invest time and effort into a marketing campaign that fails. Nevertheless, as a small business owner, the ROI on a marketing campaign could be minimal, which means you may have spent months developing a strategy that had no positive effects on your revenue.
Even the most carefully thought-out marketing strategies can fail, and at the level of a small firm, that can put you behind schedule for months.
It may set unrealistic expectations about a product.
The product marketing process might raise unrealistic future expectations for a brand and company if there are no quality standards. A prototype may function as intended, but that does not automatically imply that it can deliver the desired result.
Accurate benchmarks must be set to achieve consistent performance in fulfilling customer expectations.
Product testing may lead to a failed concept
A brand or company may invest significant time and resources in the product marketing process only to see an idea falter when it is tested on the market. With product promotion, there will always be a risk because the expenses of a bad idea must be paid.
If a marketing strategy’s ambitions for increased sales are dependent on just one product, the business will likely fail rather than just the product.
Product marketing strategies
Your product marketing plan acts as a roadmap for your new product’s positioning, pricing, and marketing. It guides you through the product development and launch process and suggests your product’s potential markets and audience(s).
A product marketer’s strategies are constant and vital to products and customers before and after launch. The function varies from company to company, industry to industry, and product to product.
Here are the steps you may follow to improve your product marketing strategy:
Define the target audience
As a product marketer, one of your key responsibilities is identifying a particular target market and developing buyer personas for the offered products. The first step in selling your product is to do this.
By understanding your customers’ requirements, difficulties, and pain points, you can ensure that every component of your product marketing strategy is catered to your target customer. In this manner, your audience will connect with the product and the marketing content developed for it.
Product positioning and messaging
Consider emphasizing how your product helps your clients overcome the issues.
But it doesn’t necessarily imply you’ve set yourself apart from your competitors. They are your competitors because, like your business, they meet the needs of your clients.
Positioning and message are crucial for differentiating your product. The positioning message addresses your buyers’ most essential queries about your product and what makes it unique before turning those responses into the cornerstones of your marketing plan.
As a product marketer, you are responsible for ensuring that your target market and clients know the answers to these questions and do not need to look them up.
Set goals for the product
The next step is to define the goals for your product. Your goals will be unique to your organization and circumstances. They will depend on various factors, including the product you sell, the kind of business you work for, your general marketing objectives, and more.
Price the product
You must participate in the discussion over your product’s price as a product marketer. Depending on your business, you might collaborate with other teams on this aspect of the strategy, or you and your fellow product marketers might be the only ones working on it. You can weigh value-based pricing vs. competitive pricing in either case.
Launch the product
Launching the product you’ve been promoting is the most significant and exciting part of your job as a product marketer.
Launches are the basis of the product marketing strategy, whether they involve minor feature updates or new products. The clean tip that gracefully hovers above the water while handling the mayhem below is the result of product marketers.
For prospects and customers to learn more about your product and why they need it, you should include pertinent product information wherever you focus your product launch marketing efforts. This consists of the features that distinguish your product, its price, customer initiatives, and any other content you’ve created and want to promote.
Product marketing has evolved over the years and will likely continue to do so. The significance of product marketing, though, will remain the same. Product marketing is crucial to standing out in the increasingly competitive technology sector. And when more businesses enter the market, this will only become more apparent.
The advantages and disadvantages of product marketing demonstrate that this process can be dangerous but can also increase a brand’s and company’s chances of success. When tackled methodically, the unique results are frequently worth the risk of failure in the future.