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Last updated on 2024年8月2日

You're facing shifts in marketing channels. How do you adapt your product messaging strategy?

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As the marketing landscape evolves, so must your product messaging strategy. You're navigating a terrain where traditional channels may lose their potency and new platforms emerge overnight. It's crucial to stay agile and responsive. Your ability to adapt your messaging to these shifts can make the difference between staying relevant or fading into obscurity. You need to understand your audience's changing preferences and the nuances of new platforms to craft messages that resonate and convert.

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1 Understand Trends

To adapt your product messaging, you must first understand the trends causing shifts in marketing channels. This involves staying updated with industry news, analyzing competitor strategies, and monitoring consumer behavior. By identifying patterns, you can predict which channels may gain or lose traction and adjust your strategy accordingly. For instance, if you notice a surge in the popularity of a new social media platform among your target demographic, it's time to learn the ropes of that platform and how your product can shine there.

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Luis Alberto Malosetti Dagna

|MI LEGADO, Inspirar Crecimiento|Colaboro en el DESARROLLO Humano y Profesional de las PERSONAS|EDVE Brand Ambassador-Argentina.
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Para adaptar la estrategia de mensajes de producto ante cambios en los canales de marketing, primero realizo un análisis exhaustivo de las nuevas plataformas y su audiencia. Luego, ajusto los mensajes para que sean relevantes y resuene con el público específico de cada canal, manteniendo la coherencia con la identidad de la marca. Implemento una estrategia de segmentación precisa y personalizo los mensajes según los comportamientos y preferencias del usuario. Finalmente, evalúo continuamente el rendimiento a través de métricas y ajusto la estrategia en función de los datos obtenidos, garantizando así una comunicación efectiva y una optimización constante.

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2 Audience Insights

Gaining deep insights into your audience is crucial when marketing channels shift. You need to find out where your audience is moving to and why. Engage with them on these new platforms to learn about their preferences and pain points. This will help you tailor your product messaging to address their specific needs and behaviors on each channel. Remember, a message that works on one platform may not work on another, so customization based on audience insights is key.

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3 Channel Potential

Evaluating the potential of new marketing channels is vital. Not all platforms will be a good fit for your product or audience. Assess the features and user demographics of each channel to determine if it aligns with your marketing goals. If a channel seems promising, consider experimenting with small campaigns to test the waters before fully committing. This way, you can refine your messaging based on real-world feedback without risking significant resources.

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John E. Bredehoft

Proven Senior Product Marketing Manager who drives growth. Expert in identity/biometrics. Seeking an individual contributor role on a co-creative team delivering exceptional business results.
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When surveying the channels where your buyers are, make sure they are receptive to business messaging on that channel. Most of your buyers are probably on Facebook, but they may treat it as a "personal" channel for friends and family, and any Facebook pitches to them would seem intrusive and turn them off.

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4 Messaging Agility

Your product messaging must be agile to adapt to new marketing channels. Develop a flexible messaging framework that can be easily tweaked for different platforms while maintaining a consistent brand voice. This agility allows you to respond quickly to changes and take advantage of emerging opportunities. It's also important to have a system in place for rapid content creation and approval so you can keep pace with the dynamic digital landscape.

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John E. Bredehoft

Proven Senior Product Marketing Manager who drives growth. Expert in identity/biometrics. Seeking an individual contributor role on a co-creative team delivering exceptional business results.
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If you have the money for it, incorporate the AI features of various platforms that automatically tweak your content for different channels. If you don't, make sure you know the requirements for each channel and adjust your text, image, and video content accordingly.

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5 Test and Learn

Testing and learning should be at the heart of adapting your product messaging strategy. Run A/B tests on different channels to see what resonates best with your audience. Use the insights gained from these tests to optimize your messaging for each specific channel. Remember, what works today might not work tomorrow, so continuous testing and adaptation are essential for long-term success in an ever-changing marketing environment.

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6 Feedback Loop

Creating a feedback loop is essential for refining your product messaging as marketing channels shift. This involves actively seeking and analyzing customer feedback from each channel. Use surveys, social media interactions, and customer service inquiries to gauge the effectiveness of your messaging. Incorporate this feedback into your strategy to ensure your messaging remains relevant and impactful, regardless of the channel you're using.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Vinod Krishna Ravi Iyer

I enable and advise business leaders on B2B go to market strategies across key audiences, industries and geographies to create awareness, consideration and drive revenue for growth.
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A plethora of products and services keep get released in the market place. In the B2B world, it is very hard to differentiate from one provider to another and there is always a high probability that it’s a sea of same! Further it’s a finite set of customers and audiences we go after. So instead of pushing products and capabilities into the market one after another to the same audience, we need to take a simpler route to market and messaging strategy needs to shift from product / capability first to audience-first. Lead with a problem solving mindset and bring relevant products and service capabilities together targeting the right cohort of audiences to stay relevant.

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John E. Bredehoft

Proven Senior Product Marketing Manager who drives growth. Expert in identity/biometrics. Seeking an individual contributor role on a co-creative team delivering exceptional business results.
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Remember that the algorithms are supposed to serve you; you do not need to serve the algorithms. If a self-styled social media "expert" says that you must post a carousel of exactly 4 images on Tuesday at 7:17 am after 23.5 minutes of preparatory pre-engagement, ignore the "expert." If your message is compelling, your prospects will find it.

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You're facing shifts in marketing channels. How do you adapt your product messaging strategy?

1

2

3

4

5

6

7

1 Understand Trends

2 Audience Insights

3 Channel Potential

4 Messaging Agility

5 Test and Learn

6 Feedback Loop

7 Here’s what else to consider

Product Marketing

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You're facing shifts in marketing channels. How do you adapt your product messaging strategy?

1

2

3

4

5

6

7

1 Understand Trends

2 Audience Insights

3 Channel Potential

4 Messaging Agility

5 Test and Learn

6 Feedback Loop

7 Here’s what else to consider

Product Marketing

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感谢您的反馈

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