What is product marketing?
Product marketing write for us: It is the process of marketing a company’s products. But where does product marketing start and end? Inappropriately, there is no clear answer to this question.
Some companies have marketers focused on launching new products. But others extend the scope of product marketing to inform and guide ongoing product development and sales strategy years after a product launch.
In a broader sense, product marketing is the interface between the product and the market. Market demands determine which products make and how they present to consumers in each marketing campaign. In this sense, product marketing can encompass all aspects of developing, launching and selling a product.
What do product sellers do?
Because the definition of product marketing can vary, the roles of product marketers (or product marketers, as they often call) can vary widely between industries and companies.
Product marketing can be shared between several people and departments or assigned to a product marketing manager. There may even be a dedicated product marketing team. The primary responsibilities of a product marketer include the following:
- Realization and analysis of market studies.
- Product development support
- Determine the positioning and message of new products.
- Measure the success of products and campaigns based on customer feedback and KPIs
- Product Marketing vs Brand Marketing
Product marketing is focused solely on the product. It is based on the confidence that the product that best serves the market always wins, regardless of other factors such as awareness advertising. In other words, the role of a product marketer is to launch a product that creates the market.
On the other hand, brand marketing is base on the belief that these other factors determine who wins. In other words, a brand’s established emotional connection to a customer will influence them more than the details of the product.
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