High Technology Marketing is Different

Compared to traditional consumer and B2B marketing, high technology marketing is very different, but is often not treated that way. Coursework, even at the graduate-level, can be flawed if it tends to only focus on FMCG (fast-movng consumer goods) and covers what is ideal with adequate funding and time … not what can be done, given the scarce resources of most high-tech companies with little time. Marketing, like music and medicine is a combination of both art and science.

The best practices have a high level of art that enhance the science. For medicine the science is biology and chemistry, for music it is math and for marketing it is primary research about the psychology and sociology of human and corporate behavior. The “art” is an intangible component that takes many forms … Spotting a missing piece in a marketing puzzle … A knack for understanding what consumers or businesses need before they do … or the ability to synthesize disparate information without “boiling the ocean”.

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Every company is different. Different market … Different products … Different resources … Different people … Different market position … Different budget. You could spend money “teaching” a consulting firm about your business, but why waste scarce resources and dollars? Use someone who KNOWS high technology markets and practical marketing techniques and has “been there” themselves. From semiconductors to IoT and brand strategy to creation of data sheets, you can achieve your goals better because you are working with someone who has been a marketing executive and knows how the “real world” works.

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A concise list of the skills I possess … What I bring to the table.

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Insights

Did Colin Kaepernick’s Ad Actually increase Nike Sales by 31 Percent?

Actually … No … Before we go any further, this is not about whether the Nike ad was good or bad, or whether you support Kaepernick’s, or Nike’s, stance or not. It is about being sure you have enough data before creating your headline or article. The...

Most High Technology Marketing People Don’t Know What They are Doing

In an earlier post, I took exception to Marty Cagan’s take on marketing in high technology industries. However, there is one point we do agree on, and that is most people in high technology marketing really don’t know what they are doing. As a result, marketing in our industry […]

The Upside Down Triangle … And why it is so Important in High Technology Marketing

You know what one looks like, but what does it have to do with high technology marketing? The figure below begins to tell the story graphically and we will cover it in more detail soon. The essence is that there are multiple layers between companies and their target markets and that all of those layers […]

Market Research Follies – Inflammatory Headlines

Market Research Follies - Inflammatory Headlines

Market Research Follies … We have all seen them … Inflammatory headlines like “1 in 2 Smartphone Owners Access Travel Content” usually from syndicated research suppliers quoted in websites and blogs. These types of headlines drive me crazy and give honest market researchers a bad reputation.[/wptabcontent] That being said, there is all too often no […]

Does Lead Generation have to be a Sales and Marketing Battleground?

Lead generation is a critical component of both B2C and B2B marketing efforts but it seems to be a source of constant frustration rather than a corporate jewel in many companies. The reasons are many, as shown below, but everything hinges on an agreements between sales and marketing on key parameters. Lead Generation Issues Out-of-date […]

Why Should my Company be More Like Apple?

On the 30th Anniversary of the introduction of Macintosh, I thought it might be helpful to examine some of the reasons for Mac’s success and how close it came to failure. I was not at Apple, but I worked with them for over a decade and many of the details are not often discussed. I […]

Diffusion of Innovation

According to scholars, the concept of diffusion was first studied by the French sociologist Gabriel Tarde in late 19th century and by German and Austrian anthropologists such as Friedrich Ratzel and Leo Frobenius. Its basic patterns, causes, effects or internal-influence form was formulated by H. Earl Pemberton, who provided examples of institutional diffusion. In 1962 […]