[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"sanity-lTigychFPq8CeD9uPiqdWiGyYGmv3fl5yjrRj7a3mEg":3},{"data":4,"sourceMap":-1},{"meta":5,"resource":9},{"sidebarCta":6},{"body":7,"title":8},"Subscribe to receive content covering advertising and employer branding tips and best practices.","Stay updated",{"_createdAt":10,"_id":11,"_rev":12,"_type":13,"_updatedAt":14,"body":15,"category":97,"chapters":100,"displayContents":999,"image":1000,"preface":1003,"product":1004,"publishedAt":1037,"resourceType":1038,"slug":1042,"subcategory":1044,"title":1046,"visible":999},"2024-03-14T11:28:30Z","31e131a5-c8d2-4d32-b914-67139fbf96c4","YOzJ9ZhzPYruOclNCZx2Fy","resource","2024-03-26T14:40:04Z",[16,39,47,55,63,73,81,89],{"_key":17,"_type":18,"children":19,"markDefs":34,"style":38},"f511677247d0","block",[20,25,30],{"_key":21,"_type":22,"marks":23,"text":24},"a1d6e4322dd10","span",[],"As people spend more time online, the competition for consumer attention is fierce. Consumers currently spend ",{"_key":26,"_type":22,"marks":27,"text":29},"01cc1491b419",[28],"75277b168e73","more than eight hours a day on the internet",{"_key":31,"_type":22,"marks":32,"text":33},"9e4221906208",[]," looking at hundreds of different pieces of content on their smartphones, tablets and laptops. With so many options facing consumers, how can you ensure that your product or service stands out in a crowded marketplace?",[35],{"_key":28,"_type":36,"href":37},"link","https://www.statista.com/statistics/262340/daily-time-spent-with-digital-media-according-to-us-consumsers/","normal",{"_key":40,"_type":18,"children":41,"markDefs":46,"style":38},"e076548cf6ed",[42],{"_key":43,"_type":22,"marks":44,"text":45},"4ecf44c3f0ff",[],"",[],{"_key":48,"_type":18,"children":49,"markDefs":54,"style":38},"85736a16cd0e",[50],{"_key":51,"_type":22,"marks":52,"text":53},"8fc950d1863a",[],"Many marketers are struggling to keep up with constantly changing consumer preferences. But behind that challenge lies an enormous opportunity to earn attention with product-focused content that helps your audience solve a problem, work faster or improve quality. The key is understanding the product life cycle and matching the right life stage to the best strategies and tactics.\n",[],{"_key":56,"_type":18,"children":57,"markDefs":62,"style":38},"c7456a473050",[58],{"_key":59,"_type":22,"marks":60,"text":61},"8e8e860a2b78",[],"In this eBook, you will learn about:",[],{"_key":64,"_type":18,"children":65,"level":70,"listItem":71,"markDefs":72,"style":38},"6c47a485ceb3",[66],{"_key":67,"_type":22,"marks":68,"text":69},"a59ad8620f33",[],"Product life cycle marketing and how it can help guide your marketing campaigns",1,"bullet",[],{"_key":74,"_type":18,"children":75,"level":70,"listItem":71,"markDefs":80,"style":38},"55548b1d0017",[76],{"_key":77,"_type":22,"marks":78,"text":79},"e078378b02f6",[],"The stages of the product life cycle",[],{"_key":82,"_type":18,"children":83,"level":70,"listItem":71,"markDefs":88,"style":38},"2142302f6532",[84],{"_key":85,"_type":22,"marks":86,"text":87},"107c6524053c",[],"Marketing strategies and tactics for each stage of the product life cycle",[],{"_key":90,"_type":18,"children":91,"level":70,"listItem":71,"markDefs":96,"style":38},"02fb1fb43433",[92],{"_key":93,"_type":22,"marks":94,"text":95},"bcb04885f82e",[],"How the Stack Overflow advertising portfolio can support your product through the product life cycle",[],{"_ref":98,"_type":99},"718afd1d-6be3-4868-a82c-a072618a5fcb","reference",[101,139,403,683,909],{"_key":102,"_type":103,"body":104,"sidebarCta":134,"slug":135,"title":138},"ef61a31a6a7b","chapter",[105,113,118,126],{"_key":106,"_type":18,"children":107,"markDefs":112,"style":38},"9f3f3440feb3",[108],{"_key":109,"_type":22,"marks":110,"text":111},"e098004c97170",[],"The product life cycle is the progression of a product through five distinct stages: development, introduction, growth, maturity, and decline. The model was developed in 1965 by a German economist, Theodore Levitt, who published an article, “Exploit the Product Life Cycle,” in the Harvard Business Review. This model is still used today by business owners and marketers to make important decisions about advertising budgets, product prices, and packaging.",[],{"_key":114,"_type":115,"asset":116},"b8acc94ecd1f","image",{"_ref":117,"_type":99},"image-93a6149fc8bbc67eab969ca9a19bcc299356266f-1070x487-png",{"_key":119,"_type":18,"children":120,"markDefs":125,"style":38},"f00780074d3e",[121],{"_key":122,"_type":22,"marks":123,"text":124},"db4ca50b3bed",[],"In a previous eBook, Stack Overflow provided guidance on how a customer-first marketing strategy can help B2B companies build and strengthen their brand. But how can learning about the product life cycle support our marketing efforts?",[],{"_key":127,"_type":18,"children":128,"markDefs":133,"style":38},"29a90fd11d25",[129],{"_key":130,"_type":22,"marks":131,"text":132},"e32668783ab3",[],"\nIt's important for marketers to understand which stage your product is in so you can make better decisions for promoting it. As your product matures and grows, you can respond to changing customer needs by highlighting different features, updating messaging, and using new channels to reach specific audiences throughout the life cycle. This is called product life cycle marketing (PLC marketing). Let’s explore the stages of the product life cycle and how to leverage each one for your marketing efforts.\n",[],[],{"_type":136,"current":137},"slug","what-is-the-product-life-cycle","What is the product life cycle?",{"_key":140,"_type":103,"body":141,"sidebarCta":400,"slug":401,"title":79},"cfe1bb1bd09c",[142,151,159,166,174,182,191,199,206,214,221,229,236,244,252,259,266,273,281,289,297,304,312,319,326,333,341,348,356,364,372,379,386,393],{"_key":143,"_type":18,"children":144,"markDefs":149,"style":150},"ae1b9e233968",[145],{"_key":146,"_type":22,"marks":147,"text":148},"ea44e54c3afc0",[],"Introduction stage: ready, set, launch\n",[],"h2",{"_key":152,"_type":18,"children":153,"markDefs":158,"style":38},"5f96910f9818",[154],{"_key":155,"_type":22,"marks":156,"text":157},"93d1b43ddb72",[],"Theodore Levitt’s article identifies the initial stage of the product life cycle as the Development Stage. In that incubation stage, the product is conceptualized and built. Since marketers focus on promoting existing products, we will start with the Introduction Stage – also known as the Product Launch – when the marketing team reveals the product to the world.",[],{"_key":160,"_type":18,"children":161,"markDefs":165,"style":38},"c0a05c793889",[162],{"_key":163,"_type":22,"marks":164,"text":45},"03d728efa67f",[],[],{"_key":167,"_type":18,"children":168,"markDefs":173,"style":38},"ec6c9a4dfdb4",[169],{"_key":170,"_type":22,"marks":171,"text":172},"80b1e9f4e7af",[],"Preparing for a product launch is a great time to build awareness for your company and its brand identity. Focus on a couple of core benefits that the company and your new product provide and start creating content that highlights your expertise. In the pre-launch phase, work with the Product Team to gather positive feedback from customers who have tested the product and see if they will provide testimonials. You may consider providing samples or free trials to influential members of your target audience.\n",[],{"_key":175,"_type":18,"children":176,"markDefs":181,"style":38},"4cfdcf782394",[177],{"_key":178,"_type":22,"marks":179,"text":180},"6ae989eeefcc",[],"Upon launching the product, the marketing team needs to focus on creating demand and driving brand awareness even higher. Education is key. Using a combination of in-bound marketing, content marketing, PR and advertising will be essential for ensuring that your target customer knows about your product, its capabilities and why your offering is the best option.",[],{"_key":183,"_type":18,"children":184,"markDefs":189,"style":190},"05ea7d69c35e",[185],{"_key":186,"_type":22,"marks":187,"text":188},"7271861cc672",[],"Action items for marketers:",[],"h3",{"_key":192,"_type":193,"points":194},"a6a963f96c46","keyPoints",[195,196,197,198],"Establish a clear brand identity and generate buzz to attract interest","Connect with the right clients and partners to help promote your product  ","Develop a targeted marketing and advertising strategy  ","Provide a value exchange such as a free report or trial period to target audiences",{"_key":200,"_type":18,"children":201,"markDefs":205,"style":38},"99a5e267f8b7",[202],{"_key":203,"_type":22,"marks":204,"text":45},"87a725a22411",[],[],{"_key":207,"_type":18,"children":208,"markDefs":213,"style":150},"02e158f1bf4e",[209],{"_key":210,"_type":22,"marks":211,"text":212},"6640fff100500",[],"Growth stage: life after launch",[],{"_key":215,"_type":18,"children":216,"markDefs":220,"style":38},"e38ff0d745ea",[217],{"_key":218,"_type":22,"marks":219,"text":45},"9f2f3de70719",[],[],{"_key":222,"_type":18,"children":223,"markDefs":228,"style":38},"80d8ccc9e08b",[224],{"_key":225,"_type":22,"marks":226,"text":227},"b071a7d5d3ca",[],"You’ve successfully launched your product and demand is steadily rising. Welcome to the Growth Stage. Marketing strategies in this stage aim to increase profits.",[],{"_key":230,"_type":18,"children":231,"markDefs":235,"style":38},"b69f7566ee91",[232],{"_key":233,"_type":22,"marks":234,"text":45},"a2c517c4a201",[],[],{"_key":237,"_type":18,"children":238,"markDefs":243,"style":38},"b1fea67f6ec2",[239],{"_key":240,"_type":22,"marks":241,"text":242},"99a3f6fc1ce7",[],"As sales increase, competitors will start to take notice. This is the time for marketers to start to differentiate the product from rivals and show customers why they should choose your product over developing competitors. Marketers can conduct a competitive analysis and identify opportunities to illustrate product superiority.\n",[],{"_key":245,"_type":18,"children":246,"markDefs":251,"style":38},"35e82919cefe",[247],{"_key":248,"_type":22,"marks":249,"text":250},"9ba3c3b13faa",[],"Meanwhile, the product team will likely begin adding more features and you’ll want to promote those as well.\n",[],{"_key":253,"_type":18,"children":254,"markDefs":258,"style":190},"6c52a05a934f",[255],{"_key":256,"_type":22,"marks":257,"text":188},"58cf9c2bc504",[],[],{"_key":260,"_type":193,"points":261},"2d9ebea70187",[262,263,264,265],"Add and promote new product features","Adjust messaging to focus product preference as well as awareness","Increase support services with tutorials","Advertise and promote your product in new channels",{"_key":267,"_type":18,"children":268,"markDefs":272,"style":38},"837aa224998c",[269],{"_key":270,"_type":22,"marks":271,"text":45},"17defc9fac1a",[],[],{"_key":274,"_type":18,"children":275,"markDefs":280,"style":150},"b89e4f249c7c",[276],{"_key":277,"_type":22,"marks":278,"text":279},"e17ec21048520",[],"Maturity stage: becoming the brand of choice",[],{"_key":282,"_type":18,"children":283,"markDefs":288,"style":38},"f36009990265",[284],{"_key":285,"_type":22,"marks":286,"text":287},"3cacd6983388",[],"After sales peak in the Growth Stage, they will begin to level off in the Maturity Stage. This part of the product life cycle is often the longest stage for most products. Your market will be saturated and you will need to shift your marketing strategy from a mix of awareness and differentiation to more heavily focus on differentiation. The goal is to win over your competitor's customers, convert non-users and become a brand of choice in the market.\n",[],{"_key":290,"_type":18,"children":291,"markDefs":296,"style":38},"0fa4e51f9b07",[292],{"_key":293,"_type":22,"marks":294,"text":295},"e6479e5fdc85",[],"In the Maturity Stage, marketing campaigns should point out your superior product features. It may be tempting to sit back and enjoy the steady sales, but now is the time for marketing and product teams to work together to improve the product and let consumers know how it’s continuing to get better.",[],{"_key":298,"_type":18,"children":299,"markDefs":303,"style":38},"7442963d54e7",[300],{"_key":301,"_type":22,"marks":302,"text":45},"f2d1547d8bb0",[],[],{"_key":305,"_type":18,"children":306,"markDefs":311,"style":38},"0dade517f857",[307],{"_key":308,"_type":22,"marks":309,"text":310},"218b98a2e409",[],"This is also a great time for marketing teams to take a second look at product messaging across all your touch points (from sales materials to the web site) and analyze which messages resonate with specific customer segments. Then, you can use that information to streamline existing materials and even experiment with creating demand in new markets.",[],{"_key":313,"_type":18,"children":314,"markDefs":318,"style":190},"803fe0e086c8",[315],{"_key":316,"_type":22,"marks":317,"text":188},"6e3cad8fc9d6",[],[],{"_key":320,"_type":193,"points":321},"3717ea97c1c8",[322,323,324,325],"Expanding and improving product's features, differentiating it from other products","Encourage brand switching with case studies, testimonials and price incentives","Increase customer engagement and loyalty with tips and guides","Expand target audience into new market segments",{"_key":327,"_type":18,"children":328,"markDefs":332,"style":38},"ebc497726c22",[329],{"_key":330,"_type":22,"marks":331,"text":45},"b6dcc4959380",[],[],{"_key":334,"_type":18,"children":335,"markDefs":340,"style":150},"cae0284d546a",[336],{"_key":337,"_type":22,"marks":338,"text":339},"e1bc60ef00410",[],"Decline stage: avoid crisis with innovation",[],{"_key":342,"_type":18,"children":343,"markDefs":347,"style":38},"001819a2fb4a",[344],{"_key":345,"_type":22,"marks":346,"text":45},"dbe59d2ddb3d",[],[],{"_key":349,"_type":18,"children":350,"markDefs":355,"style":38},"9d0cf930a5ce",[351],{"_key":352,"_type":22,"marks":353,"text":354},"d5899684fad8",[],"If your product is experiencing a decrease in sales and profits, you have reached the Decline Stage. There can be many reasons for a decline: changes in consumer preferences, technological advances, or too many alternatives in the market. Ideally, companies can avoid the Decline Stage by modifying their product in the Maturity Stage. However, if you find your product in the Decline Stage, marketers can work closely with the product team to find creative and innovative ways to overcome a slump in sales.\n",[],{"_key":357,"_type":18,"children":358,"markDefs":363,"style":38},"7db3cdf953b0",[359],{"_key":360,"_type":22,"marks":361,"text":362},"3872a9b25c73",[],"In the Decline Stage, the market has become saturated, so you’ll need to focus on differentiating specific features, expanding brand awareness with new advertising strategies, and highlighting customer service. Competition is highest at this stage, so it’s critical to leave no doubt regarding the superiority of your product. This is also a good time to expand into international markets.\n",[],{"_key":365,"_type":18,"children":366,"markDefs":371,"style":38},"8382dba0e9ef",[367],{"_key":368,"_type":22,"marks":369,"text":370},"6b45327c67b5",[],"On the product team, companies can take a hard look at how to pivot the product by expanding its capabilities or finding a new use case. Larger companies usually have several products that are at different stages in the product life cycle. This enables them to monitor how products are performing at each stage and allocate appropriate resources.\n",[],{"_key":373,"_type":18,"children":374,"markDefs":378,"style":190},"2035a72f407f",[375],{"_key":376,"_type":22,"marks":377,"text":188},"034f2ca3cb30",[],[],{"_key":380,"_type":193,"points":381},"e86a72fd099c",[382,383,384,385],"Add and promote new features and capabilities via advertising","Introduce the product to international markets","Adjust product pricing","Explore how the product can be applied to a different use case",{"_key":387,"_type":18,"children":388,"markDefs":392,"style":38},"e1d1273eaaea",[389],{"_key":390,"_type":22,"marks":391,"text":45},"c21c0ad10014",[],[],{"_key":394,"_type":18,"children":395,"markDefs":399,"style":190},"ad37d3ea464c",[396],{"_key":397,"_type":22,"marks":398,"text":45},"f9b814a7c15c",[],[],[],{"_type":136,"current":402},"product-life-cycle-stages",{"_key":404,"_type":103,"body":405,"sidebarCta":679,"slug":680,"title":682},"3c83fbaa2027",[406,425,432,440,448,481,489,497,505,513,521,529,536,544,552,559,567,581,589,607,614,622,631,638,646,663,671],{"_key":407,"_type":18,"children":408,"markDefs":422,"style":38},"4d36c990898f",[409,413,418],{"_key":410,"_type":22,"marks":411,"text":412},"63327cdc25600",[],"Now that you have a better understanding of Product Lifecycle Marketing, it’s time to explore the best advertising solution for reaching your goals. 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Our average view-through conversions on banner ads are 14 times higher than click-through conversions. Programmatic guaranteed deals are on a case-by-case basis and have a premium associated with them. Contact our sales department for a more in-depth discussion of your display advertising options.",[],{"_key":449,"_type":450,"elements":451},"02ead55838a6","spotlight",[452],{"_key":453,"_type":454,"body":455},"f0f5f428204f","element",[456],{"_key":457,"_type":18,"children":458,"markDefs":480,"style":38},"405a07ae4ffd",[459,463,468,472,476],{"_key":460,"_type":22,"marks":461,"text":462},"a1716c182fe20",[],"We’ve found that when developers see an ad on Stack Overflow, it influences them to ",{"_key":464,"_type":22,"marks":465,"text":467},"82f98e33f6eb",[466],"strong","search out more information on their own",{"_key":469,"_type":22,"marks":470,"text":471},"7efb3cb79732",[],". 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