Every successful product has a life cycle, just like that of plants. Most people describe this as the “rise and fall” of a product, this is just the essence of this cycle. The Product Life Cycle has six stages, Launch, Introduction, Growth, Saturation, Decline and Withdrawal. These stages happen with every product launched, except those of things like web design. The Product Life Cycle is something often introduced to undergraduates interested in marketing because it is something that can make or break a business. The difference between the Product Life Cycle of something like an iPhone or something like a website is what happens at stage number 4, Saturation.
Web design firms are always looking for the next booming town, because these towns come with large numbers of small businesses in need of their services. These places are hot beds for web design firms, but as the product life cycle predicts, after a certain amount of growth within these areas, the location becomes saturated. When a location is saturated it means that there is an abundance of businesses providing the same service to a limited community. This is where it becomes a challenge for many marketing directors in the web design industry. The web design industry will always be needed, but finding out where is the hardest part, and finding a place that isn’t at the height of its growth. As the marketing director of a fairly young web design firm, I am challenged with finding, not the next big thing, but the thing after that. Finding a place that is getting ready to launch is the key to all great marketing strategies. This brings me back to the difference between the effects of stage 4 on an iPhone and on a web design firm. With an iPhone, Apple can simply market to a different community, or add an update and they have almost a completely new product launch, but with a web design firm, they offer a wide range of services, just like everyone else in that business does. Many might suggest being innovative and coming up with new ideas, but when all of the customers are gone, that location is now in stage 5, which is decline, and your services aren’t needed as much as they were. So, with this, I say, the best marketing strategy for a web design firm is to always be 2 steps ahead of the game, simply because, a saturated market can end your business.