I would say neither distribute nor advertise. The first thing a company should do is: EXPERIMENT!
Why
is it that a lot of products, services, and strategies fail after a
short period of time? Well, because they are based on assumptions and
hopes rather than tests and validated hypotheses.
Whether
you’re a corporate or a small/medium business, you can never predict
what your potential customer’s need is. You can’t know if your product
has the adequate characteristics or if the UX is aligned with the
design. You can ignore little, yet crucial, details about your service
and end up wondering where it all went wrong.
You
got to know who is your buyer persona, what their purchasing behavior
is, what needs they have, what motivations they have, what they think of
your brand, how will they react to your product. Experiment to gather
feedback and Data. Adjust and repeat.
Distribute the product and test it.
Once
you’ve done this efficiently and effectively, only then does it make
sense to advertise. Otherwise, it’s just a waste of money and time.
You can either hire a head of experimentation or run your own experiments. In fact, you have many options
available to you depending on your hypotheses, because you obviously
can’t run the same test for a product and a Marketing strategy and you
can’t understand customer insights and comprehend the human behavior all
by following the same process.
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