Promoting a concept-driven product and promoting a traditional product is like night and day. The marketing world faces new challenges as it transitions from promoting traditional products to those based on novel concepts. While the former focuses on tangible benefits, the latter requires the audience to grasp and appreciate an entirely new idea. This article will delineate the disparities in marketing these two distinct product types.
1. Objective:
Traditional Product:
Direct Sales: The aim is straightforward sales with clear benefits. Metrics such as ROI and CTR are pivotal.
Concept-driven Product:
Understanding Before Sales: The priority is enlightening the audience about the novel concept. Sales are a subsequent goal after the idea is firmly established.
2. Target Audience for Promoting a Concept-Driven Product vs. a Traditional Product:
Traditional Product:
General Demographics: Targeting is often based on established consumer patterns, age, gender, and interests.
Concept-driven Product:
Early Adopters & Innovators: A niche audience, often more open to new ideas and willing to take risks on unproven concepts.
3. Content:
Traditional Product:
Benefit-centric: Highlights direct benefits, use cases, and the immediate value proposition.
Concept-driven Product:
Educational & Exploratory: Beyond benefits, content seeks to explain the underlying concept, its relevance, and potential implications.
4. Marketing Channels:
Traditional Product:
Mainstream Channels: Primarily utilizes established platforms such as TV, radio, print media, and popular social networks.
Concept-driven Product:
Innovative & Niche Platforms: While mainstream channels are used, there’s a heavy reliance on platforms catering to innovators, thinkers, and early adopters.
5. Engagement Metrics:
Traditional Product:
Purchase-focused Metrics: Sales numbers, trial sign-ups, and product inquiries dominate.
Concept-driven Product:
Engagement & Interaction: Metrics like content sharing, discussions initiated, time spent on explanatory content, and conceptual feedback gain prominence.
6. Feedback Mechanism:
Traditional Product:
Usability & Satisfaction: Feedback revolves around user satisfaction, product quality, and direct experience.
Concept-driven Product:
Concept Clarification & Questions: Feedback often takes the form of queries about the concept, suggestions, and discussions around its potential.
7. Longevity:
Traditional Product:
Predictable Lifecycle: Traditional products usually follow a clear lifecycle from introduction to decline.
Concept-driven Product:
Fluctuating Journey: The lifecycle can be unpredictable, with possible spikes in interest as the concept gains traction or evolves.
8. Actionable Points for Digital Marketing:
Traditional Product:
Emotional Storytelling: Craft narratives that touch upon users’ everyday needs and aspirations.
Offer Promotions: Discounts, limited-time offers, and bundles can drive sales.
Concept-driven Product:
Host Informative Sessions: Consider webinars, Q&A sessions, and interactive workshops to delve into the concept.
Leverage Thought Leaders: Collaborate with influencers and industry experts who can validate and spread your concept.
Conclusion:
Marketing a traditional product is about resonating with the audience’s known needs. In contrast, a concept-driven product requires a foundation of understanding before the sale. By grasping these nuances, marketers can tailor their strategies to bring both product types to their deserved limelight. The Aeolus Team understands the difference. Contact us today if you need support with your digital marketing strategy or execution!
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