Defining user needs is still important

As a product marketing community, we’ve drifted away from a tight specification of user needs. When hardware products dominated, the product development cycle could easily last several years, mandating a deliberate discussion of the targeted users’ needs upfront.  This framing was carefully research and crafted, and included analysis on how specific features created value, with […]

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The 7 responsibilities of marketing

Digital marketing has dramatically expanded the number of tactics available to reach and generate enthusiasm with new prospects.  We are even seeing a redefinition of the professional skills required as captured with the recent  T-shaped marketer focus.  But while the toolkit has grown, the core responsibilities of marketing have not changed. A product’s life cycle runs […]

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Growth Hacking: Is Programming the new “P” of marketing?

Marketing is transforming itself at a velocity not seen since the rise of mass media in the 50’s. Driven by the explosion of consumer activity online, marketers are quickly learning to leverage the networks of social and big-data platforms to accelerate their businesses.  This trend has a long way to run – marketing has barely […]

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10 ways to use app marketing strategies to drive your brand

Companies selling web-based services and web-connected products have a terrific opportunity to develop customers for life.  Being connected allows them to maintain a tight customer relationship, using specific app marketing strategies to create an asset that is very tough for their competitors to penetrate, lowers their own marketing and customer acquisition costs, and when done […]

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Display ads – why it’s not getting better

Poor display advertising – more bad news.  For most products and services, display ads are extremely inefficient in reaching those consumers who would be psychologically motivated to buy your product.  But display suffers from an even more fundamental flaw than inefficient targeting. Researchers in Britain published an interesting post entitled: How pure irrelevance turns things invisible.  […]

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