Why Great Products Fail Without the Right Digital Strategy
Each year, thousands of products are introduced into the market that are developed with a purpose, developed with research and created to solve specific problems; however, many products fail (often silently) and the producers are left with the question, “If the product was great, then why did it fail?”
The answer is both simple and commonly overlooked — the success of a product cannot be possible without the implementation of an effective digital strategy.
The journey of the modern consumer is a digital one; customers find brands through an online search, explore competing products through an online search, review products through an online search and ultimately make their purchasing decision based upon how a product is marketed and positioned through digital channels. Visibility, trust and storytelling have now become as important (and in many cases, more important) as the products themselves. Therefore, if a customer’s search does not lead them to the product, regardless of how well that particular product is made, it is likely to be considered “invisible.”
The Digital Window Where Customers Look First
Businesses once relied on storefronts, direct marketing, and word of mouth. Nowadays, customers typically hear about products from search engines, social media platforms, online advertising, influencers, and digital conversations. Purchase decisions are being made before the customer even arrives at the seller. A seamless digital presence provides the initial impression. If there is difficulty finding the product online, or if it is poorly communicated, and/or there is no social proof, then the customer’s trust will diminish quickly. Competitors with even inferior products can build trust more rapidly than their competitors.
When Quality Isn’t Enough
Organizations have often assumed in the past that customers should easily identify a ‘great’ product but those assumptions don’t hold true when you look at the vast number of different product types via the internet. Customers do not respond to a product based on just its features but rather also based upon their ability to recognize, understand, and trust the product. Customers need to have confidence in their buying decisions before making purchases.
Reasons why products fail are:
- The target audience does not know that the product exists.
- The product value was not communicated in a clear and simple way.
- There are no elements to establish trust – such as product reviews and success stories.
Without having all of these major pillars in place, your product will not have the ability to make an impact.
The Power of Digital Storytelling
Customers remember their experiences of emotional connection. Customers remember products that are linked to an emotional connection, while some products will not have an impact on customers unless they have an emotional connection associated with them.
The strongest digital strategies take the desired product and transform it into a business benefit — therefore, the greatest opportunity for business success through digital is to change the perception of a product from being just a ‘thing’ to becoming a ‘brand.’
Startups disrupt industries based on perceived value. Startups often do not develop the best product from the start but rather the best story. Startups connect with customers by telling them how their products will enhance their lives or solve their biggest pain point and fulfill their dreams. Because customers relate to the story of a startup, they will purchase the product without even trying it.
Trust — The Most Valuable Digital Currency
Customers today are not swayed by the traditional means of marketing but by the power of the online community. They look for information that Calms their fears and other people’s comfort zone with a particular product, to make sure it works as promised. If customers do not see this kind of transparency, then they will not be purchasing from the company.
Two major factors impact Purchase Decisions
- Customer Reviews
- Actual User Experiences
Both of these factors increase buyer trust and significantly decrease hesitation when making a purchase; therefore, in the absence of these two key elements, many customers would be more likely to choose a competitive product, regardless of quality.
The Risk of Staying Silent Online
Another reason product failure is that brands do not have consistent communication. Brands typically only communicate during launches and promotions, which leads to brands expecting consumers to be interested in the product immediately after communications are sent out. However, effective marketing takes time and builds a relationship with the audience.
Because of the lack of regular communication, customers are allowed the opportunity to forget about a brand, lose interest, or not even understand the value of a product from the beginning. Digital interaction with a customer is ongoing and requires continuous interaction.
How icommunications Fits Into the Digital Reality
Strategy is the difference between having a good product and having a successful product within a sea of competition in a digital environment. Creating connections, clarity and trust is what iCommunications believes is the way to win. The right product through digital channels = increased awareness + increased engagement + increased conversion = loyalty.
All great products should get attention, and a thoughtfully constructed digital strategy will help ensure that happens.
Final Thought
Products do not fail because they lack value. They fail because they lack visibility, clarity, and trust-building in the digital ecosystem. In a world where attention is currency, the right digital strategy is not optional — it is essential.
A powerful product supported by a powerful digital presence is the formula for real, lasting success.
Frequently Asked Questions (FAQ)
Q1: If a product is great, shouldn’t customers discover it automatically?
In a crowded market, discovery is not automatic. Without digital visibility and communication, customers simply don’t know the product exists.
Q2: Can a digital strategy really impact trust?
Yes. Reviews, testimonials, consistent branding, and transparent messaging help customers feel safe and confident before buying.
Q3: Is social media enough for product success?
Social media is only one part of the customer journey. A complete digital strategy includes search visibility, credibility, content, and user experience across multiple platforms.
Q4: Do all products need a long-term digital presence?
Yes. Customers expect ongoing engagement. Brands that disappear from the digital space lose relevance quickly.
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