Differences of Product Marketing and Digital Management
Product Management and Product Marketing, which are terms that are often confused, are separated from each other with slight differences, although they are processes that go together. We can briefly define these two processes as two separate teams working for the same purpose but undertaking different tasks for it. In this article, I’ll go over the differences between the two and how they work together.
What is Product Marketing?
Product Marketing is the set of strategies created to introduce and adopt the product to the consumer. By analyzing the target audience before the product is launched, it ensures product positioning for the target audience determined when the product is launched. Determining the right target audience and the right marketing strategy is very important in this process. When the wrong strategy is applied to the wrong target audience, the adoption of the product and the retention of the product in the market become difficult. Therefore, product marketing is in a very important position for brands.
In this process, efforts are made to find answers to questions such as: ‘Who is our target audience?’, ‘What strategy should we follow?’, ‘Which channel is the most suitable for this strategy?’
A Successful Product Marketing Sample:
Air Force, one of Nike’s most popular models today, did not receive the expected interest in the first years of its release and the product was not sold well. On top of that, they developed a different strategy to remove the shoes from their hands. They re-marketed the shoes as the “Limited Edition” to give people the feeling that they are buying a special series, and this method has made it one of the best-selling and beloved models of the Air Force. Today, however, there is a “Customize” feature for the Air Force, and they continue to keep the interest on the product by having people design their own Air Force.
What is Product Management?
Product Management is a process that guides every step of the product from the production stage to the market. The planning of many issues such as the development, cost and pricing of the product takes place in this process. In this process, product management is also a key point for companies in order to ensure that the company profits from the product with the right cost and pricing strategy.
In this process, efforts are made to find answers to questions such as: ‘Does the product meet the customer’s needs?’, ‘How much does the product cost?’, ‘How much profit does it bring?’
What are The Differences Between Product Marketing and Product Management
|Product Marketing||Product Management|
|Represents the voice of the customer, before, during and after lunch.||Focus on developing and defining a product.|
|Are responsible for the positioning and messaging of new products and features in line with market demands.||Are responsible for setting the product roadmap and the product vision.|
|Defines key value props of new and updated products.||Identify customer pain points to target and align product requirements accordingly.|
|Work closest with sales and product management.||Deliver technical info on new and updated products to product marketing.|
|Drives product adoption and advocacy.||Work closest with product development and product marketing.|
How do Product Marketing Manager and Product Manager work together?
Although the two parties have different responsibilities, they must work in a coordinated manner. Together with the market researches of the product marketing side, the product management part understands the customer needs more clearly and makes a great contribution to the development of the product. The detailed information provided by the product management side about the product is important for the product marketing team to develop the right strategy in the part of bringing the product to market. At this point, I think that although both departments do different jobs and undertake different tasks, they are actually two teams that cannot be separated from each other. Since both processes form the basis of the product, it becomes difficult for the product to survive in the market with a missing piece.
Author: İpek Mangtay
Date Published: Sep 30, 2021