Vous développez une campagne de marketing produit. Quels sont les éléments les plus importants à prendre en compte ?

Ao desenvolver uma campanha de marketing de produto, é essencial compreender o produto, conhecer o público-alvo, definir objetivos claros e escolher os canais de distribuição adequados para alcançar eficazmente os resultados desejados.

In shaping a powerful product marketing campaign, delve into your audience's needs, devise a compelling value proposition, and strategically choose channels based on data insights. Infuse storytelling for emotional resonance, maintain brand consistency, and leverage feedback loops for continuous improvement. Success hinges on a nuanced understanding of each channel's unique potential to connect with your audience, ensuring a lasting and impactful impression.

Understanding the audience is the crucial element as they will be the final decision makers as well as consumers. It is very important to understand what they are thinking and craft marketing strategies using the same

Além de conhecer o seu público-alvo é importante entender o seu comportamento de consumo de mídia. Chamar (e reter) a sua atenção é um grande desafio que deveria pautar a sua estratégia de comunicação

Targeting a market segment and a persona should be among the key considerations when building a campaign. Such segmentation will derive the type of content and structure and will ensure success

Tener claridad en lo que queremos lograr con nuestra campaña es crucial. Estos objetivos deben ser específicos, medibles, alcanzables, relevantes y temporales (SMART). Junto con los objetivos, es vital establecer métricas clave de rendimiento (KPIs) que nos ayuden a medir el éxito de nuestra campaña. Estos pueden incluir tasas de conversión, tráfico web, engagement en redes sociales, entre otros. Definir estos parámetros desde el principio nos permite tener una dirección clara y evaluar el rendimiento de manera efectiva.

Your goal should help center you and your team when making decisions. For example, if your goal is to drive brand awareness, obsessing over landing pages and conversion might be the wrong direction. Instead, your time may better be spent focusing on demand gen tactics and creative that helps convey what you do.

While understanding your target audience, crafting a compelling message, and choosing the right channels are crucial for any product marketing campaign, here are some key points to consider: •  Don't just list features; weave them into a narrative that showcases the problem your product solves and the transformation it enables. • Connect with your audience on an emotional level. Highlight the joys, frustrations, or aspirations your product addresses. •  Encourage user participation through contests, polls, or user-generated content campaigns that build a community and amplify your message. •  Analyze campaign performance data to understand what resonates with your audience and optimize your approach in real-time.

Crafting the perfect messaging is important. Making sure that you keep it consistent is equally as important. Make sure that you're owning making sure that messaging is consistent across your marketing AND sales functions. It is one thing to have the same messaging on all your external marketing materials, and another to make sure sales is saying the same thing. Spend time in the trenches with your sales team listening to calls, building sales materials, and training the team.

Sempre me ajuda muito o framework de tangibilizar (provando valor) a solução de um problema específico em vez de ser muito abrangente e correr o risco da sua mensagem virar paisagem. Não tente incorporar tudo em uma só mensagem / peça... desdobre

La elaboración del mensaje es donde se combina el arte y la ciencia del marketing. Debe ser atractivo, claro y conciso, pero también debe reflejar los valores de la marca y resonar con la audiencia objetivo. Es crucial que el mensaje destaque los beneficios del producto y cómo soluciona un problema o satisface una necesidad de la audiencia. La elaboración del mensaje, para mi, viene después de un análisis profundo del posicionamiento de producto, en el que respondes: PARA QUÉ, A QUIEN, CÓMO, REASON WHY (La Razón para Creer), EMOCIONES que despiertas

Infuse emotions into your message: don't just communicate features/benefits; evoke emotions that resonate with your audience's aspirations and desires. Whether it's excitement, nostalgia, or a sense of belonging, tapping into emotions can make your marketing campaign better. People may forget what you said, but they may remember how you made them feel :)

This work starts before your campaign even launches. Start building owned marketing channels like email newsletters, your social media followings, or your online community. These "owned" channels are critically important for you to control messaging, engage your audience, and launch campaigns. Don't just rely on these owned channels though. Make sure you're considering trying to reach your audience wherever they spend time. Sometimes that could mean billboards at airport or subreddit communities

Quem escolhe o canal é o usuário / cliente, você precisa ter uma leitura de qual canal ele consome e como para adequar sua estratégia para isso, e não ao contrário.

La selección de canales adecuados es clave para llegar a nuestra audiencia donde más interactúa. Esto puede variar significativamente dependiendo de nuestro mercado objetivo; por ejemplo, mientras que las redes sociales pueden ser perfectas para productos dirigidos a un público más joven (dependiendo de la red social, por ejemplo Facebook, puede tener una audiencia no tan joven), las estrategias de email marketing o incluso la publicidad tradicional pueden ser más adecuadas para otros segmentos. La clave está en combinar varios canales para maximizar el alcance y la efectividad. El país también define cual es el canal o cual es la red social mas usada. Esto lo puedes definir con seguridad después de haber definido tu cliente ideal.

Planning a campaign is, of course, important. However, I have seen it too often that campaigns are planned too tightly, not allowing for the capacity or budget to execute ad-hoc requests or changes. Campaigns, especially, can take unexpected turns. Allow your planning to have some flexibility to add or adjust if needed on the fly. Often, opportunities or risks arise during campaign roll-out, and you need to be prepared for this.

La planificación eficiente del tiempo y los recursos es esencial para el éxito de la campaña. Esto incluye establecer un calendario de actividades promocionales, asignar presupuestos a diferentes canales y asegurarse de que el equipo tenga las herramientas y la información necesarias para ejecutar la campaña eficazmente. Una gestión de proyecto sólida garantiza que todos los elementos de la campaña se lancen de manera coordinada y oportuna.

Testing it before rolling out is great to reduce the risk, as is conducting an A/B test. However, I would highly recommend considering persona research to ensure you speak the same language as your target audience. This can be the difference between a good campaign and an excellent one.

Target audience: Know who you're marketing to. Product value: Highlight benefits clearly. Competitor analysis: Understand your position in the market. Messaging: Craft concise, compelling content. Channels: Choose the right platforms for your audience. Timing: Launch when your audience is most receptive. Budget: Allocate resources wisely across tactics. Metrics: Define success and how you'll measure it. Feedback: Be ready to adapt based on responses. Focus on audience needs, clear value, and measurable outcomes to ensure your campaign's success.

Spark curiosity with interactive content: incorporate interactive elements like quizzes, polls, etc into your campaign. Encourage your audience to actively engage with your content, igniting curiosity and driving deeper connections. When you make them a part of the experience, they're more likely to remember your brand even after the campaign ends.

Keeping all stakeholders involved and ensuring clear communication is vital for alignment and success. From initial planning to execution, collaboration fosters innovation and ensures everyone is on the same page. There is nothing wrong with over-communicating.