Paul Carman

I completely agree with Jen Noonans comments. Every interaction with a customer or potential customer is a data point. The more feedback to your messaging, the faster it evolves with your market. The most challenging interactions often yield the most valuable insights. The most successful commercial teams are also the most intuitive and quickest to point out when there are trends in the market that need to be studied.

A product launch is most effective when there is a buildup of anticipation. Stakeholders get excited when they feel their voices have contributed to an idea or to its success. Seeking this feedback helps the launch to stay on target and align with the target audience. Confirming messaging with sales teams and key customers early on will lead to higher adoption at the time of launch.

Brand recognition has started to play an important role in targeted advertising as marketers believe the more you know about something, the more you will want it. By putting branding in front of your audience frequently they will start to observe a Baader-Meinhof or frequency illusion effect that you brand is more popular and ever present than it is in the general audience.

Content consumption preferences are a moving target. Using software that will tell you which device; and the where and when content is consumed is incredibly helpful. I have worked on campaigns where the majority of interactions came from mobile devices at all hours but 100% of the potential buyers interacted via a destop computer between 8 and 11 am in the morning.

Content Alignment is about adding value. Does your company have something interesting to say and is it valuable to your target audience? As a new product you need to build off the current market and then introduce your improvement or differentiation. Content that brings novelty and credibility to a brand attracts a broad following.