If you’re a highly technical and introverted person like me, then marketing falls well into the area of things you don’t want anything to do with. But whether we like it or not we all gotta do it at some point; whether it be selling ourselves as employees to an employer or, in the context of this blog entry, marketing your product to the consumer.
If your development team has been using an Agile-like development process, then this is where we start to see some big benefits from following the doctrine of Agile. Just to reiterate what I’ve said in past entries, Agile projects can adapt to change and one of these types of changes can be consumer input (Fogelström, 2010).
Now it may sound a little weird to give, or even in some cases sell, the consumer a product that isn’t done yet. But this has become a popular trend among game developers as of late, although they often refer to it as beta-testing or early-access. The great thing about these early-access opportunities for consumers is that they can give the developers input as the product is being developed based on a tangible product rather than what incremental information your marketing team is putting out onto social networks. That’s not to say that, just because the consumer can’t use the product means you shouldn’t value their input, on the contrary their input should still be extremely valued and considered by your development team (Fogelström, 2010), because if they’re giving you input then odds are they’ve already developed some degree of interest in your product and could be a potential customer when you do reach a release point.
Another important factor to look into is that, although your marketing software, your audience may contain people of varying technical background. It is for this reason that you have to shoot for a healthy medium when unveiling of presenting your product so that you don’t get to bogged down in technical details such that the low technical audience doesn’t know what you’re talking about, but also so that the highly technical audience can still sate their thirst for knowledge about how your product works. Even as a die-hard Android fan and lifelong Windows user, I must give credit to Steve Jobs for perfecting this art, he managed to capture the appeal of both non-technical and highly-technical users with the products he marketed because he knew how to appeal to both groups, and of course the truckload of charisma he carried with him during a big Apple unveiling didn’t hurt.
So there you have it, use Agile’s ability for change to incorporate consumer input into your product and everyone will benefit from it.
Brice, A. (2013, March 19). The brutal truth about marketing your software product. Retrieved December 1, 2014,
Fogelström, N. D., Gorschek, T., Svahnberg, M., & Olsson, P. (2010). The impact of agile principles on market-driven
software product development. Journal Of Software Maintenance & Evolution: Research & Practice, 22(1), 53-
Ribbon Cutting [Image]. Retrieved November 23, 2014, from: http://bit.ly/12jvplO
Steve Jobs [Image]. Retrieved November 23, 2014, from: http://bit.ly/1yaj55A