WHAT IS PRODUCT MARKETING.
Product marketing is about marketing a physical product that you can touch; it involves understanding the product inside and out, identifying the target audience, and crafting strategies to promote and sell the product effectively.
Product marketers work closely with cross-functional teams, including product development, sales, and customer service, to ensure a seamless customer experience from awareness to purchase. They are storytellers, conveying the unique value proposition of the product to potential customers through compelling messaging and branding efforts.
In today's digital landscape, product marketing has evolved to encompass integrated marketing efforts from online channels such as social media, e-commerce platforms, and digital advertising to traditional PR, reviews, billboards... Product marketers leverage data-driven insights and digital tools to target audiences effectively, engage with customers, and optimize marketing campaigns for maximum impact.
Product Marketing Principles:
Product Positioning: incl. developing marketing campaigns across the customer funnel to drive awareness, generate interest & demand, and ultimately drive sales.
Market Introduction: incl. bringing a product to market, creative launching and ensuring introduction is a success.
Demand Generation: incl. highlighting product features, benefits, and competitive advantages.
Strategic Pricing: incl. pricing the product in line with its tangible benefits and against its market competition.
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If you need help creating your Product Marketing Strategy, download our Plug & Play resource with a case study and a ready-to-use template today.
