At the heart of any successful marketing strategy is the product itself. After all, even the best campaigns can’t cover for a product that fails to meet customer expectations.
In his recent article, marketing expert Mark Ritson argues that Product should be every marketer’s top priority. Here, we explore his insights and why an effective marketing strategy must place Product at its center.
The 4Ps of Marketing: A Foundation
Before diving into why Product deserves a spotlight, let’s briefly revisit the 4Ps of marketing:
- Product: The goods or services offered to meet a specific customer need or desire.
- Price: The perceived value of the product, shaped by what customers are willing to pay.
- Place: Where customers can find and purchase the product, including digital and physical spaces.
- Promotion: The tactics and communications used to create awareness, interest, and demand.
Each element plays a vital role in the marketing mix, but Product stands as the foundation. If a product doesn’t meet expectations, no amount of promotion, price adjustment, or ideal placement will make up for it.
Why Product Should Be the Priority
Today’s customers have higher expectations than ever before, and in a competitive market, it’s quality that retains loyalty. Ritson’s example of Guinness highlights this perfectly: for decades, Guinness has maintained a global standard of quality, turning every pint into a reliable experience. That consistency is what keeps customers coming back.
Marketing teams contribute to this by gathering and analyzing customer feedback to guide product enhancements. Rather than focusing solely on promotional efforts, marketers can use insights to drive continuous product improvement, which in turn drives customer loyalty and brand trust.
How Marketers Can Influence Product Quality
Marketing is often mistaken as being synonymous with Promotion, yet effective marketing involves much more. While Promotion may drive initial interest, it’s product quality that sustains customer relationships. The most successful products are those that evolve over time, informed by ongoing consumer insights and feedback.
Marketing teams are typically a primary source of customer insights in a company. By working closely with product development, marketers can ensure the product remains aligned with customer needs. This may involve advocating for quality adjustments, contributing to product testing, or simply keeping the customer’s voice at the forefront of development decisions.
🎯 Key Takeaway:
Great marketers should do more than craft compelling ads—they should be advocates for product quality, consistency, and improvement. While we may not control product development, our insights and influence can help brands keep their offerings aligned with consumer expectations.
Let’s focus on being product-oriented marketers who know that the most successful brands deliver both great stories and exceptional products.
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(Source: Mark Ritson via Marketing Week)
