If it’s unclear how critical mobile devices are in daily life, look around. With heads bent over phones and conversations streaming across imperceptible wireless earbuds, consumers rely on their smartphones and tablets for everything from finding a great restaurant to catching up with Grandma. If you’re a business owner debating whether or not to dive into mobile marketing, let these statistics help you take the leap: almost 97% of people between the ages of 16 and 64 own a smartphone, and they spend over 4.5 hours on it every day. Mobile marketing is on the rise — here are 14 strategies to help you meet your customers where they are.
1. Start with a mobile-friendly website
A mobile-friendly website means it’s optimized for devices. All text and graphics fit neatly on a smartphone or tablet screen without losing quality, and the design is responsive. Not only does this mean that consumers can interact with your business no matter where they are, but it also improves search engine rankings. It lays the foundation for successful mobile marketing efforts.
A mobile-friendly website is a great first step to take while you look into other strategies. Even if you take no additional steps, this one step alone will improve your customers’ user experience and help you get started with mobile marketing without breaking the bank.
2. Invest in text
Text messages sent to consumers have a higher open rate than marketing emails (98% compared to just under 20%). Short Message Service (SMS) and Multimedia Message Service (MMS) are great ways to send time-sensitive promotions and updates but can also be used to send personalized messages and offers to customers.
3. Develop an app
This one gets a bit more technical and may require some digital help, but developing a mobile app can give a bump to sagging sales and weak conversions. It’s a convenient, branded environment that allows customers to interact with products and check out services. Typical features such as push notifications and in-app promotions are great ways to catch customers’ attention. If you lack the technical skills or are on a budget and cannot afford to hire a developer just yet, a no code app builder can help you with this step.
4. Utilize geofencing
Another useful app feature is geofencing. Geofencing casts a net in a specified area (for example, a five-block or five-mile radius) that alerts customers when they enter it. This location-based marketing sends a message when customers enter the fence, offering special deals or promotions. This solution is excellent for businesses that don’t have significant native foot traffic.
5. Enable mobile payment solutions
Mobile payment solutions are fast, easy, and secure. These convenient mobile wallets enable contactless payments that can increase a consumer’s impulse purchases and enhance their overall experience.
6. Don’t ignore the socials
The statistics are astonishing. Almost 100% of smartphone users access social media on their devices. In fact, social media platforms are accessed predominantly via mobile devices. If you are on a limited budget, spending most of your dollars on campaigns tailored to mobile social media users can increase engagement and conversions. This means adding vertical videos, creating swipeable content, branching out into growing platforms (TikTok, anyone?), and including clear call-to-action (CTA) messaging.
7. Keep campaigns zippy
As much time as people spend on their mobile devices, very few are inclined to linger on one particular site. With attention spans shrinking, mobile campaigns must quickly get to the point. This means short, zippy texts that get to the point and videos that utilize jump cuts to keep customer attention.
8. Add QR codes
Want to bring more customers from the physical world into the digital one? Just add QR codes. This type of “phygital” marketing strategy bridges the gap between consumers who are used to a more hands-on approach but may be open to completing a sale or learning more online. A scannable QR code takes customers to your website, app, or special offers.
9. Optimize for voice search
Smart devices easily translate a verbal question into results (think asking a smartphone to find a business or requesting a playlist from Alexa). Recommendations are based on optimized search results. This means that descriptions and text match queries or requests that mimic human speech. Include long-tail keywords into website descriptions and add an FAQ site for distinct categories and offerings.
10. Get (sort of) real
Augmented reality (AR) is one way to create an immersive customer experience. Consider home goods stores that allow customers to upload a picture of their space and place products into it. This is incredibly convenient on a mobile device, where a customer can snap a quick picture or take a short video to immediately understand how a product might work for them.
11. Cultivate influencer partnerships
Millennials, in particular, are inclined to believe in trusted personalities online (influencers). If you are marketing to millennials, cultivating influencer partnerships can drive trust in your business and customer action. Which influencers you approach depends on your business goals. Some influencer markets, such as beauty and fashion, are more saturated than others, so take time to identify your target audience before getting into influencer partnerships.
12. Run the numbers
Regardless of the marketing strategy, it’s essential to use data analytics to see how your mobile marketing strategies perform. This helps you better understand consumer behavior and personalize your marketing messages. You can set specific measurements for clicks and conversions, but sending out surveys to get direct consumer feedback is possible.
13. Make targeted changes
So what do you do with the feedback you get? You personalize your offerings. Personalization of content makes it more engaging for your target customer. You might divide your marketing messages into different categories based on age, gender, or other factors that relate to your various products and services. This segmentation can improve and refine your message so that more clicks become conversions.
14. Don’t stand still
The rise of mobile marketing represents a fundamental and permanent change in how your business interacts with customers. These mobile strategies tap into endless possibilities and can increase your customer base. They outline a roadmap for you to stay ahead of the curve as mobile marketing continues to evolve.
Regardless of which you choose to implement, you must keep moving forward. Your customers are mobile, and your mobile marketing should be just as agile.
A solid, data-driven media buying strategy is the driving force behind any successful marketing campaign. Effective media buying will enable you to reach high-value audiences, scale up conversions, and reduce acquisition costs. When you’re maximizing the effectiveness & efficiency of your campaigns, everything else will fall into place.
But smart media buying isn’t just about purchasing ad inventory.
It’s about leveraging the right data points, implementing a consistent strategy, and making crucial adjustments that deliver outstanding results. In this guide, we’ll be outlining 13 proven media buying tips that will help you achieve your marketing objectives and generate optimal returns from your budget.
1. Define clear & measurable campaign objectives
Before you dive into any granular media buying tactics, you’ll need to establish clear and realistic objectives for your campaign.
Without measurable objectives in place, you’ll struggle to implement the right optimizations and gauge the success of your ads.
Clarity is key here, as vague objectives will be very difficult to track. For example, rather than aiming to just ‘increase clicks’ to your website, you might aim to exceed your benchmark CTR by 10% or increase average click volumes by 20%. Your objectives should also be easy to measure. Confirm the data sources you’ll be using to track performance (e.g. Google Analytics, Facebook Ads Manager) and make sure you’re confident accessing them and downloading reports.
Finally, don’t be afraid to break down wider business objectives into more manageable campaign KPIs. By clearly defining individual goals (e.g. boosting reach, improving CTR, increasing conversions) and frequently reviewing progress, you can avoid feeling overwhelmed, celebrate smaller milestones, and make in-flight adjustments to strengthen performance.
2. Cherry-pick platforms that align with your target audience
One of the most important aspects of media buying is reaching your target audience in the right digital environments. It doesn’t matter if you’re launching next-level creatives or making diligent optimizations – if your audience isn’t available on a certain platform, you won’t be able to achieve the best results!
Start by defining clear audience personas using insights from social media platforms, market research, and your own customer data. What does your target audience look like in terms of their demographics, interests, and behaviors?
Once you have a better idea of your target audience, you can begin to identify the right platforms to reach them on.
For example, if you’re looking to target Gen Z shoppers, TikTok is likely to provide you with strong reach. However, if your target audience is business professionals and decision-makers, then LinkedIn is the place to be. You’ll also need to consider the targeting capabilities of your chosen platforms.
Is broad demographic targeting right for your audience? Or will you require more granular, in-market targeting to reach your ideal customers? The more you know about your desired audience and targeting requirements, the easier it will be to identify the most effective platforms.
3. Approach every campaign with a test & learn strategy
Frequent, data-fuelled testing will be a game-changer for your ad campaigns.
By regularly experimenting with different creatives, audiences, and tactics, you can gather invaluable insights that will allow you to fully optimize your media buying.
For instance, by comparing the conversion rates of two different audience segments, you’ll be able to figure out where to invest your budget to achieve superior results. Not only will this help you to reduce inefficient impressions, but it will also enable you to increase revenue and optimize your strategy.
To ensure that you’re launching effective tests and harvesting useful data, you should always:
Set clear and measurable KPIs to compare between test variables
Allocate sufficient test budgets for different creatives, audiences, etc
Avoid testing too many variables at once to prevent confusion
Ensure that you have equally sized sample groups/audiences
Make optimizations based on what the data is telling you
As you consistently test different tactics & audiences, you’ll be able to discover high-performing strategies and refine your media buying.
4. Make consistent, data-driven optimizations
While the word ‘optimize’ is thrown around a lot in the world of digital marketing, the importance of effective optimizations should never be underestimated.
If your media buying strategy is fuelled by rigorous optimizations, you’ll be in a much better position to achieve your marketing objectives and improve performance.
But how can you ensure that you’re implementing the right optimizations? Firstly, always focus on your primary objective/KPI when making campaign optimizations. If your main goal is to generate website traffic, for instance, then you’ll need to prioritize metrics like clicks and CTR rather than video views.
Patience is also crucial whenever you’re making optimizations.
Whether you’re advertising on the Google Display Network or Instagram, give the platform algorithm time to adjust to any changes. It can take a few days for new optimizations to make an impact, so don’t panic if you’re seeing fluctuating results or slow progress initially. (However, while patience is important, you’ll also need to make decisive optimizations when the data is clear. Don’t hesitate to cut underperforming ads and shift your budget towards better-performing tactics!)
5. Transform raw data into practical insights with analytics tools
There’s a huge difference between just checking your performance data and truly analyzing your performance data. Interpreting raw data, and transforming it into actionable insights, is critical for successful media buying. Rather than just looking at numbers on a screen, you’ll need to figure out how you can use them to discover new tactics and optimize your campaigns.
For example, let’s say your latest campaign delivered an average CPA of $10.
Without context, it’s very difficult to know what this number means. But let’s say that your previous campaign delivered an average CPA of $20 – well, you’ve now successfully reduced your CPA by 50%, proving the success of your media buying strategy.
Contextualizing data is incredibly important, whether you’re comparing results year-on-year or looking at industry benchmarks. Always put your reporting data in context! On top of this, try to figure out which elements are driving improvements or issues with your campaigns. A declining CTR is obviously bad news, but if you can attribute this to a new creative headline, you can make adjustments to try and reverse the trend.
Calculating additional metrics can help you to extract highly valuable insights from your campaign reports. For example, comparing total conversions between different audiences can be useful, but calculating the ROAS of these audiences will give you a much better understanding of customer value and marketing efficiency.
If you’re looking for a fast and easy way to drill down to these actionable insights, analytics tools are a fantastic option. These tools are designed to inject much-needed automation into your reporting process, so you can instantly access key metrics like CPA and ROAS. Once you’ve discovered an analytics tool that you’re comfortable using, you can set up custom reports, review cross-channel performance, and connect different data sources (e.g. Facebook Ads and Google Analytics) to build a clearer picture of performance. With all of your campaign data accessible through a single dashboard, it becomes much easier to optimize your media buying and increase ROI.
6. Keep your ears to the ground on the latest platform evolutions
The world of digital marketing is constantly shifting, and to maintain high-performing media buying, you’ll need to stay ahead of the curve.
New audience trends, advertising tools, and platform features are always emerging across marketing networks. Advertisers who react quickly to these changes and capitalize on new opportunities can often find themselves gaining a competitive edge. These platform evolutions can also have a major impact on campaign management & marketing performance. For example, the iOS 14.5 update was hugely disruptive for Facebook advertisers – while some marketers worked swiftly to find effective workarounds, others were left in the dust.
To stay up-to-date with the latest developments, be sure to keep an eye on industry news and actively look for product releases.
Sign up for digital marketing newsletters, keep in touch with platform account managers, and set up news alerts wherever possible. Although keeping up with the ever-changing world of digital marketing is a daunting task, if you can keep your finger on the pulse, you’ll have a great chance of seizing new opportunities – and avoiding oncoming disasters.
7. Experiment with multiple ad formats across platforms
So, you’ve launched a successful media buying strategy. You’re seeing positive results with your current ad formats, and things are looking good. Time to sit back and put your feet up, right?
Well, not quite.
While it can be tempting to stick with a proven media buying formula, if you want to consistently attract new customers and maintain efficiency in the long run, you’ll need to broaden your horizons.
Experimenting with different ad formats is a fantastic way to elevate your creative messaging and discover profitable new tactics.
For example, if you’re running an e-commerce store with multiple SKUs, then Facebook’s Advantage+ Catalog ads could help you to skyrocket product sales. If you’re retailing a product with clear and compelling user benefits, then short-form videos packed with UGC will help you to build credibility and generate clicks.
Every marketing platform will offer a unique range of ad formats, designed to help brands achieve different objectives. Not only will experimenting with new formats prevent creative fatigue, but it will also allow you to develop a full-funnel strategy to maximize clicks and conversions across key platforms.
8. Collaborate with external agencies
Crafting, launching, and evolving your own media buying strategy can be very challenging at times. While many marketers like to be in total control of their advertising spend, setting up campaigns, analyzing reports, and implementing optimizations can all be extremely time-intensive tasks.
This is where connecting with external agency partners can be a massive help.
By partnering with expert marketers, you can simultaneously free up resources and dramatically increase ROI. Agency account teams will help you define your target audience, launch cross-platform strategies, and optimize ads to maximize conversions.
Enlisting the help of an agency can also allow you to tap into long-standing platform relationships, meaning you can unlock preferential rates and customer support. On top of this, you’ll also be able to take advantage of in-depth media buying knowledge, as most agencies will employ specialists in everything from paid social to paid search. While there’s undoubtedly a lot you can do to improve the performance of your media buying, sometimes there’s nothing better than discovering the right agency partner.
9. Use ad libraries to keep a close eye on your competitors
The digital marketing landscape is intensely competitive, and you’re likely to be competing with a large number of rival advertisers looking to win over the same audiences.
However, while your competitors can be a nuisance at times, they can also provide you with valuable insights to help you optimize your media buying.
Tools like Facebook Ads Library and TikTok Top Ads are the places to stake them out. These give you an invaluable look at the types of ads other brands are running, and TikTok will even give you an indication of how they’re performing, too.
Not only will this give you fresh ideas for creatives to test, it can also give you a heads-up on competitors who’ve launched new products that expose gaps in your offerings. So, build a list of rival brands and regularly check in on them via platform ad libraries to see if what they’re testing can help you refine your own tactics. You may see a competitor trialing a new ad format or content strategy that’s driving a high level of engagement. Take inspiration from these examples, adapting ideas and leveraging the best elements from competitor campaigns to your own advantage.
10. Tailor your creative assets to different platforms
Every platform is unique, and generic copy-and-paste ad creatives aren’t going to help you stand out in a cluttered market. If your creative assets feel bespoke to your chosen platform and target audience, they’re more likely to resonate with consumers.
For example, short and punchy UGC videos can be very impactful on TikTok, particularly if they capitalize on trending audio snippets or social media challenges. LinkedIn, on the other hand, encourages more polished creative assets – formats like carousels can deliver high levels of engagement, particularly if they contain high-quality, informative visual content.
Below are some of the key creative elements to consider when you’re repurposing assets for different platforms:
Aspect ratios: Make sure that you’re paying close attention to the technical ad specs for different platforms to avoid stressful (and costly) last-minute edits!
Video lengths: Ensure that the lengths of your video assets are aligned with platform best practices. For example, while longer-form videos can perform well through YouTube skippable campaigns, they’re unlikely to hold the attention of TikTok users.
Tone-of-voice: Different platforms attract diverse audiences, so consider who you’re reaching across ad networks and how you’ll address them. Tweak your ad copy and headlines to ensure you’re delivering relevant, appropriate messages.
Whenever you’re launching creatives across multiple networks, think carefully about platform best practices and the preferences of your target audience. Media buying goes hand-in-hand with creative strategy, and if you can get the two working in perfect harmony, the results will speak for themselves.
11. Ensure your ad delivery is aligned with your campaign goals & preferences
Optimizing your ad delivery is one of the best ways to improve the efficiency of your media buying and maximize conversions. However, it can be difficult to know which delivery tactics are going to drive optimal results for your business.
Taking Facebook Ads as an example, let’s look at the ad delivery options available on the platform and explain how each approach can impact your campaigns.
Ad Set Budget Optimization (ABO)
With ABO ad delivery, you’ll set a specific budget against every individual ad set in your campaign. The Facebook algorithm will then optimize delivery within each of these ad sets based on your target audience and objectives. For example, let’s say you’re looking to manually test various audiences, placements, and creatives across multiple Facebook ad sets.
With ABO, everything is controlled and managed at the ad set level. You can track the delivery of each ad set in detail, tweak budgets based on performance, and make ad optimizations in real time.
If you want budget flexibility and the ability to make manual adjustments to your ad sets, ABO is the route for you.
Campaign Budget Optimization (CBO)
Campaign Budget Optimization, on the other hand, is an ad delivery option that allocates and optimizes budgets across multiple ad sets.
You’ll set a campaign-level budget for your activity, and the Facebook algorithm will automatically allocate budget to the ad sets with the best performance. This is a simpler form of ad delivery because you don’t need to make manual tweaks to individual ad sets – instead, you’ll rely on machine learning to manage ad spend across your campaign.
CBO can be especially useful for advertisers managing large-scale campaigns with many different ad sets live at the same time.
While ABO places the emphasis on granular control at the ad set level, CBO places the emphasis on campaign budget fluidity and convenience for advertisers.
The right type of ad delivery depends on your campaign goals and preferences as an advertiser.
Whether you’re keen to retain control of your ad sets or allow the Facebook algorithm to put in the hard yards, make sure you’re comfortable with your ad delivery and happy with the outcomes you’re seeing.
12. Focus on high-performing campaign bidding strategies
The more efficient your bidding tactics are across ad campaigns, the easier it will become to reduce your acquisition costs. The key here is to understand the different bidding options available to you and select the approach that aligns closely with your objectives.
The first decision you’ll need to make is Auto Bid vs Manual Bid.
On marketing platforms like Facebook, you’ll need to decide whether you want to automate your bidding or maintain manual control. With automated bidding, you can select a spend-based approach (maximizing conversions/conversion value) or a goal-based approach (achieving a set CPA/ROAS target.)
You can also opt for a manual bidding approach, where you’ll set manual ad bids rather than allowing the Facebook algorithm to do so. This is often utilized by experienced advertisers with a solid understanding of their conversion values. If you’re unsure of which bidding strategy you should be using, you can always duplicate ad sets and see if automated or manual bids are delivering the most cost-efficient results.
You’ll also need to consider Cost Cap vs Bid Cap within your bidding strategy.
In simple terms, a bid-cap places a firm limit on your cost-per-bid while a cost-cap averages out all of your bids to achieve your desired overall CPA.
If you’re more concerned with limiting the cost of specific actions (e.g. clicks, conversions) then a bid cap will keep your spending under tight control. However, if you’d rather maximize results and stay flexible with your total budget, then a cost cap will help you boost conversions while maintaining a set CPA. Every advertiser is different, and there’s nothing wrong with testing out different bidding tactics to find your best-performing options. Just make sure you’re actively trying to improve performance rather than assuming automated bidding is delivering optimal results!
13. Experiment with Dynamic Creative Optimization
Although it’s crucial to maximize the efficiency of your ad delivery, it’s also hugely important to ensure that your creatives are working as hard as possible for your brand.
However, that doesn’t necessarily mean you need to spend hours tweaking every individual element of your creative assets. In fact, with Dynamic Creative Optimization (DCO) you can automate this entire process to optimize performance. DCO is available on several marketing platforms (e.g. Facebook, Amazon) and while the setup process may vary slightly, the concept is always the same.
DCO enables you to rapidly launch a large number of ad variations, with assets personalized to different audiences and tested at scale to identify the strongest iterations.
Dynamic advertising offers a number of unique benefits, including:
Cost-effectiveness – since ads are dynamically generated and automatically optimized, you can quickly narrow down your assets based on their efficiency.
Personalization at scale – everything from your headlines to your CTAs can be adjusted in real-time based on customer responses, interests, and behaviors.
Effective retargeting – DCO allows you to understand the products/messages that resonate with your audience, so you can optimize retargeting ads to maximize sales.
DCO essentially supercharges the ‘test & learn’ process, enabling you to scale up your campaigns while maintaining ad relevance and cost-efficiency.
However, DCO isn’t necessarily for everyone. The process needs a healthy budget to achieve the scale required for effective testing, and you’ll also need enough products/assets/messages to produce a large number of ad variations. If you’re looking for innovative ways to improve the ROI of your media buying, and you have enough budget available to scale up your ad campaigns, then DCO can deliver exceptional results for your business.
By fuelling your media buying with these proven tactics, you’ll be able to achieve consistently strong results – whatever your objective might be.
Whether you’re looking to grow brand awareness or generate cost-efficient product sales, it all starts with a solid media buying strategy. Focus on clear objectives, tap into as much data as possible, and be ready to make speedy adjustments when needed. Good luck!
Unlike the software development life cycle, the product death cycle is an important constraint that shouldn’t be overlooked by startups.
Many startups avoid it and fail to grasp good market opportunities along with untapped profits they could make.
Frequent analysis of product cycles is essential for startups to sustain good value in the market with loyal customers so they can serve better and better every day.
But what if you encounter a product death cycle in between? How can startups avoid the product death cycle? Let’s find out in this article.
Understanding Product Death Cycle
But first, what is the product death cycle all about?
In the age of competitiveness, startups often encounter a crucial phase known as the “Product Death Cycle.”
This cycle refers to a stage where a product continuously loses its market relevance and faces the risk of losing potential buyers along with trust and values.
Significantly for startups this stage is crucial and cannot be avoided as a risk of business failure. Hence, understanding and effectively navigating this cycle is vital for their survival and success.
Causes For Product Death Cycle
Certain causes can cause your product to experience a death cycle and those are discussed below.
Lack of Market Research
Poor market research is one of the significant causes of the product death cycle.
Startups sometimes fail to understand the evolving needs and preferences of their target audience. Might leave them in the creation of products that may not align with market demands.
Aggressive Competition
Startups are well familiar with the ratio of competitiveness in the modern days. If not studied properly could impact them brutally.
Constantly explore your competitors and similar selling brands’ strategies they incorporate in time. Many companies fail here and as a result, are replaced by competitors’ more innovative solutions.
Inflexibility in Adaptation
The inability to bring change or too rigid policies can trap in the product death cycle. A good product always nurtures market demand and the constant preference of customers to serve better, every day.
The inability to adapt to market shifts or technological advancements can lead to irrelevance.
Strategies To Escape Product Death Cycle
Indeed, a good strategy is needed to solve or escape the product death cycle. Here’s a comprehensive explanation of these strategies:
It allows companies to be perfect, responsive, and flexible in adapting to changing market dynamics.
It brings new development, regular feedback loops, and quick adjustments based on customer feedback.
By following business models as planned startups can remain relevant in the ever-evolving market.
Customer-Centric Approach
Prioritizing the customer is fundamental.
By deeply understanding their needs, preferences, and pain points. Startups can better serve them to match their expectations in time.
Regular interaction, feedback collection, and a focus on user experience contribute to a more successful product in the market.
Innovation and Adaptation
Innovation is the essence of a savior. Therefore, if startups fail to imply innovation they might not be able to escape the product death cycle.
Startups need to continually innovate and adapt to emerging trends, technologies, and market shifts.
Also, this helps them stay forefront and step forward from their competitors. As much as possible, invest in research and development to innovate new features.
Working on the aforementioned strategies would help your business escape from product death cycle.
I have drawn an example assuming myself as a product manager of a reputed U.S. based firm. Let’s draw a strategy to tackle the product death cycle scenario.
How Product Manager Escape The Product Death Trap?
Being a product manager is a responsible job and a situation like a product death trap makes you more liable to escape to ensure better continuity and demand for your product in the market.
In order to tackle product death cycle, you must navigate challenges, and stay adaptable, and very important thing is that the product remains relevant and successful.
Here are some key strategies to anticipate to trump over the product death cycle.
Customer-Centric Approach
Stay connected with your customers. Regularly gather feedback through surveys, interviews, and analytics.
Understand their pain points and needs. Prioritize features and improvements based on customer value.
Agile Methodology
Use an agile approach to development. Break down projects into smaller, manageable tasks.
Adapt quickly to changes in market conditions, technology, or user requirements.
Continuous Improvement
Create a culture of continuous improvement. Encourage your team to learn from both successes and failures.
Periodically to identify areas for improvement in processes and products.
Market Research and Trend Analysis
Stay informed about industry trends, emerging technologies, and competitors.
Conduct regular market research to identify new opportunities and potential threats.
Data-Driven Decision Making
Take decisions considering data rather than assumptions. Use analytics tools to gather insights into user behavior and product performance.
Set up key performance indicators (KPIs) to measure the success of your product.
Cross-Functional Collaboration
Foster collaboration between different departments, including development, marketing, sales, and customer support.
Break down silos to ensure everyone is aligned with the product vision and goals.
Risk Management
Identify potential risks early on and develop mitigation strategies.
Regularly reassess risks and adjust strategies based on changing circumstances.
Product Lifecycle Management
Understand the various stages of the product lifecycle. If required re-plan for updates, and new features.
Allocate resources accordingly to each stage of the product’s life.
User Experience (UX) Design
Prioritize a seamless and intuitive user experience. A well-designed product can contribute significantly to its success.
Gather user feedback on the usability of the product and make improvements accordingly.
Communication Skills
Clearly communicate the product vision, goals, and progress to all stakeholders.
Be transparent about challenges and solicit input from team members to find effective solutions.
Flexibility and Adaptability
Be open to change and ready to pivot if market conditions or user needs shift.
Avoid becoming overly attached to a specific solution and be willing to explore alternatives.
By incorporating these strategies, a product manager can increase the chances of their product thriving in the dynamic and competitive business environment, avoiding the pitfalls that can lead to the product death trap.
Conclusion
Product death cycle is an important factor to examine. To keep running the product life cycle flexible and smooth. It is important to rectify a product’s loophole before it threatens business failure.
Consider the signs leading to the product death cycle and implement proactive strategies to escape this phase. Think of the best innovation labs in the world and rehearse the competitive landscape to avoid product death cycle.
Generation Z is a unique generation. They are identified as the first true digital generation to witness a digital world. The internet and social media rule their world, and instant communication is the norm. The ever-growing world of technology has increased the challenges for marketers. Generation Z includes those who were born from 1997 to 2012.
Over time, they have become the most influential consumer block. This article reviews the five best strategies to reach them effectively. It will cover the importance of having clear values and a vital mission. Furthermore, it will highlight the importance of being transparent and accountable. It is equally important to know about the power of a distinct brand personality and the importance of being entertaining and building a community. All these can create lasting connections with Gen Z consumers. It’s about handling future marketing matters related to Generation Z.
Establish Clear Values & Mission
Gen Z cares about what a brand stands for. Their support goes to brands reflecting their values. A clear mission tells them what a brand is about. It’s not just about selling. It’s about making a statement. They back brands that stand on issues like LGBTQ+ rights, diversity, and social responsibility. These are more than just nice-to-have. They are must-haves for Gen Z loyalty.
This generation looks for more than products. They seek out brands that fight for change. For them, buying is voting. Each purchase is a vote for the world they want to see. Brands that should pay attention to this will stay caught up. Those that get it, like Parade, thrive. Parade isn’t just selling underwear. They’re promoting body positivity, inclusivity, and rights for all. It makes them more than a brand to Gen Z. They’re a movement. This alignment of values and actions wins Gen Z’s hearts and wallets. It’s a powerful connection. A bond not easily broken. That’s why values and mission are everything in marketing to Gen Z.
Be Transparent & Accountable
Gen Z values honesty. They’ll dig deep into a brand’s history, values, and even slip-ups. They respect a brand that owns its mistakes and speaks openly. Trust is big for them, sometimes even more than price. They stick with brands they believe in. Cocokind, a skincare company, showed how it’s done. They promised to share their team’s diversity stats. This was to let their customers check if they walked their talk. It was a bold move that showed they weren’t just about words but also actions.
Gen Z noticed and respected that. They want to see real, ethical action behind the scenes, not just in the ads. This clear, open way wins over Gen Z. They don’t just buy a product. They buy what the brand stands for. When a brand is upfront, it stands strong with Gen Z.
Establish Your Brand’s Personality
To grab Gen Z’s attention, brands must stand out. A strong personality is key. This means being bold and daring. Gen Z wants brands that speak their language and share their vibe. The old ways do not support it. It is no longer a matter of polished, perfect looks that drew millennials. For Gen Z, being real, raw, and relatable is better.
Take Starface for example, they sell pimple patches, but their fun, bright yellow star-shaped branding shines. When considering how to appeal to this generation, exploring branding statistics can offer valuable insights into effective strategies.
It’s not just a product; it’s a statement. Their vibe is playful and unapologetic. This fresh approach draws in Gen Z, who see their quirks reflected in the brand. Then, there’s the Crocs and KFC collaboration. It’s so out there it’s genius. These brands mixed comfort with fast food in a shoe.
Also, when it comes to reaching out to potential customers, adopting a similarly genuine and personalized approach, like crafting a well-thought-out cold email, can make a lasting impression.
Sounds crazy, right? But it worked. It caught the eye. Gen Z loves that—it’s weird and different and breaks the mold. That’s the shift. It’s not about looking perfect. It’s about being unique and echoing what Gen Z values—authenticity, creativity, and fun. Brands that get this will win their hearts.
Be Entertaining
To seize the fleeting focus of Generation Z, content must radiate with energy and immediacy. This demographic moves with swift clicks and swift judgment across digital landscapes, only pausing for content that strikes a chord of genuine interest. To halt their rapid-fire tab-switching, marketers must craft engaging but also punchy and memorable videos. Consider the approach of viral challenges and concise tutorials, which are not just watched but experienced and shared.
Fenty Beauty exemplifies this brilliantly with their tutorials that are more than quick—they are a burst of vibrancy, a feast of motion and hue, arresting the Gen Z scroll and sparking a moment of active engagement.
Build a Community
Generation Z’s concept of community is intrinsic to their interaction with brands. They seek connections that resonate personally, not just transactions that end at the checkout. Brands, therefore, must evolve into communities, places where dialogue and personal stories are as integral as business goals and the products offered. This generation values the authenticity found in real stories and relatable faces over the distant allure of influencer endorsements.
It’s about creating a space that feels less like a marketplace and more like a meeting ground—a haven where voices are heard, and individual narratives intertwine with the brand’s ethos. This is where liking a brand evolves into living with it, in a space where Gen Z finds products and a sense of place and community.
Conclusion
To wrap up, marketing to Gen Z means being upfront about your brand’s values and mission. Be clear and own up to mistakes. Show off your brand’s true personality. It should be lively and genuine. Keep them entertained with content that pops up and makes them pause. Don’t forget to build a community. It’s about connection.
These five strategies are key to winning over Gen Z. They value honesty, boldness, fun, and a sense of belonging. Get these right, and you’ll not just reach Gen Z.
Few modern companies could operate without some element of remote working. Remote employees enable a company to get the best people, without the barriers of location or the cost of transport and office space. There are undoubted benefits to remote staffing. Managed well, remote employees can augment your business’s available skills and productivity.
But how do you ensure that remote employees are well-trained enough to play their part in your company’s success?
Source: Pixabay
As with in-person tuition, training remote employees requires a good teacher, great materials, and reliable technology. But remote training has some unique considerations and best practices that are worth considering.
We’re going to look at five best practices for training remote employees that a business must get right.
What are the advantages of remote training?
Because remote working is embedded in the way most businesses operate, firms have adapted processes and procedures to serve remote employees, even offering remote work stipends to help new hires optimize their home work environment. As well as ways to onboard remote staff, video meetings, and flexible hours, companies have changed the way training is conducted.
These changes have been necessary, but remote training also has clear advantages for the business as a whole.
Available anywhere
Training delivered remotely doesn’t need a classroom. It’s available to any employee no matter where they are located. This is as much an advantage for remote workers as for in-house staff based in different locations.
Saves time
Recorded sessions, available when it suits the individual remote worker, meaning they can easily accommodate training into their day. Multiple staff members can also study the material at any time, removing the necessity of booking a room at a certain hour. Even for live sessions that do have a set time, employees can watch a recording, and send in any questions before or afterwards.
Personalized and flexible
With the online training software now available, running remote training sessions can be both personalized and flexible. Topics can be divided into digestible segments that remote workers can access when convenient. Employees can also receive sessions tailored to their particular roles and needs.
Provides data
A huge advantage of online training sessions is that data gathered from interactive activities and tests, can easily be logged. This data provides a clear picture of where employees are doing well or struggling, and where they might need extra training. Data also shows how well the learning materials are doing their job, and where improvements are needed.
It’s unrealistic to paint a picture of training remote employees as always seamless. There are practical challenges to not having everyone in a room together. A trainer can’t spot those who are falling behind so easily.
Employees can’t work together on activities as comfortably in separate locations. Different time zones and shifts mean employees are often studying alone, without input from fellow learners, and having to compete with the distractions of their home environment.
Technical issues
The biggest challenge of training remote employees is getting the technical support right. Learners can unwittingly be on mute, content can’t be viewed properly on-screen, or audio isn’t clear. Sometimes recordings of sessions aren’t enabled or subtitles are missing or incorrect.
Content lacking
The quality of learning materials is an issue for both in-person training and remote sessions. But quality is particularly vital for online learning. Without the presence of a trainer and their ability to interpret and enliven the content for learners, the materials will have to work much harder.
Information inaccessible
With remote employees, each learner will be accessing the training materials separately from their home; this can add an extra challenge. If learning content isn’t logically and centrally stored, where each learner can easily locate it, it can lead to training being missed or incomplete. It can also make the learning experience frustrating and demotivating, and can waste employees’ valuable time.
Hard to Monitor Learning
When learners are not in the same physical space as their trainer, it can be much harder to monitor exactly how they are progressing. Tests and activities can help, but that simple human ability to look at a person and see that they are confused or struggling is absent. It’s also much harder to gauge which learners are falling behind and which are leaping ahead.
A trainer simply can’t supervise the learners in the same way as with an in-person class, and this has to be carefully factored in when designing remote training sessions.
How do you train remote employees? 5 best practices
We’ve looked at the advantages and the challenges of training remote employees; now let’s focus on five ways you can ensure your remote staff get the training they, and your business need and deserve.
1. Plan and set clear goals
Whatever the nature of the content you want to share with your remote team, whether it’s hardcore technical training or softer skills such as time management for remote workers; planning and setting goals is a must.
Even a social or introductory section of the course should have a purpose, i.e, to introduce the topic and help learners familiarize themselves with the course structure.
Every aspect of the training you design should have clear objectives which are measurable. Short tests or quick, fun activities can follow each segment to make sure objectives are being met.
Be realistic about what a learner can digest and accomplish in a particular time-frame. Make a schedule that will impart all of the content at a pace that a person can comfortably fit into their busy working day.
Free to use image sourced from Unsplash
2. Include orientation
Nobody likes starting a task without having some idea of how long it will take and what will be involved. Make sure your learners have a clear plan of the time commitment and style of the activities before they start.
Establish where to get technical help, supply secure remote support, and let learners know how to ask a question or raise a concern. Show them some examples of the type of activities you are expecting them to do, how to complete them, and what to do if they have any difficulties.
Above all, try the whole course out for yourself, put yourself in a learner’s shoes. Make a note of anything you would like to know or need to have explained. Include all of this in an orientation package.
3. Make content engaging
Great content should be tailored to the learner’s needs and style of learning. The materials should be engaging and user-friendly, and specific to the job requirements. Info dumping, in other words giving employees pages of text to read is not advisable.
Interactive content helps learners take in information and apply what they have learned.
Variety of content keeps learners engaged. For example, videos, games, stories, and audio content, as well as short texts. Longer texts can be broken up or downloaded to read later.
Include a social element, even for employees who are not studying at the same time. A chat facility can be accessed at any time, and can give learners the chance to talk to each other and exchange questions and observations.
Source: Pexels
4. Ensure access
Making sure employees have access to technical support with a remote desktop connection manager is key. Check that each employee’s home tech setup is suitable and that sessions function on multiple devices in case one fails to work.
Ensure all relevant links and passwords are sent to learners ahead of time. Give them ample opportunity to iron out any access hitches before training begins. Everything they will need in terms of content should be stored in a logical, intuitive manner, with clear instructions about how to access it sent in advance.
Consider creating a cheat sheet with all the most important elements learners will need to access the virtual classroom. Include passwords and the locations of the most relevant materials.
Above all, accommodate every learner, and find out about disabilities and special requirements well ahead of time. Send a questionnaire to assess your needs before designing your training sessions.
Additionally, make sure to pay special attention to the onboarding experience for new remote employees. A well-structured onboarding process is crucial to ensure they start their remote work journey on the right foot and feel integrated into the company culture.
To ensure a seamless implementation of these best practices, collaborate closely with your coworking space manager or shared office management, if applicable, to accommodate the unique needs of remote employees in these environments.
5. Track results and collect feedback
Another advantage of the virtual classroom is that it provides data. This is valuable not only in tracking your learners’ progress but also in improving future training. Post-training surveys provide insights into where learners got the most out of the training and where they needed better content.
If data shows learners all struggled in one particular area, this guides you to run more training for all employees on that topic. However, if only a few had challenges, it’s an opportunity to reach out to those individuals, providing additional help.
Ask what learners enjoyed the most about the training, and find out if there were any other areas not covered in the sessions that they would like help with. This information can steer you to design more useful and fulfilling future training.
There are undoubted challenges in training a remote workforce. It can be hard to create the buzz and connectedness of having everyone together in a physical space. But as we have seen there are also many advantages.
Your remote employees are as integral to your business as those you see at the coffee machine every day or share an office with. Remote training, effectively designed, planned, and executed, can help the business and its employees wherever they are based, have the skills and know-how to work towards a common goal.
