Who has taken my IT buyer?
The marketing of IT products is undergoing a radical change. At a time like the present one in which business executives expect that technology is increasingly critical to its success and IT managers consume most of their efforts on maintaining systems with more than 30 years old, it is normal makers involved with business and even a "bridge" to his fellow-time systems to incorporate new technologies to improve their processes, or give them advantages over their competitors. And that means that marketing must take into account this shift in influence buying.
Technology markets and positive feedback
We all agree that the markets for technology products are often characterized by instability, unpredictability of its evolution, the ability of competitors to block market access, the ability to dominate the end product and lower profits for the generous the winner. And much of this behavior is due to the effects of positive feedback that occurs between actors in these markets and the economists known as increasing returns on the demand side. This positive feedback is responsible for a product that is beginning to evolve to succeed sole better (and that one with a bad position tends to worsen their situation) and is the cause of market movement, for example, to a certain operating system or a DVD made from among several competitors.
Competitive intelligence: those who do not know you could end up
Competitive Intelligence is a systematic process of observation and collection of relevant information about the environment of the company, followed by their processing, analysis and dissemination into the decision-making. Depending on the object of his analysis Competitive Intelligence can have more focus on the market, competitors, customers, the economic, technological, regulatory, legal, etc.. In any case, the ultimate goal is to obtain information on which to base the company's shares. This is a key aspect that makes the Competitive Intelligence is not only a more or less passive, but a proactive activity that enables it to detect threats and opportunities to discover and act accordingly.
Can the “customer orientation” ending innovation?
It is clear that the "customer orientation", making our organization will always be near him and put it metaphorically at the pinnacle of our organization is a prerequisite for success. This is even more important in technology companies, where the culture and strategy are often more influenced by what technology can do (technology-push) than what the market wants (market-pull).
The influence of customer orientation innovation should be absolutely positive, that can detect customer needs and effectively develop new products that meet. This has been confirmed in many studies, which identify the incorporation of the customer's voice as one of the main factors of success of new products and, conversely, cited poor market analysis as one of the most common factors of failure (e.g. "Winning at New Products" by Robert Cooper).
The most serious errors of startups
Why do startups fail? The answer is difficult because the factors influencing success or failure of any kind: leadership, personnel, money ... I will try to respond by focusing attention on those cases that deal exclusively with strategic marketing and specifically in the case of innovative startups (whose offering introduces some kind of discontinuity in the market). That is, we do not discuss such business models that replicate the success of others or whose products are inadequate from a purely technical point of view (not market)
Why customers do not buy my (wonderful and innovative) product?
Undoubtedly this is one of the questions most frequently are the executives of innovative companies. Unfortunately, in many cases the answer is "because your product does not provide any significant benefit" or "because they're fatal mistakes in strategy or execution of your marketing."
In other cases the answer is less obvious and has to do with the fact that any new product means a change and the dislike of its potential customers to bear the costs associated with this change. The process of adoption of innovation has been studied since the'60s and formalized in what is known as diffusion models by academics such as Everett Rogers, who in his book "Diffusion of Innovations" describes how an innovation spreads through the various user profiles (as defined in part by their propensity to take risks) and the variables that influence the distribution (relative advantage, compatibility, complexity, etc.)..
Rethinking markets
The most radical innovation is that which is to create markets that did not exist previously, marketing new products or services and setting for this new value chains. One of the most popular books on innovation in recent years, "Blue Ocean Strategy" by INSEAD professors Renée Mauborgne and Chan Kim, urges us to abandon the crowded and dangerous waters of "red oceans" (known markets, peppered competitors) and find "blue oceans" in the form of new markets. Leaving aside these marine metaphors, which the authors postulate that the current business strategy is characterized by competitiveness (competitive strategy, competitive advantage, defeating competitors ...) and this leads us to think only inside the box of our current markets and focus on winning customers to our competitors in a defined battlefield and unbreakable. The result of this approach are becoming increasingly crowded market and less profitable.
Advertising convinces … You sell
With advertising, we can change what it is we want you to know, change the real value of the perceived value, shape and modify the values of the product or company can do many things as you want, wherever truth, but truth will said, the truth that we want to promote to our goal.
The main purpose of advertising is to sell through information, obtaining a favorable opinion for the product purchased.
Advertising, fulfills its mission when the public was informed or buy the product.
The door to him inside the store is the company to close the sale, if you do not prepare their people to close the sale, advertising work lose effect despite having accomplished its mission of putting the customer in front of the product.
With Advertising … Your product is born.
A product does not exist until it begins to make the quickest way is by advertising in all its forms, from simple advertising flyer through card sales, product presentation, the spread of word-of-mouth, in so all are.
At first it requires a great effort to make their product as fast as possible to as many people. This can only be achieved with a positioning campaign in the mass media, newspapers, radio and television.
The products and services when they begin to come alive in the minds of potential customers without neglecting aspects of handling graphics, public relations and marketing.
Advertising in times of economic crisis.
The first thing you should ask is ...
What is the point of advertising?
It is commonly thought that the advertising used to sell because I have different news, the main function of advertising, not sold.
What the advertisement is to inform and shape opinion about a service or product, not selling, where you sell it to the client or through the computer if you do the internet.
I understand that this may cause controversy. Let me elaborate on this, with the advertising you call attention to your product and not the competition for the customer to take the right decision to choose you to buy.