Que faire si vos stratégies de marketing produit ne sont pas efficaces à l’ère numérique ?

Observation and analysis is what makes digital marketing a heaven for marketers, its okay to not get the results that you were expecting but never forget to analyse the particular patterns that led you to failure . Dig the data, observe carefully what went wrong what are the areas of improvement, what moves what, how can be things approached differently and then you are back on your feet with one more strategic roadmap, which will be always better more effective than the previous! Trust your data but never forget that you are human and add your knack of marketing knowledge to turn tables based on those data points … Have a plan B, C or even D if required…

Product launch flop? Don't sweat it! Time to dissect the data - clicks but no conversions? Messaging needs a refresh. Social media crickets? Content needs a revamp. Next, gotta whisper with the customers (social listening!) and hear their thoughts (surveys!). Understanding their needs is key. Then, I'm making my website mobile-friendly and crafting killer content for the right channels - blogs, infographics, maybe even fun explainer vids! Experimentation is king (or queen!), gotta A/B test different tactics to see what clicks. This way, I can transform my product marketing from dud to digital rockstar!

There are so many variables and so much competition for people’s attention, it shouldn’t be a surprise when your first time-out-the-door strategy gives less-than-desirable results. One of the biggest advantages in the digital age is that revisions can be set to super speed, and data is abundant. Make sure you fully understand, believe in, and love the product or service you are working on! It is extremely difficult to effectively market something you don’t see value in. That said, some strategies still fail to deliver, so make sure that you consider some of these steps: 1. Get to know the customers better. 2. Try out new ideas: Don't be afraid to experiment with new ways of reaching people. 3. Keep an eye on what's working.

Research, hypothesize, test, test, test, and then evolve. It is important in today’s era that we are fluid in our approach. And that we maintain an attitude of curiosity and optimism!

Einstein once quoted, “If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” The key to great product marketing strategy isn't just about having a flashy ad or the cheapest price. It's about truly understanding your customers to the core. When you know them well, you can create a product and a message that speaks directly to them. It's like being able to tap them on the shoulder in that busy hypermarket aisle and say, "Hey, this one's perfect for you!"

Most ignored topic by most start-ups. One must know the audience very well before starting a business let alone any marketing activity. With digital marketing, one must dwell into the TG and profile them critically to make the most of the digital marketing plan. Might be barking at the wrong tree and wasting the advertising spends otherwise. Get to profile them clearly from who they are, what they do in their spare time and what their interests are? Finetune your plan and communications based on their interests and needs rather talking emphasising only on your product. Make that connect with the audience.

If you know that your product marketing strategies are not effective in the digital age & you're ready to improve, then dear friend you might not be halfway there but at least 25% nearer to the goal! This "will to improve" helps to do research & find solutions in a more focused manner. Let me give you the 3-Step Universal Guide here: Think, Act, & Believe! Alongside external research, analyse current strategies involved. Think how your strategies are working against or may be some in favour of the audience you're targeting. If you're providing physical pamphlets or newspaper ads to the TikTok users, then your reach might only feel extensive on paper but wouldn't work in reality. Now, act on the chosen strategies, believe & improve!

Knowing your target is the first thing to do when implementing a marketing strategy. But knowing the demographics of your target audience isn't enough. You need to go further and determine their preferences, needs and expectations, so you can tailor your strategy accordingly. An effective tool for determining your core and secondary targets is to create workshops to define personas. Creating personas allows you to put yourself in the customer's shoes, to better understand their needs.

To truly know your audience, delve deep into demographic data, psychographic insights, and behavioral patterns. Conduct surveys, interviews, and market research to uncover preferences, pain points, and motivations. Utilize analytics tools to track online behavior and engagement metrics. Segment your audience to tailor messaging and offers to specific groups. By understanding your audience's needs and behaviors, you can create more relevant and personalized marketing campaigns that resonate with them on a deeper level, fostering stronger connections and driving better results.

Understanding your audience is the backbone of your product marketing strategies. It guides and directs us to know what to do,when to do it, and where to do it. If your efforts are not working in the digital age, go back to what the needs are for your audience and devise plans around that.

Embracing technology is non-negotiable for staying competitive in today's digital landscape. From marketing automation platforms to AI-driven analytics tools, leveraging the right technology can streamline processes and enhance effectiveness. In my role, I've witnessed the transformative power of adopting AI-driven chatbots to provide personalized customer support and using data analytics platforms to track and optimize marketing performance in real-time. Embracing technology empowers us to work smarter, not harder.

UTILIZE new features! If LinkedIn adds a new content format, try it. If there is a new tagging or analytics feature, use it! Don't you think when any huge social media company creates a new feature, they want it to succeed? Of course they do! They wouldn't have added it in the first place. The reason I went on that rant was to get the point across that you should take advantage of the new technologies that are releasing and do it early! Not only do these increase your efficiency, but it shows your companies intuitiveness! And who knows, from that point you may create an entire genre or content type just by being the first one to try it with your product.

Technology is your friend. Repeat that over and over! When you digital plans aren’t working, make sure you are utilizing the right technology. Make sure you are solving customer needs and the technology you have (or will have) will support the customer in the long run!

Embracing technology entails adopting advanced tools such as AI analytics and marketing automation platforms for precise targeting and personalized messaging. Leveraging social media algorithms and chatbots enhances engagement strategies. By integrating technology, businesses can optimize efficiency, effectiveness, and scalability in the digital realm, providing exceptional customer experiences and staying ahead of the competition.

While revaluating the Platforms and technology - it is important to redesign the content and Keywords- What is the origin of your keywords? Is it aligned with your Business Value? Are the keywords based on Business Value ?

In today’s digital landscape, content holds the throne as the key driver of marketing success. For startups, mastering content optimization is essential for carving out a niche in a competitive arena. Here’s how: • Content Optimization: Prioritize relevance, engagement, and value for both audience and search engines. • SEO Implementation: Utilize best practices to enhance visibility and attract organic traffic. • High-Quality Content: Consistently produce content that resonates with your target audience. • Discoverability: Ensure content is easily discoverable online to maximize reach. • Campaign Performance: Elevate the performance of product marketing campaigns by delivering compelling, optimized content.

Optimizing content and its review is most important steps - What needs to Check is are your Keywords designed in alliance with your Business Value of the Product? and then aligned with the Organization that is offering this product?

Content is the Essence of the Digital Marketing strategy - What is the foundation of the design of the content ? What is the focus? Is it Based and designed as per Business Value ? Is it aligned with the business Value of the Product and that of the organization?

Optimizing your content, directly relates to post frequency, post type, and building a story with your content over a month, or even 3 months. Creating high value content related to your product industry, and doing so in multiple formats, will create an integrated campaign in itself, especially on LinkedIn. An example may look like, your product in action, followed by a video overview of your product, and ending the week off on some safety tips for your industry. - Be descriptive, not spammy - Provide value, not filler - Be authentic, not corporate

Adoptez une démarche d’amélioration continue via la mise en place d’A/B Test significatifs et exploitables. Pour cela veillez à concentrer vos A/B test sur des éléments structurants et à ne pas vous diluer dans trop de variables rendant vos résultats difficiles à interpréter en terme de Learning. Favoriser le Test & Learn en dédiant 20% de votre budget marketing à l’expérimentation et l’apprentissage.

Les algorithmes font de nous des aventuriers digitaux : on ne sait jamais comment ils évoluent alors on teste on analyse on apprends et on améliore. C’est une quête permanente qui s’agrémente de Paris osés ou plus sages

Continuous testing is crucial for fine-tuning my product marketing strategies, especially as a startup. Here’s how I approach it: • Experimentation: I try out different channels, messages, and creative elements to find what works. • A/B Testing: I use data to make decisions by comparing different versions and choosing the most effective. • Learn and Improve: I take lessons from both successes and failures to gradually improve my strategies. • Better Marketing: Over time, these adjustments lead to more effective marketing efforts for me in the competitive market.

The three A’s are always going to help you in such situation that is Analysis | Adaptation | Application You analyse your short comings while also analysing why others succeeded, Adapt the positives from the analysis as per your situation and apply it to whatever you are executing … And then you keep repeating this This method has always brought fruitful results, keep repeating this and improvising your marketing strategy to get the end result or even better make it more bulletproof if it’s already a success!

Being agile is important in Digital age - Being Agile requires sensitivity to market and the circumstances. This requires focus on Business Value is source of strategy for your Product Marketing -

The best way is to keep a regular and relevant watch. It's not enough to observe the entire ecosystem of your product or company, but to select, segment and plan your watch according to your objectives. This means identifying the most reliable and relevant sources of information, be they market trends, new technologies, current regulations or competitive movements. It is also crucial to integrate this intelligence into the company's decision-making process. The information gathered must be analyzed, contextualized and transformed into actionable insights. This not only enables you to react quickly to changes, but also to anticipate trends and adapt accordingly.

Constantly challenge the status quo. The ratio will change based on your product release stage, company size/age, and your risk appetite, but as a general guide/principal: 90% of your time/budget/resources should be spent on tried and true marketing methods, and 10% should be spent on new/untested ideas. Do your research, feel confident about what your testing, but be bold, be open minded, and make sure you have a clear way to track results. When you find something new that works, be ready pivot and put that strategy/method into your 90% mix. Then repeat the process.

Staying agile in today's digital age is so important. Not only as trends change, but as new generations become potential clients. Being able to keep track of new marketing trends, and continuing to evolve in your companies form of communication is vital. Agility is being able to shift marketing focus at a moment's notice, along with the world around you.

It is time to reassess and tighten your processes. In my experience, tools like A/B testing platforms (think Optimizely) and customer analytics software (Mixpanel, anyone?) are invaluable. Start by slicing through the data to understand exactly where your messaging misses the mark. Do not just pivot blindly—use real-time insights to guide your strategy. Automate where you can, but keep the human touch where it counts. The key is a balance between being data-driven and creatively responsive. If you are not constantly iterating and refining, you are already behind. Stay ahead by staying smart and adaptable.

-Being AGILE enough to adopt "New ways of working and thinking" is the key to change the direction to more digital implementation there are 5 core steps we should consider : 1-Understanding the customers' needs and clustering them to personas 2- Creating diversified and impactful content . 3- Preparation of Channels of communication digitally. 4- Creating Customer journeys per personas utilizing the content and using channels as Omni channel complete each other 5 - Last thing you should have a tool like Questionnaire To assess the customers experience throughout the Journey to make any requested amendments to improve customer experience.

Product marketers should thrive in digital marketing. So, I am a bit confused about this topic 🧐. Maybe, a product marketer's role is not clearly defined inside the organization, which is not shocking as many companies struggle with the organizational placement of the product marketing function. It best sits inside a company's strategy or brand marketing function. Four key PMM functions: - Voice of the Customer and Prospective Buyer - Manager of positioning and messsaging - Surfacing the next big market opportunity - Orchestrator of product launches Let's take an example: The insersection of social media and positioning and messaging. Social media engagement gives you near real-time feedback on what resonates or not. Iterate. Repeat.

The first thing a brand or product marketer should do, is to take a step back and look at your content. - What's the value of your product content? - What makes someone care about your content? - Does your audience engage with your posts or ads? Let's take LinkedIn product marketing for example. You NEED to be using your organic unpaid content to tell a STORY, relevant to your audience so they will engage. You cannot just throw up posts about a new product all the time, especially a new emerging product or business, because let's be real... no one cares. So, you need to make them care. Save your paid ads for the promotional and C.T.A. type content, and build you brand and products story.

Our digital age has produced a degree of noise and clutter on the market that is making really hard to effectively market tech products. Rigorous data analysis and interpretation can help, Ai toolsets greatly speed up the ability to do this. I then look at how the product is positioned but from the outside in - putting myself in the shoes of a user and distancing from the internal kool-aid. Then I make sure my marketing $$ are spent where my prospects and customers are - wherever that is in the digital space. I lean toward out-educating my competitors, making sure I provide real value to my prospects and guide them through their buyer’s journey. Finally, I measure the impact of my marketing efforts and pivot/adapt/tweak as required.

A summary of comments: Outdated product marketing strategies quickly lose effectiveness. To regain relevance, businesses must adapt to current trends and evolving behaviors. Here's a roadmap for revitalizing your efforts: • Audit digital presence • Reassess audience • Use data-driven decisions • Adopt omnichannel approach • Focus on content marketing • Leverage automation and new tech (AI, AR) • Optimize for mobile • Use influencer marketing • Implement agile practices • Upskill team • Seek customer feedback • Research trends These strategies require commitment and flexibility. While landscapes shift, core principles remain: understand your audience, provide value, and adapt to transform your marketing from lagging to leading.