The marketing landscape has gone through breathtaking transformations since the discovery of the Internet. Successful businesses are reaping massive benefits from the use of social media and other digital tools in their marketing campaigns.
As a good number of companies succeed thanks to the new marketing tools and mediums, some firms are still struggling to increase sales even with the utilization of these tools and platforms. So, where is the problem? Why would one firm succeed, and another one make minimal or no progress when both are using similar strategies?
According to Steve Lesnard, it all boils down to proper usage. A company that wants to succeed must leverage these digital marketing tools properly. Among many other areas, Lesnard believes that new product introduction is a critical determinant of how the product will perform in the digital world.
Lesnard explained two fundamental principles that a firm can apply to market their next product effectively.
- Short and easy to remember
It is not unusual for the sales and marketing team to get overwhelmed by the many digital marketing options at their disposal. Amidst all these, do not underestimate the power of getting the storyline right from the word go. Steve Lesnard encourages marketers to keep the storyline not only short but also memorable.
Use the shortest sentence possible to let your target market know what is new and the enhanced areas. Use this opportunity to make them aware of the benefits they stand to reap from the product you are offering. It requires the ability of the sales and marketing team to use the most relevant and innovative features to communicate with the customers. Some situations will demand you to identify a lane and then go for it.
- Make the consumer experience real
Once you have come up with a clearly defined storyline, the next step entails determining the consumer experience that you wish to bring to life. Pay attention to the critical elements of the products such as what it does and how to use it. Devise ways of presenting these elements in a way that delivers nothing but a breakthrough. The methods you choose should have the potential to energize your choice of medium. The beauty of digital marketing tools is that they allow you to play around and come up with an engaging and productive campaign.
As you do all these things, Steve Lesnard reminds you to keep the interests of your customers at the heart of the business strategy.