13 December 2019
Innovation will be harder to market
Back
Innovation will remain the core driver for selling products. As consumers increasingly question the necessity of their purchases, the requirement for products to have a unique selling point (USP) will become more prevalent. In the insights below, we highlight the need for products to be better designed, more sustainable and appeal to a wider demographic. However, communicating and marketing innovation is a challenge in itself.
An extensive analysis by Facebook discovered that Millennials scroll through social media content at least 2.5x faster than people in their 60s. This leaves a matter of milliseconds to engage the consumer and communicate the function and USPs of the product.
But by their very nature, innovative products often need explaining visually. And in an age of mass media, your target market will be spread across multiple platforms. Without more extensive marketing work, you may miss them completely.
Product marketing will not be an afterthought but will influence physical design to ensure that the product's USPs are clear and communicable.
We believe that product designers will have to work with branding and advertising teams much earlier in the development process.
Back
13 December 2019
Innovation will be harder to market
Back
Innovation will remain the core driver for selling products. As consumers increasingly question the necessity of their purchases, the requirement for products to have a unique selling point (USP) will become more prevalent. In the insights below, we highlight the need for products to be better designed, more sustainable and appeal to a wider demographic. However, communicating and marketing innovation is a challenge in itself.
An extensive analysis by Facebook discovered that Millennials scroll through social media content at least 2.5x faster than people in their 60s. This leaves a matter of milliseconds to engage the consumer and communicate the function and USPs of the product.
But by their very nature, innovative products often need explaining visually. And in an age of mass media, your target market will be spread across multiple platforms. Without more extensive marketing work, you may miss them completely.
Product marketing will not be an afterthought but will influence physical design to ensure that the product's USPs are clear and communicable.
We believe that product designers will have to work with branding and advertising teams much earlier in the development process.
13 December 2019
Innovation will be harder to market
Back
Innovation will remain the core driver for selling products. As consumers increasingly question the necessity of their purchases, the requirement for products to have a unique selling point (USP) will become more prevalent. In the insights below, we highlight the need for products to be better designed, more sustainable and appeal to a wider demographic. However, communicating and marketing innovation is a challenge in itself.
An extensive analysis by Facebook discovered that Millennials scroll through social media content at least 2.5x faster than people in their 60s. This leaves a matter of milliseconds to engage the consumer and communicate the function and USPs of the product.
But by their very nature, innovative products often need explaining visually. And in an age of mass media, your target market will be spread across multiple platforms. Without more extensive marketing work, you may miss them completely.
Product marketing will not be an afterthought but will influence physical design to ensure that the product's USPs are clear and communicable.
We believe that product designers will have to work with branding and advertising teams much earlier in the development process.