Vintage car with Coca-Cola branding. Vintage car with Coca-Cola branding.

What is Product Marketing? Strategies for Digital Success

 If you are in the business world, I’m sure you must have heard of product marketing. I f I have to tell you in simple words it’s basically the marketing of the product. Well, marketing has been around since time immemorial and it has always influenced people.

The ways and strategies have just evolved in this time of constant movement in the digital marketing space. We now see that marketing of all sorts has really gained a lot of momentum and ways to acquire traction have changed.

So, let’s break down to what is product marketing in today’s world. It refers to the method by which we position the products in a manner that appeals to the customers. I mean we place the products in accordance with the needs of the consumer so that they will buy them and use them.

In essence, we can say that bringing the product forward to the market and making it something that sells is called product marketing. It employs the basic principle of selling, making it a solution for any present problem or creating a demand that may or may not have been there before.

The whole process from the bird’s eye view can be detailed as, firstly creating content to market the product and creating a huge demand or viral sensation about it in front of the customers. It is followed by selling the product in all forms, which involves marketing it, talking to prospective customers, and highlighting the benefits or features. But this is not a standard procedure cut out from the same cookie cutter.

You have to change the process, and steps or even include some extra process based on your product, brand marketing, and product placement in the market.

Here, I’ll Explain to You the Product Marketing Strategies

For me, a product marketing strategy is any method that helps you to launch a product, with pre and post-marketing, customer-oriented campaigns, promotion, and placement of the product at the correct position and then selling obviously.

So, let’s list out some essential steps in the process of product marketing.

1. Target Audience

Before you start anything, for that matter even the development process of your product, you need to understand who your target audience is, what they are lacking, and how you can solve their problem with your product.

Create a complete customer persona of how they spend, how they browse, and how much they care about your product.

The Icy Whiz team interviewed Rodney Warner, CEO and Founder of Connective Web Design, and discussed strategies to stay ahead of the curve and effectively engage with the target audience. Here is what he said:

Rodney Warner - Featured
Rodney Warner

“Effective product marketing means creating personalized, content-driven strategies that directly address user needs and interests. Using data analytics to understand customers and tailor messages has been a game-changer.

Also, using social media for storytelling and engaging users can boost a brand’s reach and connection with its audience.

To stay ahead, brands should innovate by embracing new technologies like AR/VR for immersive experiences and using platforms where their audience is active, such as TikTok and Instagram.

Being flexible and adaptable in strategy, guided by continuous analysis and feedback, is essential for keeping up with digital changes and meeting consumer expectations.”

2. Customer Persona

Now that the ‘who’ is figured out, the next step is to find out how you will cater to your target customers.

You have to get answers to questions like how can I appeal to this group, why will they choose or use my product, how will my product stand out in front of them given the present competition, and primarily how will I market and promote it this group.

3. Positioning the Product

The stepping stone has now been laid, so before you build the whole building we need to make sure that all the members of the building crew are on the same page.

I believe this is necessary because the brand as a whole unit needs to strive towards the common goal of selling or marketing the product in the same way so that it gets accentuated positively.

The positioning and the marketing message have to be cleared with everyone and the funnel flow should be smooth to obtain the best results.

In an interview with the Icy Whiz team, Michael Kiel, Founder of Boat Planet, shared his valuable insights on this. Here is what he had to say:

Michael Kiel
Michael Kiel

“These days, it is not enough to have an online presence if you want to succeed in digital marketing. The point now is to engage strategically and authentically with your audience. That’s why personalization has become such a key strategy for digital marketers.

Digital marketing personalization is a strategic approach that involves tailoring marketing efforts toward individual customers’ preferences, behaviors, and characteristics.

It enables brands to create unique experiences for every customer leading to higher satisfaction rates as well as improved overall performance metrics.

You can utilize big data and artificial intelligence (AI) solutions to deliver customized content or recommendations for better customer experience enhancement plus loyalty improvement.

Essentially, AI platforms work by gathering huge amounts of data from different sources like web searches, and transaction histories among others even social media interactions.

With this wide range of information at its disposal, AI learns how different people behave over time more accurately thus refining predictions with each new piece of input.

One of the great powers of artificial intelligence lies in its ability to instantly predict what any given person would prefer or need at any given moment based on their past actions.

As such, customers are guaranteed only those contents or offers that will be most appealing and relevant to them personally.

With greater precision when it comes down to target setting, companies can achieve increased conversion rates together with enhanced client loyalty which eventually leads back up higher return on investment levels than before.”

4. Product Development and Pre-Launch

Next in line with the product development in the background is the preparation for the product launch.

  • First create all the content that is necessary for your launch the ads, the stories, the posts, blogs, and landing pages.
  • Now make a complete launch calendar of your marketing, and along with it align the launch activities also.
  • What all needs to be done before the major launch, will there be a soft launch and other such questions have to be answered.

5. Product Launch and Later

I love this part. It’s the most exciting and the most awaited part- the final launch of your product.

Prepare your whole team for the product launch and maintain very steady communication between all sectors, across departments. Online and offline teams should go in very good sync. There will be a hundred more problems and bottlenecks but try to stay focused and get across them at D-Day.

After the launch, your work is not over as this is the time for extreme customer interaction. Make sure you are keeping in the loop all your customers, getting their valuable reviews and inputs, and making sure those are circulated across your media for more consumers to get attracted and aware. Look for all fallouts and try to fix them up, keep your metrics aligned, and sell more.

We interviewed Geoff Cudd, Founder of Don’t Do It Yourself, and talked about the most effective product marketing strategies in today’s rapidly evolving digital landscape. Here is what he said:

Geoff Cudd
Geoff Cudd

“In today’s digital landscape, the most effective product marketing strategies are those that integrate data-driven decision-making with creative content delivery.

Personalization stands out as a key driver of engagement; brands that leverage consumer data to tailor their marketing messages can significantly increase relevance and impact.

Utilizing AI and machine learning tools can help parse large datasets to identify trends and preferences, making personalization at scale a viable strategy.

Another crucial strategy is the use of omnichannel marketing to create a seamless customer experience across all digital platforms, including social media, email, mobile apps, and websites.

This approach ensures that messaging is consistent and that customers can interact with the brand in whatever way they prefer.

Content marketing continues to be vital. Brands should focus on creating high-quality, valuable content that addresses customer pain points and establishes the brand as a thought leader. This can be achieved through various formats like blogs, videos, podcasts, and webinars.

To stay ahead of the curve, brands must be agile, continuously testing new strategies and tools, and ready to pivot based on feedback and market changes.

Engaging with the audience through interactive content such as polls, live streams, and Q&A sessions can also enhance direct communication and foster a stronger connection.”

So, Plan Your Product Marketing Strategy Now!

Product marketing is a vital step in bringing about any new product or even launching a new product from an established brand. It ensures that your product is marketed in a specifically required manner so that it reaches the target market, but more than that it is a big step for your brand.

Moreover, it helps you to make your customers understand your brand and its story. It also portrays how your brand is different from others or better. Additionally, it is aimed at reaching the buyer right at their heart by solving all their problems and queries and making them the most satisfied.

Guest Author: Saket Kumar

Last Updated on May 15, 2024 by Pragya


Anushree Khandelwal

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