AMA: Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Category Creation
June 7 @ 10:00AM PST
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Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM, Martin Raygoza on Category Creation
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Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 8
The great thing about being the underdog is that you can also be the disruptor. The category's leader role is to maintain its position, this limits how many risk they can take and usually makes them over confident. So if you find your company in this position my suggestion would be to follow t......Read More
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How much effort is it to market products that create new categories? As in time and touches vs. existing products.
Or in other words, what is the education/definition effort vs. competitive differentiation effort in a known category
Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 8
I would suggest to think of entering or creating new categories with the same complexities of creating a new business. So definitely it is easier to promote products. Depending on how far form you core business will be the level of difficulty of creating a new category, so I would suggest to t......Read More
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Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 8
It is relatively easy to get it wrong when creating a new category, the complication is in the word "new". So it is very important to make sure you understand all the implications for your business to reduce the possibility of failure. Here is in my opinion some of the most common mistake done by......Read More
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Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 8
Creating a category could be one of the most complicated process for any organization. It is very important that you make sure your company has the resources necessary for this. Here are 3 questions I would ask my business before thinking on expanding to new categories: 1. Will my core busine......Read More
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Martin Raygoza
Google Marketing Head for YouTube Shorts Mexico & Spanish LATAM • June 8
Some of the most important decisions you need to consider as a product manager are: 1. How competed is the new category?: There is no right answer. More competition means more barrier to enter but less means fewer information at your disposal. Just make sure your strategy consider the......Read More
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