Digital product management is the strategy of defining, delivering, refining, observing, and developing digital products to achieve the best results from a market, such as customer satisfaction and sales.
Product managers are responsible for directing the entire lifecycle of a digital product, from the early stage of conception all the way to launch and beyond. Digital product management includes tasks like:
Customer, competitor, and market research
Product roadmap and vision maintenance and development
Product and customer analysis
The main difference between digital and non-digital product management is how available data is. Other than that, managing digital products is fundamentally the same as managing non-digital products. Just like non-digital product managers, digital product managers have to:
Define the product
Understand the customer’s needs
Describe and analyze the product strategy
Explain the market strategy
Guide the engineering of the product
Direct marketing and sales tactics
Compile and update requirements
Manage the product roadmap and effectively communicate any changes
Represent the product’s point of contact
But unlike non-digital product managers, digital product managers can access a wide range of metrics created automatically as customers interact with the product.
Both product managers and digital product managers are responsible for overseeing the development of a product and driving it to market success.
Skills needed by both product managers and digital product managers include:
Strategic planning - By always considering the big picture, all product managers can set realistic goals and plan their cross-functional teams.
Prioritizing - All product managers have limited resources — including time. This is why knowing how to prioritize the most important tasks is a crucial skill.
Analysis and research - Whether they’re developing a physical or a digital product, product managers need excellent research skills to find relevant data to improve their products.
Along with these skills, digital product managers also need to know how to iterate and deploy quickly, understand usage data, and be design-oriented.