What further opportunities are there to market products in today’s digital landscape?

The recent pandemic has shown a real and authentic side to business, with many teams’ calls taking place without corporate black tie, without make-up, allowing no corporate ego’s arriving to the table and allowing an empathetic build of communication, inclusion and reality in decisions.

Whilst this has translated with the continuation of fewer meetings in person and more and more events, meetings and conferences taking place digitally, this has also had an impact on today’s marketing strategies.

Product Marketing continues to be a hot topic around the Globe, and with the digital landscape ever changing, it’s brought with it a wealth of opportunity in other ways to communicate products, brand and strategies.

 “The pandemic put an end to the super glossy, airbrushed content, and people got real. People aren’t looking for “perfect” anymore. They’re looking for real.” – Anna Anderson, Director of Influencers, Condé Nast.

With authenticity in mind, many CMO’s of large blue chip companies are collaborating with social media influencers who have a large following to promote products as they are not only able to target the audience, but also to build a relationship with customers and consumers directly.

Whilst empathy is at the forefront in a product marketer’s strategy, creating engaging video content for platforms like YouTube, TikTok, and Instagram Reels can capture people’s attention and showcase products in a visually appealing way, resonating realism. And with the rise of voice search optimisation, there is an opportunity to optimise product information and website voice search queries – leveraging the growing need for information to be made available in the most easiest way possible.

“It’s not about being reactive in the moment. It’s about building empathy with your customer base.” – Andreas Markdalen, Global Chief Creative Officer, frog design

These days, a company can utilise data and analytics to personalise marketing messages and target specific customer segments, which greatly improve the chance of connecting with potential buyers and decision makers. Accompanied with Social media advertising which offers advanced targeting options and further enhances the reach and increase brand awareness. No longer are we just marketing with campaigns to existing customers!

Finally, there is an opportunity in Augmented and Virtual Reality technologies which not only can anchor a products offering, but provide immersive experiences allowing customers to visualise product and engage with a brand in a unique way. It’s an exciting experience which leaves a memorable moment and positive association with a brand, and a company.

When building a product strategy, it’s really important to stay up-to-date with the latest trends and technologies to utilise and leverage the most effective marketing strategies. This can make the difference in what success looks like; impact of sales, communication, attraction of new talent and brand.

#product #strategy #marketing #productmarketing