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Like me, you might have thought at first that pragmatic product marketing might involve some obscure. But, actually, in this case, we’re going to talk about some proven statistics, about product marketing, from top publications. There are many facets to product marketing, and I want to point out one or two important, proven statistics to live by. These are backed by hard data, and I will cite the source for you, so you can go and double check yourself if you like. We can talk all we want about the various abstracts of product marketing, but … pragmatic product marketing calls for a bottom line of hard data and real statistics. Here’s a small taste of this for you. #1: SEO SEO is one of the bigger parts of online product marketing, and this is proven by the fact that 61% of internet users research products online (according to Interconnected World 2012). Along with this, Comscore, in 2010, discovered that we perform over 131 billion internet searches per month, that’s a lot of SEO opportunities. Also, did you know that seventy five percent of people are aware that SEO is programmed into their page of results (from most searches, according to in 2010)? This all means that not only is SEO powerful if used right, but you have to be wise with it, because people are becoming aware of it. #2: Blogging Blogs are one of the biggest vehicles for SEO, and also one of the most organic and effective way to handle PR and outreach. Did you know that the frequency of your blog posts directly affects customer acquisition? 92% of companies who do multiple blog posts a day acquired a customer through their blog that day, according to HubSpot 2012. Blogs aren’t a fad, they are here to stay.  Given that the population of worldwide blog readers has been documented to be on a continuous and steady growth, they are worth the investment (according to eMarketer in 2010). #3: Social Media Social media is only now getting the attention it deserves, and it’s a shame it took so long. However, now that it is getting all this attention, you ought to get on board. Over 59% of all marketers are using social media for six or more hours a week, according to Social media Examiner. When investing so many hours, you need to be wise with your strategy. According to another poll taken by Adobe, 52% of marketers cited that measuring ROI with social media marketing campaigns are the most difficult metrics to deal with. So, be sure you plan how to analyze measure and act on the data you retrieve. #4 – Email Marketing As one of the oldest digital product marketing mediums, email marketing isn’t going away, but you have to rethink how you use it. This is especially true in regards to designing your email for the appropriate devices. Mobile is the key player, as over 80% of users claim to read email on their mobile devices, according to HubSpot. Finally, one last point about email; you must be sure to choose the appropriate response-triggering keywords for your marketing emails. For example, according to HubSpot, “secrets” is the most widely clicked subject line in the world. These four pragmatic product marketing tips are based on proven research and actual studies. Regardless of your philosophy or experience, the market is changing and these tips will help you stay with the program.


Kevin Goldberg