Feature marketing encourages word-of-mouth (WOM) and referrals.What are their struggles? Pain points? Goals? When you do careful research and apply those insights in your product, you create satisfied and loyal customers. An important task in feature marketing is understanding the needs of customers.New product features provide opportunities to target additional keywords that your product can rank for.What’s more, they anticipate customer objections in their copy.įeature marketing lets smaller brands overcome competition in the following ways: Next, they magnify those features when marketing that product, making it ten times more attractive to its target consumers.ĭominating Amazon using feature marketing, Cowin provides lots of details on how their headphones meet a user’s needs.
This strategy is called feature marketing.įeature marketing, as the term implies, is a technique in which a business focuses on adding new features to a product. Here’s what’s interesting: Their customer reviews for Cowin E7 headphones surpass Beats’ Solo 3 Wireless - 32,958 reviews versus 2,240 reviews.Īfter doing a deep dive, I realized that Cowin leverages a key strategy that entices new buyers and repeat customers alike. Try to search for “wireless headphones” on Amazon, and you will see Cowin on the first page of search results. Based in China, Cowin prides itself on being known as the best-seller of audio products on Amazon for the past 3 years. If you’re often scouting for headphones on Amazon, there’s a good chance you’ve come across Cowin. Here lies an intriguing question: Can new entrants beat established brands like Beats? Is there a chance to stand out in a competitive market? Feature Marketing – A Secret Weapon of Cowin This made Beats even more popular among Apple users.
A household name, Beats was acquired at $3 billion by Apple - that considers music as “such an important part of its DNA.” When it comes to headphone brands, one can immediately think of the legendary Beats.
Currently, the revenue amounts to $15,149 million US dollars. This trend has influenced the market size of headphones which is predicted to have a compound annual growth rate of 3.9% from 2020 to 2025. It’s no secret that more and more people consume digital content - music in particular.
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