Top 8 Reasons Your New Product Marketing Campaign Will Fail, by Brian Newmark
It is not easy to get a new product out there and expect it to do well.
The product might not be ready, it might have competition, and there might be other products that are superior in quality or marketing.
In short there are many reasons why your new product marketing campaign can fail.
1) Half ready product:
This is the primary reason why many new products fail. It is launched when it is not ready.
A lot of companies start promoting products that arenâ€™t ready. A half built product often has errors and bugs, they are not tested enough and when they come out of their beta without being fully complete they start to annoy their customers.
This is a quick way to fail any marketing campaign.
2) Competitors in the market:
Every niche has competition. No matter what the product is, it will have competition. Such is the market in 2014 that there isnâ€™t any field left without having a rival product around.
While having competitors isnâ€™t exactly bad, as that means there is a market available for the product. However, having existing competitors who are established will also mean that your targeted customers will prefer them, rather than your own product. This is where your marketing has to take cover, if your marketing isnâ€™t superior either, and then it will surely fail.
3) Not doing a launch:
For any product, an official launch is a must. That is how you introduce your product to your targeted audience.
If there is no launch then your product will be another bottle in the supermarket that no one will bother to check out. With so much going on, it is pretty easy to become a yet-another-product that no one gives a try.
4) Ignoring social media:
Social media is where your clients and customers are. But it is also a place where your competitors and your worst haters are.
In such a situation, reputation management becomes a key strategy and is vital for your product marketing campaign. If you ignore social media, your new productâ€™s feedback will start to get crappy. It can be the work of your competitors or just an angry customer but if you donâ€™t take it seriously, it will put serious question marks over your new product.
5) Not having a customer service:
In the marketing world, it is always cheaper to retain an existing customer than to find a new one.
But retaining old customers is not easy, no matter how loyal they are, they tend to leave you at some point. This retention rate can be improved with a great customer service. Every customer requires some assistance and having a responsive support system can do wonders to your customer loyalty.
It is always your loyal and old customers that try your new products. This makes sense because your old customers trust you and are ready to test anything that you throw at them.
6) Not doing PPC
Pay per click is the best advertisement option available for marketing products.
With platforms like adwords one can target the entire internet and even the search engine results pages. With platforms such as facebook and twitter, social PPC has become so much easier to use, generates better results and provides much more demographic information compared to traditional PPC.
Ignoring the PPC option can put a dent in your marketing efforts.
7) Not Doing SEO
Any marketing campaign is not complete without the optimization for the organic search results.
Organic search traffic converts better than any other form of online traffic. Natural search traffic is free to get, and if you are missing out on it, not only you are losing targeted customers but losing them to your competitors. If a new product marketing campaign canâ€™t get the search traffic, it is heading to a failure.
8) Resorting to spammy techniques:
Spam is something that one should always stay away from.
In 2014, the definition of spam has changed somewhat. With everyone going after content marketing and trying to bring in their very best content out there on the internet, even mediocre content is being seen as spam now. With the changing times, it is important that we lose our 2007 SEO mentality and stay away from spammy and low quality marketing tricks and focus on quality alone.
Marketing a new product is never easy. There is always that chance where you do everything right and yet it gets backfired and rejected. It is thus important that we at least do not commit any mistakes knowingly and make sure to put all the concentration to positive marketing.
A new product does not have a fan base or loyal customers, so unless the marketing is top quality, it canâ€™t build a base for itself.