Product Marketing Promotion | How to create sparks between marketing and products?

Every product needs marketing, no matter in the initial stage, stable stage or even decline stage of the product. This professional term exists not only in the Internet era, but also in the place where there are transactions.

Regarding products, a friend asked me: "The economic situation is not good this year, and everyone says that the Internet dividend is disappearing. Is the position of product manager about to face extinction?"

I said no, at least not for the time being. Where there is demand, there will be products. Products are the product of the Internet era, just like what can defeat WeChat is not another WeChat, what can make a product extinct must be another era that replaces the Internet.

So, what is the product? People have been talking about this for many years. I personally think that products can be interpreted in two aspects: nouns and verbs.

1. Product (verb) means: a set of processes to solve needs, and around this theme, we start a closed loop of demand research, analysis, design, development, launch, monitoring, and iteration.
2. Product (noun) means: a service model that takes the company's strategic positioning as a premise, proposes solutions based on user needs, and presents them in an information-based form, so that the company can obtain conversion benefits while meeting user needs.

So, can marketing and products create sparks?

What is marketing productization, is it feasible, and how to carry it out? (Partial outlook)

Marketing productization is a service model for enterprises or individual groups that combines existing marketing models or popular marketing models in a certain period of time in the future to help users complete or assist users in improving marketing efficiency in the form of products.

Marketing products can be divided into two types based on product positioning: model type and tool type.

1. Pattern type

With a certain marketing model as the final product orientation, product functions permeate into every detail of the process, with the main purpose of improving efficiency and increasing conversion.

"There were no products in the world. As more people made them, products naturally appeared." Model products can be said to be the information products of successful and popular marketing models. When a model is used frequently, it will become inevitable to use a system product to help users efficiently produce marketing behaviors.

Let’s take a simple example: WeChat fission (now curbed to a certain extent). The poster design, script preparation, and activity rules involved can all be assisted by products. Users can complete a set of more professional activity operations quickly and efficiently according to their own needs.

In addition to simply assisting users to complete this marketing process, it can also assist users in improving each step of the process in the form of data analysis reports. The color ratio of the poster gives the user activity index, and common high-quality scripts are given according to different industries?

The implementation of data reporting requires not only a deep understanding of the model, but also a large amount of data as support, which is also the main difficulty of model-based marketing.

The model type can be a combination of multiple marketing models or a single marketing model as a product, which mainly depends on the difficulty of replicability of the model and the life cycle of the model.

So far, there are very few model-based products, mainly because popular marketing models have short life cycles, fast changes, and strong personalization.

2. Tool type

——That is, a product that is separated from a certain marketing model and presented in the form of a tool to assist users in improving the efficiency of a certain business.

The tool type is universal, not limited to a specific marketing model, and can be used in a variety of marketing activities. The tool type is mostly aimed at non-professionals, that is, using professional products to assist users in doing professional things. For example: H5 product "YiQixiu" and picture design product "Chuangketie".

Take Chuangketie as an example: the core function of Chuangketie is to design pictures online. Users can choose different types of picture categories according to their needs, and the picture size, color tone, style, etc. can be flexibly adjusted and selected. Among the better details is the classification of fonts into free fonts and commercial fonts to avoid infringement risks. The function meets the needs of poster and header image design in daily operations.

Its revenue model mainly includes: membership privileges, online printing and paid templates, etc.

In addition to addressing the core needs of users, Chuangketie has also expanded its model by adding video tutorials, communities and other communication platforms. However, the main contradictions that need to be resolved at this stage are whether to continue to expand into related businesses (strategic needs) and how to increase activity.

Summarize

Model-based products systematically solve marketing needs, replicate marketing models, and improve operational efficiency under a certain model. However, their disadvantage is that they are too specific. Their popularity depends on the adaptability of the model to the current environment, which may result in too many sunk costs. The difficulty lies in finding the model and deeply understanding user needs.

The solution may be to modularize the model, flexibly call existing modules when new models emerge, improve product development efficiency, and seize the popularity of the model.

Tool-type products serve a certain step in the marketing process and are aimed at non-professionals (design professionals, development professionals). They reduce the difficulty of marketers' work. The possible development direction is to combine big data to provide detailed data analysis of the design process to make the user experience more intuitive. The difficulty lies in the selection of data analysis dimensions and the formulation of data proportion rules.

Comprehensive marketing products: can be used as the main direction of product development. Various tool types are product lines, and one model type is an external product. After users select a model or create a new model, they use the tool-type products for marketing planning.

Data-driven , marketing desk design is similar to a workbench product, including early marketing planning, later marketing results analysis, comparative analysis of multiple activities, and analysis of the effects of different models. In the CMMI certification training I participated in before, I found that the main flaw was the model, the systematic model of data analysis. For marketing, products can also be designed to provide data management models.

As a To B product that needs to better understand To C users, the demand mainly comes from marketers, and the behavior of marketers depends on C-end users. Just like making financial products requires a certain financial foundation, marketing products also need to understand the marketing process and pain points.

Marketing productization can gradually solve core issues such as model selection, process streamlining, material preparation, and data analysis.

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Author: A carrot has no pit

Source: A carrot has no pit