The business world changes very quickly these days and marketing techniques are pretty quick to follow suit. Right? Er, not really.
Despite the new economy, web 2.0 and the massive step changes in the way in which business people are consuming messages and using technology, a tired and old marketing language is still being churned out on a daily basis. A simple glance at the words in use in marketing departments and marketing agencies tells us a lot.......'campaign', 'audience', 'aimed', 'message', 'engage', 'targeted'.......Is this some kind of military stun? Are high technology companies trying to steer their prospective customers into fearful submission? Some call this simply 'marketing-speak'. At Raw Stylus we call it something unrepeatable. It's certainly a detached view of reality.
High Technology companies are stuck in a rut in terms of their marketing; performing tasks in a mindset dictated by an old-school terminology, in the hope they will attain some decent degree of success. However, firing messages at customers in the hope of creating a response or a favourable attitude to a brand doesn't work anymore.
This is the new economy. Consumers are no longer passively consuming advertising messages and consumers are no longer captive and beholden to a limited number of channels of communication. The concept of an 'audience' is misguided. Potential customers are not sitting passively and attentively waiting for the next message an advertiser chooses to bombard them with.
So how does the new economy affect B2B High Technology marketing? Gaining attention is still key, but these days attention represents a 'part exchange'. High technology companies need to earn attention to woo buyers that are instinctively screening out and switching off. Prospective customers need entertaining.
Whilst spending big helps, money isn't the be all and end all anymore. There is no doubt that excellent creative can get you some of the way. Good copy takes you a few steps forward. And an offer, promotion or useful piece of information can take you further still. But great B2B marketing isn't based on the military lexicon of 50 years ago. The real question isn't, "Who's the target audience and what is the message", it's "How do we become remarkable, approachable, relevant, attentive and capable of cultivating strong and meaningful relationships with key audiences". Raw Stylus helps High Technology companies get their marketing emphasis right - and helps companies really stand out.
Contact us today or take our Strategic Alternative Marketing® Readiness Assessment now.
