Thursday, October 28, 2004
So what is technology marketing anyway?
Why it is marketing technology products, right? Well, yes. Let's start with marketing first. I'm amazed at how many people have either misconceptions or too narrow a view about what marketing is, does and what ROI can be expected. Advertising and sales collateral seems to be the common understanding of what defines marketing.
This is the latest definition of marketing provided by the AMA and approved by the board of directors on 8/04.
Definition of Marketing: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Not too much to go on really. It seems like one of those definitions that took months to complete and worked on by a committee where everyone had to be nice and agree. That just the way it goes sometimes. We'll get into this much more deeply later on.
Now, what about technology? This is perhaps even more difficult. Technology can be just about anything. I found this definition that I liked: Technology is people using knowledge, tools, and systems to make their lives easier and better. I like it because it puts people first and is inclusive of people and their knowledge. It's important to people that we feel good about things like this. Then if technology isn't sophisticated enough, we must define high tech. This refers to technology that is the most cutting edge, most promising, most speculative - and really refers to information technology, biotechnology, nanotechnology, etc.
For this blog I want to limit the discussion to mostly software. For software is the Ghost in The Machine.
This is the latest definition of marketing provided by the AMA and approved by the board of directors on 8/04.
Definition of Marketing: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Not too much to go on really. It seems like one of those definitions that took months to complete and worked on by a committee where everyone had to be nice and agree. That just the way it goes sometimes. We'll get into this much more deeply later on.
Now, what about technology? This is perhaps even more difficult. Technology can be just about anything. I found this definition that I liked: Technology is people using knowledge, tools, and systems to make their lives easier and better. I like it because it puts people first and is inclusive of people and their knowledge. It's important to people that we feel good about things like this. Then if technology isn't sophisticated enough, we must define high tech. This refers to technology that is the most cutting edge, most promising, most speculative - and really refers to information technology, biotechnology, nanotechnology, etc.
For this blog I want to limit the discussion to mostly software. For software is the Ghost in The Machine.
