Main differences between Product Marketing and Service Marketing
When we talk about the biggest differences between Product Marketing and Service Marketing, we start with the most obvious: the type of offer or its (in)tangibility. In the first, we thailand telegram viral are dealing with a tangible offer, such as a computer, while in the second we are dealing with an intangible offer, such as a cloud backup service. Based on this premise, it is natural that the Marketing strategy used in each one has its own particularities.
Product Marketing and Service Marketing in the IT sector
To better understand how Product Marketing and Service Marketing work in the IT sector, we will use two case examples.
In the case of Product Marketing, we have a company that sells desktops to the business segment. There is a tangible product (desktop) which, with its attributes, satisfies a customer's need (e.g. working from anywhere). The way to reach the market, and consequently the customer, is largely through displaying and, eventually, testing the product.
In the case of Service Marketing, we have a company that sells a cloud backup service. Here we are dealing with an intangible service (backup) which, through the added value it brings, will solve the Customer’s “business pains” (e.g. storing documents more effectively, securely and affordably). The way to reach the market, since there is no physical product to demonstrate, depends largely on the production of content that helps the company prove its value and position itself as an authority in the area in which it operates. Content that demonstrates its experience and knowledge, and focuses on responding to the needs, challenges and aspirations of the people it is targeting.
And when Product and Service meet?
IT companies often do not exclusively sell products or services, but rather a mix of both. For example, a technology company that sells billing software and customization and support services.
Implementing a Marketing strategy in an Information Technology company that operates with products and/or services may seem like a challenge, however it is not impossible and Xpand IT knows this well!
Service and product are two distinct concepts, which justifies different marketing techniques and approaches. When defining your IT company's strategy, you must take into account the particularities of each of them, but also the similarities that often bring them together, namely, offers that encompass both products and services.