What is the first thing that comes to your mind when you think of the term “Product Marketing”? In the simplest sense, it is the process of introducing and marketing your product to the target customers. However, product marketing is not limited to developing a product and introducing it to the market through online and offline stores. Through product marketing, companies aim to make sure that the target market customers clearly understand what their product is and the unique value the product provides compared to its competing products. Hence, product marketing aims to drive the demand and usage of the product.
There are few of the many roles carried out by product marketing given beliw. The role has been expanded than ever before since the introduction of digital marketing. Digital marketing in Nepal has also evolved in the last decade. And, many of the companies are including digital marketing in their product marketing strategies. Elance Digital Media is one of the most trusted digital marketing agency in Nepal for product marketing.
5 Roles of Product Marketing
Product Positioning and Messaging
Product positioning and messaging are the important components of product marketing. However, these two things target different audience. While product positioning is targeted to internal team of the company, product messaging is focused to your target customers or buyers of your product. Product positioning helps the internal team to better understand the unique benefit of your product/service and how your product/service differentiates from that of your competitors.
Similarly, product messaging focuses on what you tell to the target buyers about your product/service. This creates an image of your product/service in the mind of your target customers. It captures the key points that you plan on conveying about your product or service
Managing Product Launches
Product launch is another important role of product marketing. Product launch refers to the introducing your product/service to the market. This can be a new product or an upgraded form of an existing product. The objective of product launch is to make sure that the members of your company, your partners and your target customers are well aware about your product. Thus, this is an integral part of product marketing.
Creating Sales Collaterals
Creating sales collateral is another important role of product marketing. These are the materials, digital or printed, that help the companies to boost their sales. The objective of sales collaterals is to provide the buyers with the required information so that they can make their purchase decision. The best sales collateral is formed when sales and product marketing teams identify and target well-developed buyer personas.
Types of Sales Collaterals
- Printed/Digital Brochures
- Buyer Guides
- Reviews & Testimonials, and many more.
Customer and Marketing Research
Marketing research involves gathering information about the ideal customer and larger market in order to inform the organization’s go-to-market strategy. This research might include gathering data from current or former customers, consumers in your target market, or even marketing activities of competitors. On the other hand, customer research is a part of market research in which inclination, motivation and purchase behavior of the targeted customers are identified. It uses research techniques to provide systematic information about what customers need.
Types of Customer & Marketing Research
- Primary Customer Research
- Secondary Customer Research
- Quantitative Customer Research
- Qualitative Customer Research
Product storytelling is a part of product marketing that involves telling the story of a product. The story includes why the product was invented, the struggles faced by the company in the development stage and the impact the product made in the consumer’s life. Telling the story about your business makes it easier for people to trust your product and brand, which ultimately created brand loyalty. Any product storytelling must include four key ingredients: Resonance, Anticipation, Outcomes, and Emotion.
These are few of the many roles carried out by product marketing. The role has been expanded than ever before since the introduction of digital marketing. Digital marketing in Nepal has also evolved in the last decade. And, many of the companies are including digital marketing in their product marketing strategies. Elance Digital Media is one of the most trusted digital marketing agency in Nepal for product marketing.