Can outstanding marketing ever propel a poor product to greatness?
Attended Sarhad University of Science and Information Technology (NTI)
October 11th, 2016
Marketing is an important part of every business. Sometimes the most important. But is it possible to propel a poor product to greatness just based on an outstanding marketing? In my opinion, only shortly. What do you think?
To greatness? It depends on your definition of greatness. However, great marketing can propel a poor product to sale success but 9 out of 10 times it will be short-lived. That, I do not call greatness.
Yes, it's possible to propel a poor product to greatness just based on an outstanding marketing. Oracle is a great example of that happening. I was at Regis McKenna when Oracle, Sybase and Ingres were fighting it out for market share and ALL of the revenue growth there came down to being out-spent in marketing. (... quite frustrating, BTW!!)
It gives a longer life to the company and products, where you have time and $$ to improve the product. A great product without marketing dies quickly then other way. There are many many examples of very successful companies whose marketing was excellent but very poor products (in lot of cases vaporware or products that simply didn't work)..
Of course it is possible to promote a poor product to greatness - just look
at the iPhone for an example; it is only a mediocre piece of hardware
compared to some other devices on the market but at the same time they are