Digital marketing is a necessary step for a successful product launch

Reading time: 4 minutes

Digital marketing is more important today than ever. More than 266 million American consumers shop online – that’s about 80% of the total population of the United States.

Digital marketing is particularly important during your product launch. Without a clear digital marketing strategy, you risk losing consumers who buy exclusively online.

A clear digital launch strategy can also improve your brand presence and help you connect with new audiences. Digital media generally reach a wider audience than physical media and you can use data analytics to record consumer characteristics for future use.

Digital Marketing Basics

Before you start working on your next product launch, you need to understand the basics of digital marketing. Digital marketing can be more complicated than physical marketing because you have access to more data and insights through digital analytics that track user behavior.

You can take digital marketing course to pick up speed. Digital marketing courses will teach you skills like using Google Analytics and the basics of Photoshop. Having a broad understanding of digital marketing is essential if you want to get the most out of your next product launch.

Start by familiarizing yourself with Google Analytics. Google Analytics gives you an overview of your digital marketing campaigns. This is especially important before a product launch, as you’ll need to understand how to turn data into insights to create marketing materials that will help you stand out online.

Stand out online

Digital marketing is a huge opportunity for your business. However, getting noticed in the digital realm can be tricky. Many of your competitors may have a distinct digital presence. This makes it harder to get noticed online, as your competitors may have outbid keywords and other relevant SEO metrics.

Start by creating a clear business strategy in the digital age. A clear strategy will maximize your return on investment and improve the effectiveness of your product launch. It can completely change the way you operate. For example, you may need to create a Chief Digital Officer (CDO) position to improve digital awareness and claim a bigger share of the digital market for yourself.

Redesigning your business strategy to embrace the digital age can be nerve-wracking. However, innovative leaders embrace uncertainty. It may mean you make a few mistakes but, in the long run, a switch to embrace digital marketing will almost certainly pay off.

Embracing change gives you a chance to stand out online. Your competitors, who may be slow to adopt data-driven marketing, will be behind in the years to come if you have adopted a Digital Age Council and successfully integrated Digital Natives into your leadership teams.

Consistent brand image

It’s easy to get carried away during a product launch. You want your new offering to stand out, and you’ll do almost anything to get attention on your web pages and social media. However, before heading in a whole new direction, be sure to check with your brand managers first.

Consistent branding ensures consumers know who you are and what you stand for. This is as true in the digital world as it is in the physical world. However, when creating digital materials for a product launch, you have a wider range of content options to choose from.

For example, suppose you want to film value-based marketing content. Before you start putting storyboards together, first consider your brand image and your company’s pre-existing values. This will ensure that your content looks authentic to returning consumers who discover your digital launch.

Don’t forget that you can also borrow from physical marketing. Your social media posts can borrow effective design elements from flyers or other promotional materials you use IRL. This will save you time during the design phase and ensure that your materials are consistent across all platforms.

Customer Feedback

Traditionally, customer feedback was hard to come by. You can send out surveys and conduct questionnaires, but collecting physical feedback is almost always a labor-intensive process. Digital marketing allows you to quickly and effectively gather customer feedback before launch.

You can collect traditional forms of feedback online. Incorporating links to surveys hosted by SurveyMonkey, Facebook polls, or Google Forms can still be very effective. However, these strategies still rely on user engagement and participation.

Instead, consider collecting customer feedback through strategies like A/B testing. A/B testing involves hosting two versions of the same landing page and evaluating the effectiveness of each page.

For example, if you are about to launch a new line of ice cream flavors, you can run two versions of the same site for your consumers. One version might show off your new raspberry ripple flavor. The other can display images of your mint-chocolate flavor. Put together analytics like the bounce rate and dwell time of the two pages to determine which resonates more with consumers.

Conclusion

Digital marketing is a must for your next product launch. Building a strong digital presence will introduce you to new customers and could have a lasting impact on your business operations. Start by training yourself to understand the basics of digital marketing and consider running A/B tests to see which launch will be most effective.

By Indiana Lee, BOSS Contributor

Cathy W. Howerton