Given the role that technology plays in marketing these days – think web, email, social media, SMS, PPC etc etc – you would think that technology companies would be leading the way with their marketing. Yet many tech startups get so tied up with the development of their products that they forget about the most crucial aspect of selling anything: the market.
Thousands of tech companies start up each year but statistics show that 90% of them won’t be with us in five years time. There are a number of reasons why they fail – it may just be a matter of unfortunate timing – but in many cases it is a lack of understanding of the market and poor tactics in reaching that market that let them down.
A taste of Apple
For a prime example of good technology marketing, look no further than Apple. Apple makes products that are ‘nice to have’, yet through ingenious marketing and brand positioning it has turned those products into ‘must haves’, such is the emotive power of Apple’s marketing.
Much of this achievement is down to the aesthetics of Apple devices. The company blazed the trail for sleek, beautiful phones, tablets, laptops and desktops… but customers would not have lapped them up with such gusto, nor remained so loyal to the brand, had they not been given good reason to do so.
And who told them Apple products were the ones to buy?
Apple itself. More specifically, Steve Jobs. The late Apple co-founder and CEO was a master at promoting his products. He understood his market and he knew just how to push their buttons. But Jobs was a rarity. Most tech company founders are not natural marketers and they tend to shy away from the limelight, preferring to let the products do the talking.
Let your agency do the talking
The trouble is, consumers don’t listen to products, they listen to the people selling the products. So if you’re not a natural marketer, you need to find someone who is.
An expert who understands how to analyse a market, how to communicate with customers and how to dress up a product for maximum impact is essential for any innovative product to find its target market. Don’t expect to hit the jackpot at the first time of asking either. The more ways and times that potential customers engage with your product, the more likely they are to buy.
Good marketing requires inspiration, sure, but it also needs a method. An expert marketing agency will help you to put together a strategy identifying your core market, your unique selling points, your brand values, your most promising routes to market and a marketing plan that will deliver the necessary prominence for your product in the right place at the right time.
Ironically, your agency will use a range of new-tech applications in order to deliver its services. So if you have a product in the making that you believe has the potential to cause major market disruption, make sure you’re ready to give it the exposure it deserves.
Start talking to your marketing agency now!
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