The traditional product development and commercialisation lifecycle progresses through a number of functional steps. For most products, this lifecycle alters little between products; the process is fundamentally the same today as it traditionally has. Some of the R&D inputs might vary, and certainly the reasons for creation will vary wildly, but the cycle remains the same.
Certainly, the represented product cycle is simplistic in nature and it has been displayed this way for obvious demonstration reasons.
The longevity of the product development lifecycle is usually aligned to it’s commercial success. If the product is accepted in the market place and maintains a commercially viable sales path, then there is a greater chance that the cycle will continue, or at the very least, will run it’s complete “to conclusion” course.
The sales and marketing process has evolved as quickly as technology has allowed it; as quickly as the consumer has required it to evolve. Successful manufacturers have been able to capitalise on the product success through a combination of innovation, evolution, and by adjusting to the buying public’s appetite for information.
It is not difficult to plot the product marketing and advertising process (I am sure that there is a wikipedia entry that will detail this information for you).
There has been significant discussion on content marketing. There is plenty of information declaring that content is king; there are even blog articles in our own archive that promote this concept. Although this may work in a number of areas, the relative success of this approach is starting to wain.
Successful marketing has moved from downloadable brochures on a company website. It has moved beyond attempting to create a story on every product feature. It is no longer about trying to engage directly with consumers on social media. Today’s marketing trend is to create content that is not rammed down consumers throat. Content needs to be available in various forums and formats, but the greatest marketing “bang-for-buck” is now obtained when your content is shared by others. Consumers are looking for content curators…. And the curator cannot be you.
Curators will promote products that are interesting, that have some special appeal, that do things slightly special; dare I use the 80’s term of Unique Selling Proposition?
Tick these points and your product content will be distributed for you. Make the content dull or make the product even duller, and the chances of commercial success are greatly diminished.