What trends and shifts is consumer product marketing experiencing?

I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Uber Eats as the first Consumer PMM when I was at Uber, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies startin ...Read More

Though there are many we could talk about, here are a few I’ve been reflecting on lately. 📈 Trend: The era of “build it and they will come” messaging is dead 👀 What’s next: Product marketers need to up their positioning game For a long time, it worked to market consumer tech products in a way that was very centered on what the business did. We built a thing, here’s what it does. Straightforward. This worked for a while because the innovations felt more meaningful and there was less noise in chan ...Read More

I’ve been noticing a shift towards brand marketing and campaign management in the PMM space. More joint titles, more case studies around the brand being product and product as the brand. Another shift I’ve noticed is that everything is B2C. Who your C is changes but B2B isn’t just about internal sales teams, there seems to be a turn to reach the end user more. At the core of marketing is the market, so staying up to speed on what is happening on the macro economic levels and noticing those trend ...Read More

Human attention and distribution.  These things aren't new - they just increasingly get harder every year.  There are a million apps and products out there. It's more important than ever to differentiate yourself and position yourself accordingly. Also, the days of buying consumers through paid ads are over (wayyyy too expensive and not scalable). So, distribution has to be well-thought-out.  Plus, the time to value has to be short. If someone isn't able to find value the first time they use you ...Read More