State-of-the-art Technology Marketing
Making a difference!
Innovation is a top priority for almost every organization. But to achieve success through innovation, companies must put as much energy and investment into marketing new offerings as they do in generating them.
The digital world levels the playing field for all kinds of business and all kinds of services. But it also offers tremendous sources of competitive advantage for enterprises that can embrace the opportunities created by today’s digital technologies: cloud computing, agile development, analytics, and artificial intelligence. These technologies enable truly differentiating customer experiences – hyper-personalized and continuously evolving – at scale. Though, each single innovation must reach its relevant customers in the world.
The full, business-growing power of the marketing function comes way upstream — from creating markets. Understanding and identifying customers, and developing the entire go-to-market and usage ecosystem are the essential aspects of marketing — and the ones that the success of innovations, especially breakthrough ones, hinge upon.
Engage with customers through use cases and benefits instead of functionalities and features. If an innovation is truly breakthrough, people need to be educated on how to use it and why — being end-customers or system integrators. Test the appeal of various use cases and often uncovers new ones; get insight development to identify the higher-order, more valuable ones; and position work and communications framing, to convey the benefits to customers compellingly.
CHALLENGE OF THE GO-TO-MARKET STRATEGY
Develop the entire customer experience ecosystem. Innovators usually become so wrapped up in what they’re developing that they overlook all the other elements necessary to make delivery and experience of the offering successful. An integrated marketing and innovation is key. Today’s revolutionary products and platforms need to generate the depth and breadth of market engagement they seek. Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to form a viable, valuable customer base.
Get strategic advice and operational assistance during the internationalization process. Not only with available information about business culture, market structures, competition and local requirements, but with relevant local market players (potential business partners; technology cooperation; distributors; customers; media; local specialists; sector clusters; etc.). Make activities and guidance to make the company’s internationalization process as smooth and successful as possible.