Some of the most popular SaaS solutions hold the same popularity as mass market applications. You need to know how to employ them!Ī cliche resource in this article would be to say “ B2B marketers are the opposite to B2C”. Today’s successful companies amass unprecedented quantities of data about their users. ![]() Political marketing professionals know that, to get a mass constituency, you have to appeal to the particular issues which voters care about. Does this sound contradictory? Quite the opposite! When you are seeking a macro-market, you need to micro-target. Mass consumer PMs are concerned with personalization.From a minimum common denominator (which need not be excessively simplistic!), they must build a platform that is both attractive and effective for users. Rather, mass consumer market PMs have to understand that they are aiming to include the whole population. Many failed digital did not “emerge before their time”, as it is often said. They understand the importance of UX design.B2C Product Managers are not necessarily better trained in marketing or less technical than B2B ones. This means pricing, design, marketing… The second big mistake people make is to extrapolate this sector’s relationship with its customers (integrated in their daily lives) to the rest of tech applications.īut this vision of the B2C market is based on broad generalizations. First, that the lessons extracted from these companies can be employed with success everywhere else. This has led to some mistaken assumptions. Who does not need to order food or other items once in a while? Who is not seeking the cheapest, nicest holidays available? Who can get lost and in need for a quick ride in the city? All of these digital applications offer services that are universal in their reach.ī2C PMs are often the most visible face of the tech economy, which makes them the standard example for books, blogs and events. They are not mutually exclusive, obviously. That is, whether you have to prioritize certain approaches or perspectives when dealing with each type. It would also make little sense to divide them by “complexity”: who can define whether something is more difficult or effortless? Our guiding principle is the usability behind the groupings. It would not make sense to organize products by sector ( on the Proddys, we ended up with 15 categories in total!). What is our criteria? Well, here we aim to be practical. Now it is time to clarify what we mean when we talk about Product. In the past decade or so, product experts have gathered enough information to determine what we talk about when we talk about Product Management. The basis for Product Thinking, common methodologies and tools is the transferability of ideas and experiences from one situation to another. ![]() However, there are some traits pertaining to products that can appear across industries. What types of product will every Product Manager encounter through their career? This question might seem impossible to answer, and it is to an extent.
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