How to launch a new product
Media Shower
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In this issue: If you're looking to launch a new product or service, our new guide on Go-To-Market strategies covers trends, strategies, and best practices to help you get customers engaging with your new offerings.
We're also covering Google's continued efforts to eliminate the dreaded advertising cookie, and discussing what Nike's infamous 2018 Colin Kaepernick ad can teach us about communicating brand values to the public.
Let's get started!
Go-to-Market Strategy: Using Content to Launch a New Product
In a world of thought leadership, brand awareness, and funnel-based marketing strategies, marketers sometimes forget that we're ultimately here to sell products and services.
Consequently, go-to-market (GTM) strategies can help marketers create campaigns to bring new products or services to consumers for the first time.?
Don’t be fooled–a GTM strategy differs in many ways from other forms of generalized marketing. These strategies focus on putting products in front of users, reducing risks associated with new products, and leveraging market and customer profiles for highly targeted approaches.
Our new guide examines the importance of pulling these three together to craft attention-grabbing go-to-market content. We'd like you to join us as we explore examples, templates, and best practices you can use to boost your business.
Controversy, Change, and Marketing: Inside Nike's Infamous Colin Kaepernick Ad
TL;DR: In a 2018 two-minute advertisement by Nike, Colin Kaepernick demonstrates how communicators can stay strong when taking controversial stances. Or, as he puts it in the speech, “Believe in something, even if it means sacrificing everything.”
So What? Advertising is a great way to bring attention to products and services. But what happens when such advertisements attempt to step into controversial topics to make a statement about the world?
In the case of Nike, they featured a polarizing figure in Colin Kaepernick to reflect the values of change, growth, and social justice associated with their brand.?
Learn how Nike and Kaepernick provide a masterclass on what it means to communicate values and ideals from the perspective of brand awareness, using sports metaphor and ethos to do it.
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Marketing Mixtape
Looks like we're still talking about cookies. We've touched on Google's (and the market's) love/hate relationship with advertising cookies. Well, it looks like we're taking more steps toward a cookie-free Chrome experience.
GroupM, a media investment company, is partnering with Google to deploy sandbox test environments for clients that want to take this new cookie-less future for a test drive .
This feedback period is the next stage in an ongoing mission to "destroy" (or, perhaps, replace) cookies for marketing purposes.
Social media might be social again. In a bid to transform user feeds into... user feeds... Instagram is expanding its "close friends" feature to more media types, including reels.
This feature allows users to designate users that should receive specific content, typically more intimate or friend-focused in nature. It makes it so that select friends receive important content that others in a following list won't.
This feature addresses some limitations of the Instagram platform, including late changes to the hashtag system, limitations to organic reach, and issues with receiving content from those that users follow.
Is AI inevitable? A report from Kaltura finds that 88% of surveyed marketers are using AI in one form or another, and the remaining 12% have at least some plan to experiment with it in one way or another.
Judgment is divided, with 17% stating they see no value in the technology.
The real test of time isn't going to be whether or not AI is going to take over marketing, but how marketers harness AI to do their jobs better.