In online marketing, prototyping is almost always a worthwhile initiative. Except, of course, if you are already in possession of valuable figures and precise information about the target group, what’s on offer, the various possible channels, and also well informed about the competition. However, this is rarely the case with new products and concepts, which is precisely why it makes sense to create a prototype. You should start a test run as early as possible in the development phase, even before large investments have taken place.
What you should never underestimate, however, is that if you put your product out there quite early on, there’s always the risk of your competition gaining additional time to react. But generally, prototyping is useful in all phases of the online marketing concept.
Creating prototypes obviously costs money, but investing a small amount in the testing phase could save your company from losses later on in the development process.
Analyzing using prototypes provides evaluable data. If product ideas and concepts do not deliver the outstanding results you were expecting, you can scrap the idea before the actual marketing campaigns start, avoiding costly mistakes.