Nailing Product Marketing: A Casual Guide

Hey there, fellow marketers and product enthusiasts! Today, let's dive into the wild and wonderful world of product marketing. Whether you're a seasoned pro or just dipping your toes into the game, there are a few key things to keep in mind. Let's break it down, shall we?

Know Thy Product

It may sound like a no-brainer, but you'd be surprised how many marketers skip this step. Get intimate with your product (dinner, wine, feature lists). Know its ins and outs, strengths, quirks, and maybe even its favorite color. The more you understand what you're selling, the better you can sell it. Talk to product owners and designers as well, they’ll spill the tea.

Speak Human, Not Jargon

Also known as speaking in “Saturday Language,” forget the fancy words and industry jargon—it’s not as impressive as you may think (unless you work at NASA…). When you're marketing a product, talk like a human does to other humans. Skip the buzzword bingo and focus on how your product can make someone's life better, easier, or more fun. If your grandma wouldn't get it, it's probably too complicated.

“Eschew the perils of engaging in a round of buzzword bingo and concentrate on articulating the transformative impact your product can wield on an individual’s existence”

— This is NOT engaging

I mean, which paragraph was more engaging? The one above? Or this one (They both say the same thing):

“Engage in the art of conversational discourse, colloquially referred to as "Saturday Language." Discard the utilization of intricate terminology and industry-specific jargon, for its ostentation may not yield the desired effect—unless, of course, you happen to be gainfully employed at NASA. When orchestrating the marketing narrative for a product, emulate the vernacular exchanges inherent to human-to-human communication. Eschew the perils of engaging in a round of buzzword bingo and concentrate on articulating the transformative impact your product can wield on an individual's existence[note: uh…wow]—be it by enhancing convenience, simplifying tasks, or injecting a dash of merriment. Should the profundity of your message elude comprehension by one's grandmother, it is a telltale sign that undue complexity may be at play.”

Tell me a Story

People love stories. Use that to your advantage. Share real customer experiences, highlight the journey of your product's development, or create a narrative around how your product fits into someone's daily life. A good story can turn a 'meh' product into a 'gotta-have-it' sensation. Remember, like every good story there is a pattern: develop the need, show the solution, envision the future.

Stay Social Media Savvy…You Savvy?

Beyond pirate lingo, social media is your BFF. Stay current, engage with your audience, and don't just push your product—share the personality behind it, but also look to solve their smaller issues with freebies (calculator, templates, tools, coupons, etc.). Whether it's a behind-the-scenes peek or a funny meme related to your industry, keep it light, entertaining, and shareable. Show your human side.

Data, Data, Data, Data, Data….(mushroom, mushROOM)

Numbers don't lie. Set expected measurable outcomes to meet (or beat) and take the time to dive into your analytics regularly. Understand what's working and what's not; try and figure out why and develop a testing plan. Maybe your latest TikTok campaign is killing it, but that email newsletter could use a little spice. Use data to refine your strategy and focus on what brings the best results and iterate.

Build Relationships, Not Just Transactions

This is also known as customer lifetime value—how long a customer will remain a customer (and continue to pay for your product). Long gone are the days of one-off transactions. Focus on building lasting relationships with your customers. Respond to their comments on social media, ask for feedback, and show them you genuinely care. Happy customers become repeat customers, and they might even bring their friends along for the ride.

Customers want to get to know the brand and they want to feel like they are in a “relationship” with it. From influencers to the casual reviewer are all seeking ways to gain deeper integration with a brand, sometimes to share their love and loyalty to others; harness this.

Adapt and Evolve

“Today, if you’re not disrupting yourself, someone else is”

— Salim Ismail

The marketing landscape is ever-changing. Stay on your toes and be ready to adapt. What worked yesterday might not work tomorrow. Keep an eye on trends, be open to new ideas, and never stop learning.

Remember, it's not just about selling a product; it's about creating an experience. Stay genuine, stay creative, and most importantly, have fun! 🚀✨

What is Brand Safety? A Quick 101 Guide

As brands strive to make their mark in the online sphere, ensuring brand safety has become a critical—but overlooked—task. With the constant evolution of our culture and the dynamic nature of online platforms, businesses need to be vigilant in safeguarding their brand reputation.

Defining Brand Safety

Brand safety refers to the measures and precautions taken by businesses to shield their brand from any association with harmful, inappropriate, or controversial content. This content could range from offensive language and imagery to misinformation or even extremist views. In a world where information spreads like wildfire, ensuring brand safety is not just a good practice; it's a necessity. With the fast-paced nature of buying digital ad space, it is easy for brands to show up next to content that could be seen as objectionable, poorly timed, or harmful…all without any intent on the part of the brand.

Why Brand Safety Matters

• Protecting Reputation: A brand's reputation is its most valuable asset. A single association with inappropriate content can tarnish years of hard work and trust-building.

• Maintaining Consumer Trust: In an era where consumers are increasingly conscious of the brands they support, any perception of negligence in brand safety can erode trust. Consumers want to align with brands that share their values and principles.

• Legal and Regulatory Compliance: Adhering to regulatory guidelines and industry standards is crucial for any business. Violations can result in legal consequences and damage the brand's standing.

What to do?!

RoutinelyVet All Partnerships: Before entering into partnerships or collaborations, thoroughly vet the entities you'll be associated with. Ensure they align with your brand values and maintain a commitment to brand safety.

Utilize Advanced Technology: Leverage cutting-edge tools and technology that can help monitor and filter content across various platforms. AI-driven solutions can quickly identify and mitigate potential risks.

Develop a Robust Brand Safety Policy and Stick To It: Establish a comprehensive brand safety policy outlining what is acceptable and what isn't. Communicate this policy clearly with all stakeholders, both internal and external. Ensure that the entire organization is aligned.

Regular Audits and Updates: This is the easiest task, yet one of the most overlooked. Conduct regular audits of your online presence and partnerships to identify and address any potential risks. Stay abreast of industry trends and update your brand safety measures accordingly. Leverage your media team (or agency(ies)) to ensure that your brand isn’t showing up where it shouldn’t. Monitor news and culture to ensure quick-fire issues do not arise.

Remember That You’re The Front Line:

Brand safety is not just a buzzword; it's a fundamental aspect of modern business strategy. By proactively addressing potential risks and taking decisive measures to protect your brand, you not only safeguard your reputation but also fortify the trust and loyalty of your consumers. In a digital world brimming with opportunities, ensuring brand safety is the compass that guides your brand toward a secure and successful future.

Intelligence at the Edge of the World

A formidable synergy is transpiring – the amalgamation of Edge Computing and Artificial Intelligence (AI). This dynamic fusion represents a paradigm shift, redefining the landscape of data processing and decision-making. In this blog post, we embark on a journey to unravel the potent amalgam of Edge Computing and AI, exploring its transformative capabilities across diverse industries and envisioning a future where real-time intelligence converges with unparalleled computational efficiency.

The Confluence of Edge Computing and AI:

At the nexus of computational innovation, Edge Computing and AI converge, giving rise to a symbiotic relationship that transcends the sum of its parts. Edge Computing, with its decentralized processing paradigm, meets AI's insatiable appetite for big (and little) data with local, real-time analytics. This marriage of technologies empowers devices at the edge to not just process data but to do so with contextual intelligence, fostering a new era of responsive and situationally intelligent applications.

Blending Edge Computing and AI is a game-changer in the realm of real-time decision-making. By processing and analyzing data at the source – on the edge – AI algorithms can rapidly infer insights without the latency associated with cloud-based processing. This is particularly crucial in scenarios where split-second decisions are imperative, such as autonomous vehicles, industrial automation, manufacturing at scale, or critical healthcare applications.

Applications Across Industries:

The impact of Edge Computing infused with AI is reverberating across diverse industries, bringing forth a wave of innovation:

• Accessible Smart Cities: AI-powered edge devices are revolutionizing smart city initiatives. From optimizing traffic flow based on real-time data to enhancing public safety through intelligent surveillance. But, this is all the price of entry, and something that has been part of the smart city lexicon for 10+ years. The true power of AI+Edge is speed, scale and situational. Federated edge technology powered by evolving AI can quickly determine what is (and isn’t) a concern for city management. It also can begin to generate optimizations and recommendations to better serve citizens based on large data models and practical evidence.

• Manufacturing Intelligence: Edge AI transforms manufacturing floors into hubs of efficiency and intelligence. Predictive maintenance, quality control, and adaptive production processes become a reality, optimizing operations and minimizing downtime. Production centers might balk at the price and integration costs of such a solution, but the ability to empower AI to review slight aberrations in production, as well as pairing that with field (or distributed) workers at the edge to address situations at the points of pain.

• Better, Cheaper Healthcare: The healthcare sector, long the slowest industry to adopt new technology, is witnessing a revolution with the infusion of Edge Computing and AI. From remote patient monitoring to AI-assisted diagnostics, the amalgamation is enhancing patient care, reducing costs, and improving overall healthcare outcomes. With large data models, patient journey and outcomes, all married to large scale computational power, healthcare can become more efficient at delivering care to those who need it, but in a faster, more productive, and more personalized fashion. Powering doctors, nurses, and first responders with edge devices also enables those users to tap into the intelligence network and apply crucial aid while also being able to work quickly with AI oversight to prevent human error.

Edge + AI's Sharpest Edge

What gives Edge+AI its edge? The answer lies in the localized processing of data coupled with the cognitive capabilities of AI algorithms. This not only ensures privacy and security by keeping sensitive data on-premises but also enables a level of intelligence that was previously confined to centralized systems. Add to this the evolving nature of quantum computing and 5G proliferation for edge devices and you have all the ingredients for a massive tectonic shift in how data, knowledge, news and information is shared, authenticated and distributed.

Challenges, Solutions and the Future

While the potential is immense, challenges such as the need for standardized frameworks, optimized hardware, accessible networking, and efficient management solutions must be addressed. Industry collaboration and ongoing technological advancements are vital in overcoming these hurdles and the lack of an industry leader or governance becomes problematic—we do not need a “Format War” where proprietary approaches are owned by one or two companies. The power behind Edge+AI is its decentralized access and open architecture.

With the evolution of more sophisticated AI models, enhanced edge-to-cloud collaboration, and the proliferation of edge devices herald a future where intelligent decision-making becomes intrinsic to our daily lives.

The alliance of Edge Computing and AI marks a pivotal moment in the evolution of computational capabilities. The power to process, analyze, and act upon data in real-time, right at the edge, is reshaping industries and opening new frontiers of possibility. As we navigate this landscape of innovation, one thing is certain – the transformative power of Edge Computing infused with AI is not just a technological trend; it's a revolution that is set to redefine the way we interact with and harness the capabilities of the digital world.