How to Market Digital Products

You’ve designed and developed an effective digital product. You’ve launched it and committed to a cycle of analysis and optimization. What’s missing?

In today’s digital world, buyers are looking to work with innovative suppliers who can offer a great user experience and deliver value. They’re seeking you out – so you have to make sure they know about your new digital product!

As a crucial part of the digital product development process, consider how marketing plays a role in your digital product launch strategy. 


Benefits of marketing a digital product

Digital product marketing involves telling your customers about your digital product, how it works, and how it will improve their user experience. When you let your customers know about your digital product and how it will help them, you’ll grow awareness for your company, your products, and even your user experience.

According to our 2022 B2B Buyer Report, 94% of B2B buyers agree their company prefers to work with suppliers that continuously evolve their digital capabilities and experiment with offerings. Your customers value innovation and a seamless user experience, so go ahead and share how your digital product demonstrates these benefits. 

That messaging will entice them to visit your website, try your app, or learn more about your brand. Your marketing can be an entrance point — an introduction that sparks a longer term customer-supplier relationship.

Marketing your digital product will also help position your brand within your industry. Especially in industries that are growing increasingly competitive, digital products offer an opportunity to stand out among competitors and drive your business forward.

If you haven’t yet set your digital marketing strategy, you’re not alone. A recent study shows that 45% of companies are doing digital marketing but don’t have a defined strategy. Being strategic about digital marketing will set your business apart and maximize your digital product innovation.


How do you market a digital product?

If marketing your digital product is important, how do you make it happen? These four steps will help you get started.

1. Put your customer first.

Just as a customer-centric approach is important in the digital product development process, that type of approach will help set you up for success in marketing your digital product. Begin with the customer’s needs. These needs drove the design of your digital product, and they can also drive your marketing message.

Your marketing message needs to communicate what your digital product is, how it works, and the value it provides. Your digital product exists to provide value to your customers and improve their user experience — and that is what will drive them to try your digital product and keep coming back to it.

2. Use data to drive decisions.

You’ll also want to use a data-driven approach to create your marketing strategy. To reach your customers effectively, consider where they are and where you’re wanting to drive them. Are you reaching new or existing customers? Use the data to ensure you’re prioritizing the right places and efficiently targeting your ideal customers.

To measure the success of your marketing, you’ll also set your objectives and key KPIs. Measurement will allow you to understand what’s working, what’s not, and how to make improvements as you move forward.

3. Build an omnichannel experience.

How will you connect with your customers throughout their buying journey? Build your sales funnel — from awareness and consideration to conversion and engagement. You’ll need to determine the key marketing channels that will help you reach your customers at each point.

Our 2022 B2C Report found that in the past six months, customers have changed their shopping habits beyond simply online shopping. Today’s customers appreciate an omnichannel shopping experience, meaning the most successful marketing efforts will span multiple channels and touchpoints. This omnichannel marketing strategy will move your customers through different stages of your sales funnel, as they learn about your products, explore your digital experience, make purchase decisions, and engage with your brand.

Your marketing can include content marketing, interactive tools, social media, marketing automation, and more. Personalized content, “always on” service, and interactive experiences are highly targeted and deeply engaging. All of these connection points have the power to drive your customers to your digital products and show them the value your business offers.

4. Evaluate and optimize.

Marketing your digital product isn’t a one-time campaign. Just like digital product development itself, marketing digital products is a continual process based on your customers’ changing needs and behavior, the data you gather, and the evolving digital landscape

While digital product innovation may push your company out of its comfort zone, it can also cultivate a culture of change within your organization. A mindset of continual evolution is necessary to succeed in today’s digital landscape and build long-lasting customer connections.

If you’re ready to launch a digital product or digital project, we can offer our expertise and support. Contact a digital transformation team member, or download our “B2B Guide to Digital Product Development” white paper.

Connect With Me

Mary Schneeberger

Mary Schneeberger leads the Marketing Experience practice at Avionos. She has extensive experience collaborating with clients and is qualified across several digital channels and industries. Her recent projects include work on digital governance strategy, marketing automation strategy, and digital transformation. She’s been featured in several articles about integrated marketing, most recently in Martech Zone. Connect with Mary on LinkedIn.
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