|

Pointing the Way to Strong Tech Marketing Plans

NO RATINGS
View comments: newest first | oldest first | threaded
Page 1 of 2   Next >   Last >>
Ford Kanzler
User Rank
Blogger
Re: Re : Pointing the Way to Strong Tech Marketing Plans
Ford Kanzler   5/20/2014 8:32:16 PM
NO RATINGS

@anadvy - While this is way off-topic, there's old expression that's likely used in many languages..."You get what you paid for." Black market, counterfiet goods at "bargain" prices will often come back to bite the re-seller.

HaileyMcK
User Rank
Blogger
Re: Differentiating & Defining Your Brand
HaileyMcK   5/20/2014 8:07:51 PM
NO RATINGS

I appreciate your efforts to get everyone in line on this matter, Ford. :)

anandvy
User Rank
Supply Network Guru
Re : Pointing the Way to Strong Tech Marketing Plans
anandvy   4/26/2014 5:28:50 AM
NO RATINGS

China-India-Pakistan areas are infamous for electronics black markets, and this is of concern for most US based companies. While a healthy percentage of people go for branded products(the products manufactured by European and US based companies), much of them often use counterfeit goods because there are a billion of them in circulation.

pocharle
User Rank
Supply Network Guru
Re: Enable customer advocacy of your brand
pocharle   4/25/2014 8:35:57 PM
NO RATINGS

More often than not, the marketing people use a 'tried & tested' template for that content. It seems odd to me & makes me ask WHO they tested it against.

Ford Kanzler
User Rank
Blogger
Differentiating & Defining Your Brand
Ford Kanzler   4/25/2014 4:53:50 PM
NO RATINGS

@Hailey - It's not you. I'm currently working with two clients using the hackneyed expression, "a leading provider of..." to describe their business. I wrote about this sort of mistake at: http://www.ebnonline.com/author.asp?section_id=1205&doc_id=204530

I bet if you looked at a hundred tech web sites, (please don't do this) you'd find a large percentage claiming that they're "a leader" as opposed to "the leader." Intel is the leader. So is Google. But you don't have to be huge to figure out clear differentiation. In fact often its the smaller, more sharply focused companies that can more easitly define themselves competitively. Most brands skip, miss or don't think nearly hard enough about how they can differentiate their brand verses competitors. Its frankly not rocket science but most would rather fall back on the cliche. Its another example of marketing-speak and cliched buzzwords. I even ran into "XYZ corporation is uniquely positioned to..." the other day in a document and had to kill it. Another one is "complete solution." Seems from what I've seen, customers keep on coming up with ideas for why products or services aren't nearly complete. But marketers in the tech sector still keep claiming it, even though engineers are working on improvements and the next version!

Jack Trout's Differentiate or Die provides great examples of why and how to differentiate nearly any brand. Creating a differentiated claim is a place where some imagination, honest business evaluation and wordsmithing can make a huge difference to a company's market perceptions. Its one of my favorite areas of work.

 

HaileyMcK
User Rank
Blogger
Re: Enable customer advocacy of your brand
HaileyMcK   4/25/2014 4:26:44 PM
NO RATINGS

@Ford, hear, hear! The buzz word thing is a personal pet peeve of mine. I visit web sites of high tech companies every day and frequent the "About Us" page and I can't tell you how often i go away from reading that paragraph not knowing what the company does or why they are special. I consider myself informed and literate... so i don't think it's me. :)

Ford Kanzler
User Rank
Blogger
Short vs. Long
Ford Kanzler   4/25/2014 4:18:42 PM
NO RATINGS

While we're perhaps drifting into philosophy that's somewhat off-topic, I agree. Back on topic, one effective strategy I suggest has been working well for companies over the short or long haul, is beng transparent and up front in their communications and behavior. With the web, nearly any misconduct or double-speak gets caught, usually sooner than later. Its part of human nature that positive business reputations are earned over a long period. Conversely, they may be lost in a moment.

Ford Kanzler
User Rank
Blogger
Keeping Your Story Straight
Ford Kanzler   4/25/2014 3:55:51 PM
NO RATINGS

Yes and doesn't MS have a wonderful market reputation among their customers? To my point exactly!

Ford Kanzler
User Rank
Blogger
Re: Re : Pointing the Way to Strong Tech Marketing Plans
Ford Kanzler   4/25/2014 11:07:36 AM
NO RATINGS

Strongly suggest that companies making stuff up (lying) will, in fact, hurt themselves through loss of market credibility. Lying is hardly "intelligent." when the truth is out, and it will be, how does that help a company's business?

Additionally, strategy most certainly isn't "spun out of thin air." Its developed with clear understanding of your company's and competitors' strengths and weaknesses and forging new opportunities. Spreadsheets may possibly be used. Suggest discovering what makes effective strategy and what doesn't by reading Good Strategy/Bad Strategy by Richard Rumelt.

Having an effective strategy always is more cost-effective than guessing or running off just doing random tactics...unless you just happen to get lucky.

tirlapur
User Rank
Supply Network Guru
Re : Pointing the Way to Strong Tech Marketing Plans
tirlapur   4/25/2014 10:24:30 AM
NO RATINGS

Some companies that are not multi-tiered go for visibility through false statements, which do not hurt anybody (especially the end user), this issuing of false statement marketing is a new subset of Intelligent Marketing, and more companies are working it through. The strategizing of intelligent marketing is much more difficult as it doesn't involve spreadsheets and PowerPoint presentations, rather ideas spun from thin air. This intelligent marketing also uses intelligent advertising that catches the mind of the viewer. This kind of challenging yet strategized marketing saves a lot of money for companies that cannot rely on heavy losses.

Page 1 of 2   Next >   Last >>


More Blogs from Savvy Tech Marketing
To succeed, a brand needs to demonstrate customer value, not merely claim it.
Without management support, public relations effors are nothing but hot air.
It's reasonable to want to measure the effectiveness of the marketing communications efforts at your high tech company. However, actually doing it may be easier said than done.
Confusion abounds in high-tech organization about what public relations really is. Let's shed some light on that topic by exploring what PR isn't.
Hire experts to help your high-technology public relations efforts, and let them apply their talents to get maximum value for your organization.
Twitter Feed
EBN Online Twitter Feed
EBN Dialogue / LIVE CHAT
EBN Dialogue enables you to participate in live chats with notable leaders and luminaries. Open to the entire EBN community of electronics supply chain experts, these conversations see ideas shared, comments made, and questions asked and answered in real time. Listed below are upcoming and archived chats. Stay tuned and join in!
Archived Dialogues
Live Chat 01/15: CPOs Re-Shape Their Business Roles
Increasingly chief procurement officers (CPOs) are re-shaping their organizational role to focus on creating results far beyond cost controls. A new IBM survey explores how.
Live Chat 11/12: Examining the Cyberthreat to Supply Chains
The number of cyberattacks is on the rise and hackers are targeting the supply chain. Drew Smith, founder and CEO of InfoArmor, will be on hand to discuss the reality of today's threat landscape and what to do about it.