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Case study: The perfect product launch?

Ever so often I come across a company, product launch or marketing tactic that I feel compelled to write about it here. One company, which has made a real impact in its niche in a very short time, is Zwift. Zwift is an indoor cycling training tool that with its 3D worlds and a strong social element have managed to create a solid user base and almost fanatical members in the short (15 months or so) while, since they launched.

But how did they manage this? Zwift was not the first player on the market. Over the last few years, a number of players have entered the market; trying to make indoor cycling more interesting.  But, where Zwift has excelled – or perhaps others have failed – is to build up a community around their training platform that attracts and retains cyclists from all over the world.


Busy marketing department

The evolving marketing department

Marketing is an ever-changing field. Never more so than right now.  Not only is marketing changing as a faster pace than ever before, but now, the way the marketing departments themselves are structured is changing.

Depending on the CMO, that can be either a real benefit or a challenge.