Whats the high-tech marketing climate like, today?
Technology companies spend a lot of time, effort and money making their products different from all others in the marketplace. Better than the competition and maybe better than everything else out there. But, many have trouble getting everyone to realize it! Putting new ideas across requires a disciplined marketing effort. It requires an appraisal driven process…one that builds inherent, incremental and sustainable value along the way. Simply put, we are in a market laden with noise…many competitors, too many messages…and for high-tech companies, it’s more difficult than ever to get the customer’s attention. Audiences have turned cynical, especially in the business-to-business space…where savvy customers can smell the hype, most likely based upon at least one bad experience…making customers risk avoidant and more value conscious.
