Steve Lesnard, Product Marketing Using Digital Technology

Digital technology has changed the way businesses market their products because of the many amazing benefits. On the other hand, while using digital techniques has numerous advantages it can be counterproductive if not used properly. Brands that leverage digital techniques properly are those that put the needs of their consumers first and are the main focus on all their strategies. Product marketing strategies that are successful are those that have clear benefits and are of value. Steve Lesnard gives brands effective ways they can market their products using technology. According to Lesnard, there are two main principles that one can use to market their product effectively. The following are the two main principles.

  1. Simplify to make the product memorable

The main goal of marketing is to ensure that consumers remember your brand each time they want the specific product you are selling. One way to ensure that you are memorable to your target audience is by keeping it simple. The introduction of your product should be clear and outlines the consumer benefits. A good example is the iPod campaign whose slogan is 10k songs in your pocket. The focus of this slogan is on the benefit of having music on your phone anywhere anytime. This slogan has stuck among many music lovers worldwide. This communication strategy worked effectively as it tapped into the emotions of the target audience.

  1. Bring it to life to make it real

Another principle that Steve Lesnard offers is by making the whole marketing experience real. This relates to the consumer experience and how they receive it. One effective way of making the product alive is by the use of videos. You can create videos on the product to act as adverts showing its numerous benefits. Another way is by using testimonies from other consumers as a way to show your new customers of the value of the product. Many people prefer purchasing products they can relate to and using testimonies is one way to do this. People want real-life experiences with products before making that decision to purchase.

Therefore, as you prepare for your next campaign, put these into consideration and you are bound to succeed.

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