Voici comment vous pouvez identifier quand une stratégie de marketing produit échoue.

How long has it been since you evaluated your product features and benefits. Unless you are a pantry staple, customers get tired of the same old, same old. Maybe a competitor of yours is positioning their product slightly differently. Maybe you've been commoditized and you need to evaluate your price point. Have you changed suppliers or packaging? Evaluate all changes you have made. Then evaluate all of your competitors products/benefits. Then evaluate your customer and sales rep feedback. The answer to your decline is in that data.

When your product's sales decline, it's a clear signal that your strategy might be missing the mark. This can be due to ineffective positioning, targeting the wrong audience-- or it may be that your product has become stale and outdated. A/B testing can help you gauge the effectiveness of your marketing strategy. The crux of the R&D investment is whether one can innovate faster than the customer bores. New items that perform well eventually find their peak, plateau, and then they begin to decay. As a result, sales decline. It is only by better managing its lifecycles that companies can offset decay to preserve revenues and growth. This is why the majority of CEOs prioritize new product development as their top investment priority.

There are various ways to check if your product marketing strategy is not preforming well. 1. Check your Balance sheets, less conversions/sales indicate that adoption is not up to the mark. 2. Check the engagement on posts, emails, website traffic. Basically check all the collaterals across channels to understand the engagement level, whether it's working or not. 3. Churn Rate and continuous feedback can help you understand whether the product is able to address the pain points of the users or not. Is there a gap between what's communicated vs what the actual product does? Look at user flows understand where they are dropping off? Conduct interviews. Do thorough research on your Target Audience and make sure you speak their language.

When your product's sales plateau or decline, it suggests that your marketing strategy may not be effectively reaching or resonating with your target audience. This stagnation or drop in sales indicates a need to reassess and potentially revamp your marketing efforts to better align with consumer needs, preferences, and market trends. Effective marketing should drive continuous interest and demand for the product, so a lack of growth signals a disconnect that needs addressing.

A failing product marketing strategy can be caused by targeting the wrong audience, ineffective messaging, lack of market research, competitive misalignment, poor product positioning, inconsistent branding, insufficient budget, outdated tactics, using the wrong channels, poor execution, and poor after-sales service. To address these issues, re-evaluate market research to reach the right people, ensure messages clearly communicate value, stay informed on market needs, regularly analyze competitors, highlight your product's unique qualities, maintain consistent branding, allocate sufficient budget, embrace new trends, focus on the right channels, train your team well, and improve customer support to maintain satisfaction and loyalty.

Watch for declining sales, low customer engagement, and negative feedback. If your goals aren't being met, and your team is constantly putting out fires, it's a sign something isn't working. Regularly review metrics and be open to pivoting your approach.

Engagement metrics measure how users interact with your product, such as time spent, clicks, shares, and comments. They provide insights into customer interest and involvement, helping you gauge the effectiveness of your product marketing strategy. Essentially, they act like a pulse, indicating the health and vitality of your marketing efforts and guiding adjustments to improve user experience and outcomes.

When engagement metrics falter in your marketing strategy, it’s akin to a fading heartbeat—an indication of a disconnect with your audience. For example, an Indian health app may find low email open rates despite new feature announcements, suggesting misaligned messaging. Similarly, an international fashion brand experiencing declining social media interactions despite frequent posts reflects waning audience resonance. Strategies to counter low engagement include personalized content, interactive formats, and meticulous analytics to refine user experience and messaging. Adapting swiftly based on these insights ensures sustained audience connection and marketing effectiveness.

Effective product marketing hinges on monitoring engagement metrics as they serve as crucial indicators of audience resonance. Snapchat's 2018 redesign is a prime example where user backlash over a confusing interface led to plummeting engagement and stock prices. In India, LeEco's smartphone launch faced similar issues with poor user reviews and declining social media interactions due to technical flaws. Tata Nano also struggled due to safety concerns, failing to sustain initial curiosity, while Google+ globally failed to engage users despite Google's efforts, highlighting the importance of aligning strategy with audience expectations.

Customer feedback is crucial for evaluating the success of your product marketing because it provides direct insights from the end users. This feedback helps you understand how well your marketing strategies resonate with your target audience, identify areas for improvement, and gauge overall customer satisfaction. By analyzing customer opinions and experiences, businesses can refine their marketing approaches, enhance product features, and ultimately drive better engagement and sales.

In addition to product reviews and complaints, pay attention to the types of questions customers ask your sales or support teams. If they frequently seek clarification on the use case and benefits of your product, or if they ask how your product compares to their current solutions or alternatives, it indicates that your positioning and messaging strategy may need improvement. These questions highlight a need for clearer communication about your product's value and differentiation.

I remember me working in a food tech startup. we frequently got negative feedback like "scanning feature doesn't work", "I didn't find bread in the app", "why it doesn't count the calories?" - the best feedback ever. My fear as a product marketer was no feedback at all, which means no interest at all.

Customer feedback is crucial in gauging the effectiveness of product marketing strategies. Negative reviews or unresolved complaints serve as glaring signs of strategy shortcomings. In India, Maggi noodles faced a significant crisis in 2015 when unsafe lead levels were detected, prompting widespread consumer concern and a major product recall by Nestlé. Internationally, Samsung's Galaxy Note 7 experienced a similar fate due to battery issues causing fires, despite its initial popularity. These cases highlight the pivotal role of listening to customer feedback in addressing product flaws and maintaining market trust and relevance.

Ineffective marketing may fail to properly communicate the product's value, attract the right audience, or set appropriate customer expectations, leading to dissatisfaction and customer loss. Addressing these marketing shortcomings can help reduce churn and improve customer retention.

Product marketers can decrease a high churn rate by enhancing customer engagement and satisfaction through personalized experiences and proactive communication. Implementing customer feedback loops to address pain points and continuously improve the product is crucial. Offering loyalty programs and exclusive incentives can also boost retention. Additionally, providing exceptional customer support, regular check-ins, and educational content helps users derive maximum value from the product. Analyzing churn data to identify common causes and developing targeted strategies to address these issues ensures that marketers can effectively reduce churn and foster long-term customer loyalty.

A high churn rate is a critical indicator of a faltering product marketing strategy, revealing more than just customer turnover—it reflects customer dissatisfaction and the effectiveness of marketing efforts. For example, an Indian streaming service saw an uptick in cancellations after a price increase, despite promoting new content, exposing a gap in perceived value. Similarly, a global fintech startup struggles with retention against competitors offering superior features. To address churn, businesses must analyze feedback, refine value propositions, and adapt swiftly to market changes. Prioritizing customer retention through responsive strategies fosters loyalty and ensures sustainable growth in competitive markets.

High churn rates are pivotal indicators of a failing product marketing strategy, revealing customer dissatisfaction and attrition. In India, Vodafone Idea (Vi) faced significant churn due to service issues and competition from Reliance Jio's disruptive pricing. Internationally, MoviePass faltered due to inconsistent service offerings and poor customer support, leading to widespread cancellations despite initial popularity. Similarly, Yahoo's decline stemmed from its inability to innovate and compete with Google's superior offerings, resulting in a mass exodus of users. These examples highlight the critical importance of aligning marketing strategies with customer needs to enhance retention and sustain growth in competitive markets.

Key Performance Indicators (KPIs) are specific metrics used to evaluate the effectiveness and success of marketing campaigns. They provide measurable values that help businesses track progress towards their marketing goals, such as increasing brand awareness, generating leads, or boosting sales. By analyzing KPIs like website traffic, conversion rates, and social media engagement, marketers can assess the impact of their strategies and make data-driven decisions to optimize future campaigns.

The biggest red flag is when your LTV/CAC ratio is consistantly falling under a 3. You can see great sales supported by scaling ad spend and think everything is rosey because the chart trendline is moving up and to the right, but you may be outspending your reach.

Consistently missing Key Performance Indicators (KPIs) signals ineffective product marketing strategies. Metrics like lead generation, conversion rates, and customer acquisition costs gauge marketing impact. For example, an Indian health app struggles despite heavy social media promotions, indicating a disconnect with users. Similarly, a global fashion brand's declining online conversions highlight messaging or website issues. Adapting with data-driven insights, understanding customer preferences, and staying agile are crucial for closing performance gaps and achieving sustainable growth in competitive markets.

Identifying a failing product marketing strategy often hinges on Key Performance Indicators (KPIs), crucial benchmarks that gauge campaign success. For instance, Tata Nano's launch in India set ambitious sales targets, but concerns over safety and quality led to dismal sales, missing their KPIs despite extensive marketing. Similarly, Google Glass globally missed adoption targets due to privacy issues and limited utility, despite initial excitement. In the retail sector, J.C. Penney struggled with declining sales and foot traffic, failing to meet KPIs amid competitive pricing and consumer shifts. These examples underscore the importance of aligning KPIs with market realities to drive effective marketing strategies and sustain growth.

In my experience there are a multitude of indicative factors which are early indications of a Product Marketing strategy failing . How can we identify these signs : - Churn : Strongest indication that PM strategy is not effective enough, as the customers are seeing value elsewhere - Poor Customer engagement: Feedback mechanism is one of the early signs that dissatisfaction is creeping -in or the customer doesn't see the product justify the price - Falling Leadgen :Downward trends from Demand Generation campaigns indicate lack of interest - Competition Manoeuvres: Rivals are reacting to the market situation and capitalizing on lost sales opportunity It is recommended to take quick action to arrest these metrics before it is too late .

A lack of ROI indicates a critical flaw in product marketing strategy. ROI directly measures profitability by assessing how effectively marketing efforts convert into revenue relative to costs. For instance, an Indian startup overly investing in digital ads without proper tracking may misjudge customer acquisition costs, wasting resources and obscuring ROI. Similarly, a global luxury brand misallocating budget to traditional media for tech-savvy millennials highlights how incorrect channel targeting can reduce ROI despite high expenditure. To overcome these challenges, businesses must employ data-driven analytics, refine value propositions, & adapt strategies to optimize spending efficiency and achieve maximum ROI in competitive markets.

In the face of weak performance I ask three things: 1) budget allocation, 2) expectations vs. budget 3) what's more important, time or cash? 1) Are your spend allocations in the right place? Are you in the right place? Are you presenting the right messaging via your brand. What's obvious to you, but unanswered to someone new to you? How can you move them along that journey? 2) "Does the budget match the goals?" Is it reasonable to increase marketing spending by 10% and expect a 50% growth? 3) The time/money formula. You can spend less money in the short term, and the results may take longer, or you can spend more money upfront and have it occur faster.