Product Marketing vs Digital Marketing

Product marketing vs digital marketing. Is there any difference between the two? How can you distinguish one from the other? Let us know below. Read on.

Product Marketing vs Digital Marketing: Definition

To begin, let us define each one. Product marketing refers to a set of activities aimed at promoting an organization’s products. It is a strategic activity responsible for communicating the features, benefits, uses, and value of a product to customers.

On the other hand, digital marketing refers to marketing activities focused on reaching potential or existing customers through digital platforms such as social media and online communities.

Product Marketing vs Digital Marketing: Differences

Target Audience

Product marketing is a marketing strategy that focuses on creating awareness about a specific product for a specific audience. On the other hand, digital marketing targets are the general public.

Role in Company’s Marketing Strategy

Product marketing is considered one of the core components of an organization’s integrated marketing communication (IMC) strategy. And plays an important role in delivering the company’s overall message and branding to customers. 

On the other hand, digital marketing is part of an organization’s IMC strategy. But it is not as important as product marketing. Since it does not play a major role in delivering the company’s message or branding to the target market.

Time Frame

Product marketing refers to long-term activities while digital marketing refers to short-term activities. Digital marketers are generally concerned with short-term results while product marketers focus on long-term results.

This means that digital marketing activities can be executed in a relatively shorter period compared to product marketing. For example, a new product launch will require more time and effort compared to other campaigns such as brand awareness or webinars.

Product Marketing vs Digital Marketing: Similarities

Where, then, do they overlap? Firstly, both activities aim to reach potential and existing customers. Secondly, there is also a common goal of increasing revenue, market share, and customer loyalty.

For example, if the company wants to increase the sales of its product, it can do so by implementing both product marketing and digital marketing. In this case, the company will use digital marketing to create awareness of its product to the general public. And then follow up by using product marketing to communicate the features, benefits, uses, and value of the product to customers.

In addition to that, digital marketing also serves as an excellent communication tool for companies that want to introduce new products. It is especially effective in reaching potential customers who are not yet familiar with the company or its offerings.

Product Marketing vs Digital Marketing: Which One is Better?

To answer this question, we need to keep in mind that both activities are vital for achieving one goal: increasing revenue and market share for a business. However, depending on the goals of a particular business, one activity may be more beneficial than the other. 

For example, if you are trying to get more people to visit your website, then digital marketing would be more helpful than product marketing. So, you need to assess what you need at the moment.