Friday, November 12, 2004
Why is technology marketing different?
One of the key reasons technology marketing is different than traditional marketing it that it involves the end user, buyer and/or organization to adopt technology. There are two sides to this story. One is that people/organizations will regulate themselves along the technology adoption lifecycle either being willing to more readily adopt new technology or to take a more conservative, follow the herd approach. The other side of the story is that tech companies have conditioned customers to non-working beta versions of their software usually with all the dubious claims of immense cost savings and efficiency.
One of the other facets that make technology marketing different is that the incredible pace of product development and competition can leave even the most practiced marketer's head spinning. Faster time-to-markets, little or no information on market requirements, rapid development cycles, tradeoffs between functionality and time, ad infinitum. Additionally, your marketing strategies need to radically change as your product moves forward in its' business cycle.
That is if you're lucky enough to survive the early market!
One of the other facets that make technology marketing different is that the incredible pace of product development and competition can leave even the most practiced marketer's head spinning. Faster time-to-markets, little or no information on market requirements, rapid development cycles, tradeoffs between functionality and time, ad infinitum. Additionally, your marketing strategies need to radically change as your product moves forward in its' business cycle.
That is if you're lucky enough to survive the early market!
