Product marketing has become a science, not a guessing game

June 29, 2022 | 5 minute read
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Anticipate your customer’s needs and give them the information and content to help them make up their minds.

Are you familiar with taking pictures with a smartphone?

You, of course, know all about it. It’s child’s play, really. The whole thing has built-in user-friendly gizmos and guidance so that even a person with two heads and ten thumbs can take photographs like Ansel Adams.

Why go to the trouble of learning photography when all you have to do is point and shoot? This frame of mind is not confined to the realm of photography. Instead, it is a representation of the decision-making process in your brain. When it comes to making choices, your brain would rather just go with the flow rather than pausing to think about all of the options.

To put it another way, the mode of decision-making that is most commonly used is comparable to taking a picture with an iPhone rather than a DSLR camera.

When your brain’s on autopilot, that’s System 1 thinking. When you have to pause and consider something, that’s System 2.

There are, of course, a great number of circumstances in which individuals are required to pause and think.

Marketing is typically the department that chooses the website's content, monitors its performance, and is in charge of the website's management during the process of making decisions regarding its creation and maintenance.

Product and technology assist marketing in communicating the appropriate product features and in setting up the appropriate technology stack, which enables marketers to work in a flexible manner independent of other departments.

Helping marketing understand what their customers and markets anticipate from their products is the responsibility of sales and customer service.

The beauty of product marketing is that it allows these teams to work together to create great product positioning. Teams that work together also inform each other with daily, weekly, and monthly learnings to continuously improve positioning, engagement, leads, and sales.

See how to bridge the gap between marketing and sales so those teams can work together better with AI and automation. Get the details on marketing creating better leads for sales and turning more profits with Oracle Fusion Marketing.

Learn the science behind product marketing for better teamwork

The system is the secret

System 2 is essential to understanding consumer psychology and is an essential component of marketing. It is of the utmost importance for marketers to anticipate this kind of "deliberate" thinking.

So, at what point is System 2 most likely to become active? And what kind of optimization strategies can marketing teams use for it? Keep reading.

There are situations where it is necessary to exert the mental effort required to take manual control, and there are unmistakable examples of this in the consumer world. One particular category of product is an example of a situation that reliably triggers System 2. Consequently, the first step in marketing to people who think this way is to identify products that cater to a System-2 mindset.

Consider your product lineup from the perspective of making decisions about it. In the event that you were to classify your goods, for instance, would they fall under System 1 or System 2? Does a customer need to give careful consideration to these kinds of purchase decisions, or do they typically buy things on the spur of the moment?

System 2 is frequently used by customers interested in making significant financial commitments, such as buying a car, investing in accounting software, or securing a mortgage loan. In addition, there is a high demand for System 2 thinking when dealing with products that contain a complicated assortment of features to consider.

Consider the process

Consider the process of finding a new customer relationship management (CRM) system, a therapist, or auto insurance. A contract with a CRM provider worth multiple millions of dollars is not something that can be signed on a whim.

When you have determined the product for which System 2 thinking is most natural, you can then market it in the appropriate manner. It calls for a method that is distinct from that which is utilized in the production of products with a System-1 orientation.

Taking things at a more leisurely pace is at the heart of System 2's comprehensive marketing strategy.

Examine the activations that are currently in place for your System 2 products. It is pointless to hasten decision-making by appealing to impulses or prodding people in the right direction.

Instead, you should engage the consumers with relevant variables and activate the cognitive side of their decision-making process so that they can make an informed choice.

Be patient, as the sales cycle for System 2 products is typically much longer than that of System 1 products. You don't have to sell all of them at once, and it's highly unlikely that you can.

Knowing the next-best step to take in marketing can make the difference in getting a conversion or not. Your customer data will give you several key indicators. Find out how to make your customer data more effective with a customer data platform (CDP).

Invitations needed and heeded

Invite them in and present them with pertinent data, features, and other content that is rationally persuasive. This type of selling is more cognitively grounded than the traditional emotion-based selling approach.

As a general rule, you should avoid trying to hurry them up by using limited-time offers and scarcity strategies. Instead, you should go at a slow pace and activate their System 2.

Allow them to move at their own normal pace. These more deliberate strategies are also applicable to the shopping experiences throughout the sales funnel, whether they take place in-person or online.

In this stage, you want to make sure that you give your customer the mental space and information that they require to fuel the intensive cognitive processing that they are about to undertake. System 2 is ravenous for data, so provide customers with what they require.

Users should be given the opportunity to carefully consider all of their options before making a choice. This should be analogous to the experience of using a DSLR camera.

A marketing maven or a marketing mumbler

Data-motivated marketing campaigns are a conscious decision that marketers must make. Not just once but on a daily basis. It is so easy to fall back onto old habits, old mindsets that worked in the past.

The hope is always that what worked in the past will work today. And it may work, but chances are that it won’t work very well, and it will date you with colleagues and, more importantly, with clients. Don’t fall into the trap of going back to your old set of marketing tools.


Learn more about using data in your marketing campaigns to determine what customers want and how to best deliver it. Find out how to:

 

 

Adam Torkildson

Adam Torkildson has a background in SEO, digital marketing, psychology, and entrepreneurship. He's started 5 companies, invested in dozens more, and is currently a small business mentor with Utah SCORE Mentors.


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