Deliberate Spelling Mistakes - who said MARTECKER
Editor's Note: This is a guest article contributed by Mr. Sameer Agrawal, Creative Director at MarTeck Consulting. In the realm of technology businesses, there are 2 types of sales that happen:
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- [*]Consumer driven sales where the buyer is disconnected with the product's technology. Eg - XBOX, Mobile Phones, Automobiles, etc. [*]Business driven sales where the buyer is concerned about the underlying technologies. Eg Enterprise Software, Clouds, network storage, etc.
- [*]Unlike consumer businesses, the purchase audience is smaller. What this means is that traditional communication delivery channels like TV will not succeed. That's because the number of prospect customers watching the AD is far too less to justify the investment. [*]The audience is intellectually driven. This means that the audience doesn't buy the product or solution because their favorite TV star is an ambassador for it. The audience looks for intellectual capital on the communication and has a steeper convincing curve.
- [*]Great awareness about the last 3 decades of technology businesses. This awareness should cut across industries. For eg - how has salesforce impacted manufacturing in East Asia. [*]Experience with the latest tools on various media platforms. Social applications, Email, Voice and Video channels, etc. [*]Ability to relate and join the dots. Tech Marketers are often caught between the lack of industry insight and a superb marketing initiative. Finding a middle ground requires an ability to join the dots and relate. [*]Great communication skills. Besides on the job, this is extremely important to clearly outline benefits of a good campaign and get budgets approved. [*]Appreciation for risk and reward theory. No risk - no reward. Enough said.
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