The Future of Product Marketing – Three Trends to Watch

Product marketing is a constantly evolving field – if you don’t evolve with it, you’ll get left behind. For 2023, we see three trends product marketers will need to embrace to remain successful. In this post, we’ll quickly break down what those are so you’ll know what you need to stay ahead of the game.

Artificial Intelligence

The meteoric rise in the use of AI in the past year has sparked excited (and sometimes nervous) discussion in many industries about what the future holds. In no industry is AI’s potential more apparent than product marketing. AI-powered tools can help with everything from writing copy to tracking customer behavior. 

One of the most interesting applications of this technology is in the realm of customer service, where chatbots can provide quick answers to basic questions, day and night, without the need for sleep, breaks, or overtime. This also means you lead generation can be automated. The revolutionary technology allows product marketers to spend less time on time-consuming tasks and more on delivering results

All that being said, it’s also true that AI will always be inherently limited. Large Language Models like Chat GPT may know how to string together grammatically correct and plausible-sounding sentences, but they have no way of judging if what they are saying is valuable, interesting, or even true. While a good tool to get things started, it’s likely the need for a human eye and creativity will never completely go away.

Data and Personalization

While data analytics dates back at least a decade, tools like Google Analytics 4 show that data remains as relevant as ever. In 2023, product marketers will need to find ways to stand out in a sea of content and capture the attention of their target audiences by delivering tailored experiences. Being able to capture your target demographic’s sex, age, what device they’re using, and other relevant information will allow you to bring your marketing to the next level. This will require a deep understanding of customer behavior and preferences, as well as the ability to deliver targeted messaging across multiple touchpoints. Personalization will no longer be just a nice-to-have – it will be a critical part of any successful product marketing strategy. 

Content

Content is king but video is king of that content. Since the Apple iOS14 update, the social ad world has greatly changed with a greater focus on good, engaging content. The key to a successfully social ad campaign begins with good engaging content.

Conclusion

Looking ahead to the future of product marketing, it’s clear that embracing AI, data and personalization, and content will be key to staying ahead of the curve. Product marketers must adapt and incorporate these elements into their strategies, ensuring that they can deliver tailored, engaging experiences to their target audience. By embracing AI-powered tools, deepening their understanding of customer behavior, and continuing to deliver valuable content, marketers will be well-equipped to navigate the dynamic landscape of product marketing, keeping themselves relevant well into the future.