“Every Product launch requires strategic planning to make sure messages about a new product reach the right types of consumers, are communicated through the most effective combination of channels, and have the most relevant content and style. Once marketers have researched the market and defined their target audience, they face several key decisions on how to make their approach.”
This paragraph contains all the necessary parts that have to be addressed in order to launch a successful product/service.
Consumers are usually divided into two groups: niche or specialized target and the other being mass marketing, or marketing to everyone. Once one or the other of these market types are identified, the next challenge is deciding which channel to use. Today there are a wide variety of channels and the wrong selection could cause the demise of a potentially needed product/service. The following is a brief description of the most recognized distribution channels.
Traditional: this channel encompasses the use of advertising media such as radio and TV. Newspapers and print material make up another large segment of this channel. Other outlets include telemarketing, billboards and special events. While this channel now represents approximately one quarter of all marketing, I still believe that it has its place.
Digital: digital marketing gives a business direct, two-way communications with customers. It is the marketing method of choice by the majority of new businesses as well as existing businesses. It is a very congested market and, in my opinion, takes a lot of expertise to reach the desired market. Digital marketing is most effective when used in conjunction with a traditional approach.
Besides these two major distribution channels, there are other channels known by such names as Sensory marketing which uses sights, sounds and smells, Relationship marketing which builds a rapport through what I call human touch marketing , and Engagement Marketing which entices the customer to participate in product sales.
The research required to launch a successful venture requires not only the identification of the consumer group but also the research which will identify the type of channel your prospect is going to accept and will act upon.
I cannot emphasize the importance of this particular blog. If the necessary research is complete, your chances for success are greatly increased. –
“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” Beth Comstock
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