Vous êtes perdu dans un paysage de produits encombré. Comment pouvez-vous innover vos stratégies marketing pour vous démarquer ?

Feeling lost in a sea of similar products? Don't blend in, innovate! Stand out with unconventional marketing like guerilla stunts, emotional storytelling, or cutting-edge tech experiences. Personalize your approach by tailoring messages and building a community around your brand. Empower your fans to become advocates and elevate your brand voice. Establish yourself as a thought leader by sharing valuable content and collaborating with relevant influencers. By embracing these strategies and prioritizing genuine connections, you can rise above the crowd and carve out a unique space for your product in the marketplace.

Market research and competitor program are essential for every marketing leader, not only those in product marketing. Here's my approach to this. 1. Plan your market research ahead of time during yearly planning. Make sure (!) to plan 10% more budget than you initially see in your excel sheet. Prices can grow up, new competitors will arise, or simply your product team will have a brilliant idea and you'll need market data to calm them down. 2. Develop your competitor intelligence program. Plan ahead your WHY, WHAT, WHO, WHEN, WHERE of the competitive intelligence. 3. Onboard your customer-facing teams on this CI program, create the group of CI ambassadors and encourage them to contribute their insights according to your guidance.

DIVE DEEP! Brand penetration is the way to go. This Requires targeting a niche rather than a general crowd. There is always an unaddressed pain point within a category that can be leveraged to our advantage. Taking a well-known example of Sting energy. One of Sting's major strengths is its affordability. By offering a lower price point compared to competitors like Red Bull, Sting made the energy drink category accessible to a wider consumer base. youth and fitness enthusiasts, aligning with the target audience for energy drinks. Sting tailored its marketing and product offerings to resonate with Indian consumers, which worked like a charm. Tailored and personalized communication is the key to break any crowded market today.

Understanding and doubling down on what your company can do better than your competition allows you to deliver better products on a faster schedule, defend market share and build to a stronger brand in the market. Start by looking at functionality, value, expertise and other tangible and non-tangible assets/benefits your company has over competitors. Next, what do your customers say stands out about you? What do your employees say is different about working for you? Spending time meeting with core product, marketing and leadership stakeholders discussing these questions will uncover the points that will make up your USP. Take a look at what makes you stand out and summarize the most important points into a succinct paragraph.

No es solamente una propuesta de valor única, es también la posibilidad de abrir un mercado, un océano azul, UE no este saturado de competidores y se establezcan las nuevas reglas de juego, donde no haya punto de comparación con algo similar y elijan mi producto por algo más, por su exclusividad, experiencia y autenticidad.

It's not always possible to create a UVP. In my experience in SaaS with 100+ players globally it was... Let's say, challenging. 1. MOST companies do NOT have sustainable competitive advantages. They compete on efficiency. 2. Startups largely succeed by focusing on operating efficiently because they rarely benefit from significant barriers to entry. Efficient operation at a small scale often requires focusing on a narrow product space or geography. Types of Customer Loyalty: Routine Habit, Switching Barriers, and Search Effort The best companies often benefit from economies of scale and some degree of customer captivity, even if that captivity is weak. Reference: Dr. Bruce Greenwald of Columbia Business School

I believe that your organisation's commitment to the Unique Value Proposition should be as audacious as that of the Paris Mayor to swim in the Seine River before the Olympics. The thought that your idea is a faster, better and cheaper model won’t stand the test of time as the competition always has better resources and networks to push you out of the market. My unpopular opinion is that your UVP should be disruptive, defensible and discontinuous even with small resources. You can do this by evaluating your product through the eyes of the customer by ASKING to ensure you are solving their hair-on-fire pain point. Your product should be a penicillin rather than a vitamin. #productmarketing #valueproposition

Leveraging ChatGPT to revolutionize our customer interactions, we transformed standard queries into personalized experiences. This shift wasn't merely technical; it was a profound reimagining of customer engagement. At an outdoor sports event, predictive analytics from ChatGPT highlighted trending GPS watches. This foresight allowed us to tailor conversations and promotions, surprising attendees with exactly what they desired, before they even asked. The result? Buzzworthy satisfaction and a significant uplift in on-the-spot sales, proving the power of AI in creating meaningful connections.

The rise of Gen AI has led to a boost of productivity revolution with a reported marketing performance of 40%. The current overload of information that is AI-generated looks similar as it is trained on data that is already there. I am currently seeing a lot of right-brained individuals in organisations getting reskilled so they can be at the forefront of developing and executing predictive AI tools that influence decision-making. AI models need to understand your brand, company values, product portfolio, and legal framework. Fine-tuning and training models to be brand-knowledgeable makes personalising messages to your customers more granular. #productmarketing #GenerativeAI #contentmanagement

Content is key especially with product marketing as there is always an interplay between technology and psychology. Content drives experience but its goal is to deliver value. The narrative is normally to show your organisation’s value before the product value in a simple and CONSISTENT way. All marketers know the power of engaging and strategic content and the push to drive customers from being on-lookers to loyal clients which has an impact on brand awareness and sales which is an effort that is extremely worth it! #customerloyalty #contentcreation

I have noticed the drive away from paid ads to influencer marketing, as it helps with more than just reach but can be a source of feedback for market positioning for product marketers. From experience, whitelisting influencers' profiles or promoting their videos can drive higher conversions than my own branded content, as I can retarget their audience and create lookalikes but also observe pre-post life by comparing metrics (sales & traffic) before and after the influencer campaign. Unpopular opinion: Influencer marketing is massively underpenetrated, and product marketers looking for a cost-effective channel with high scale should start experimenting to identify the best platform and content fit. #productmarketing #influencermarketing

Focus on Personalization: Tailor content and offers to individual customer preferences through data-driven insights. Leverage Storytelling: Craft compelling narratives that emotionally connect with your audience and align with your brand values. Create Interactive Experiences: Use quizzes, polls, AR, or VR to engage users actively with your product. Utilize User-Generated Content: Encourage customers to share experiences, reviews, or content, amplifying authenticity. Emphasize Social Responsibility: Show your brand’s commitment to sustainability or social causes, resonating with conscious consumers. Experiment with Influencer Partnerships: Collaborate with niche influencers for authentic product endorsements.