Marketing’s Role in Building Digital Products and What it Means for Rethinking Brand Experiences

Join Martina at the University of Wisconsin-Madison E-Business Consortium (UWEBC) 2022 Conference. With unique, role-based learning tracks, The UWEBC Conference allows e-business professionals to learn about topics relevant to them, with both in-person and virtual access available. Martina will be speaking as part of the Marketing Track on marketing’s role in building digital products and what it means for rethinking brand experiences.

So many companies are in the midst of digital transformation, working hard to become “product-led” despite much of the rest of the company–in particular marketing–operating the same way. Why is it important for marketing to have a seat at the table as decisions about what gets built are made? Where can marketing add value so digital products extend the brand experience and don’t just add yet another app to customers’ lives?

Key session takeaways:

• The importance of marketing thinking in developing digital products

• What being “product-led” really means and the gotchas marketers should watch for

• How to partner better with agile, digital product teams