Digital Product Marketing goes beyond merely digitizing product collateral and placing it on the web. Certainly, this is one element of what effective digital product marketing includes, but there is much more to this new domain. Taking a step back, consider product marketing itself. Product marketing focuses on launching new products into markets, developing solid Go To Market (GTM) strategies, and creating the full marketing plan that will lead a product or service to market success. To compare, Digital Product Marketing includes this traditional definition, but also requires a solid and broad grasp of digital marketing technologies and techniques.
Depth in digital marketing means infusing it into every aspect of a product GTM plan. For example, a digital product marketer must now consider how a marketing asset is written with keywords forward loaded at the beginning of all collateral and documents. This will maximize the favourable collateral impact on SEO and web page relevance scores. They must now also consider how to parse the marketing assets into bite sized snippets that can be tweeted, quoted, tagged and hash-tagged. As a new product or service is developed, the digital product marketer also has to plan out how to create a stream of continual, relevant, and impactful blog posts. This will maintain freshness and a strong quality score for the product pages – which will improve search engine placement – which means greater customer awareness of the product.
By expanding the breadth of product marketing, we will see improvements in the quality of product launches and supporting marketing materials. Since future digital product marketers will be versed in both traditional and digital marketing, the strategies will start to intertwine more smoothly.
Examples of intertwined marketing, already surrounds us. Savvy marketers use traditional assets to drive clients to their digital assets. An iProspect 2007 study on offline channel influences on online search behaviour concluded that “67% of online search users are driven to search as a result of some offline channel.” (p9).
Clayton Christensen (Harvard Business School professor) noted that an estimated 30,000 new products are launched every year, with a 95% failure rate.
With such a high failure, firms must both improve their go to market product choices, and will strategic digital product marketers who can blend digital marketing with creative intertwined marketing strategy – to make an impact on their new product launches.
There is much at stake for the new age Digital Product Marketer. We must develop marketing strategy that intertwines both traditional and digital marketing – and most importantly leverage the new realm of digital aspects to improve our game.