Product vs. Marketing

Product vs. Marketing

产品VS营销

In many product organizations there are problems between product and marketing. The problems might range from mild friction to downright dysfunction.

在许多产品组织中,在产品和营销之间存在着许多问题。这些问题从轻微的摩擦一直延伸到彻底的职能混乱。

In theory, there shouldn’t be a problem. The product team is trying to create a product that customers will love, and the marketing team is trying to find these customers and convince them to come give it a try. It sounds straightforward enough, but in practice it is not so easy.

理论上说,这都不应该是问题。产品团队努力创建客户喜欢的产品,营销团队努力找到这些客户并说服他们去尝试这个产品。听起来很简单,但是事实上却并不容易。

While I often emphasize that product management and product marketing are very different functions and best served by different people with different skill sets, I wouldn’t want anyone to think that marketing isn’t critically important, because it is. Further, it is not enough to have talented people in both product and marketing. These people must collaborate effectively for the product to succeed. Together, you must come up with a recipe for product and messaging that effectively meet several competing needs.

虽然我经常强调产品管理和产品营销是完全不同的职能,是由拥有不同技能的人来操作的,因为我不想让任何人认为营销是不重要的,因为它确实是重要的。进一步来说,在产品和营销这两个方面,仅有聪明人是不够的。这些人必须为产品的成功而有效合作。总之,你必须为有效的应对各种竞争需要而针对产品和传播想出一个秘诀。

There are three pieces of the product/marketing puzzle:

对于产品/营销,有三类迷惑:

– First, you have to decide what you are going to tell your prospective customers in order to entice them to visit your site. It has to be simple enough to be easily understood yet compelling enough to attract.

-首先,你必须决定你要告诉你的潜在客户些什么,从而引导他们来访问你的站点。这必须足够简单,足够易懂,但要足够有吸引力。

– Second, you have to understand your target customers enough to know where to reach them to tell them about your site (and/or make it easy for others to do so).

-第二,你必须知道足够了解你的目标客户,知道在哪里能找到他们,把你的站点告诉他们(和/或者对于其它人来说也是容易的)

– Third, once the prospective customers visit, they have to like what they find when they get to your site. The product needs to support the messaging that attracted them. It is ok if the product actually does more than what is expected, but it must at least meet the user’s expectations.

-第三,一旦潜在客户访问,当他们到达你的站点的时候,他们必须喜欢他们所发现的。产品需要支持吸引他们的这种信息。如果产品的确能满足或者超过预期的效果最好,但至少产品必须满足用户者的期望。

All three of these have to be working well for your site or product to succeed.

这三方面必须做到了,你的站点或者产品才会成功。

If you have a great message but the product doesn’t support it, users won’t return. This situation is all too common. This may be due to the product not having a value proposition that is useful, or it may be due to the marketing team not understanding or appreciating the value proposition (if this is the case, don’t blame marketing, you likely need to fix your value proposition), or possibly the marketing team gets tempted by compelling messaging, and/or is measured by delivering prospects rather than satisfied customers.

如果你有一个很好的message但是产品不支持它,用户将不再回来。这种情况简直太普遍了。这或许可以归结为这个产品没有一个有用的有价值的定位,或者也可以说是营销团队没有理解或者重视这个价值定位(如果是这种情况,不要抱怨营销团队,你需要调整你的价值定位),还有可能是营销团队得到了令人信服的messaging而受到鼓惑,同时/或者判断标准成了前景展望而不是客户满意。

If you have a great product but your messaging isn’t compelling, users won’t know it because they won’t visit to find out. Even with a great product it can be tough to come up with simple, clear yet compelling messaging. You need enough so that the prospective customer clearly understands what you do and why he should care, but not so much that he gets overwhelmed. One tip is to realize that you don’t need to describe everything you do. You can just highlight the one or two major benefits that resonate the best.

如果你有一个不错的产品,但是你的messaging不是有说服力的,用户将不会知道,因为他们不会去访问寻找。即使一个不错的产品,在寻找一个简单、清晰,但有说服力的messaging上也是很困难的。你足够需要让你的潜在客户清晰地知道你做什么和他为什么要关注,而不是多到让他们手足无措。有一个提示,就是你要知道,你不需要描述你做的每一件事情。最好的就是突显一或者两个主要的能引起共鸣的客户收益就可以了。

Even if you have a great product and great messaging, you still will fail if nobody knows about it. Effective marketing programs can have a dramatic positive impact on your product’s success when the marketing team understands the different target customers and knows how to reach them with a compelling message.

即使你有一个不错的产品和不错的messaging,如果没有人知道这些,你仍然会失败。有效的营销方案可以对产品的成功产生戏剧般正面的影响,但前提是这个营销团队理解不同的目标客户,并且知道如何用令人信服的message接近他们。

So all three have to be working well, you need a strong value proposition that is well supported by the product and you need to get the word out to the people that will care. The only way these three things will happen is if product and marketing work effectively together.

因此,这三个方面都应该做好,你需要一个强有力的价值定位,并且能够被产品良好的体现,你需要让那些关注的人领会到。只有产品和营销有效的合作才是实现这三个方面的唯一途径。

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