In the olden days of marketing – like, 20 years ago – designing a marketing plan for your product-based business was pretty straightforward. Mostly, you had to show how much better your product was than its competitors. That could mean running a taste test with random consumers and then telling people about it. It could mean paying a celebrity to wear your product to a major event. It could even mean just spending tons of money on commercials in which an actor looked really happy eating/using/looking at your amazing product. That is somewhat of a simplification, sure, but in general, that was the idea behind product-based marketing before the digital age. Today, things are different. Consumers are way more savvy. They can price-shop for products just like yours across the entire internet, which basically means the entire planet. They’re wary of the hard sell, and want to feel in control of the purchasing process. On the marketer’s side, the channels through which you can reach consumers have exploded. It’s not just TV, radio, and print anymore. You have mobile ads, browser ads, mobile apps, email, social media, live chat, text alerts…you get the idea. When you add in the fact...
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