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Information Technology Marketing
Study Plan Introduction to Info Tech
Marketing (1 session) Marketing of Products (2
sessions) Marketing of Services (2
Sessions) Marketing of Information
Security Products and services (1 Session)
Marketing Strategy IT Marketing (1 session)
Marketing for the IT Entrepreneur (1 session)
Presentations(2 session)
Introduction to Info Tech Marketing
Relevance of Marketing in IT Historical Perspective IT Landscape and Key
Components Components of IT Marketing Factors Influencing the IT
Market
Info Tech Marketing is About …HardwareSoftwareNetwareMiddlewarePeripheralsServicesSecurity productsTrainingResearch and DevelopmentMarket SurveyConsultancy and so on…
Who needs to buy them? Who needs to buy them?
Companies?Companies? Individuals?Individuals?
But how can you market to But how can you market to companies?companies?
companies are peoplecompanies are people
And people make the decisionsAnd people make the decisions
So IT Marketing is about…
People Making Decisions.Not hardware / software / etc
Decisions are supposed to be objective
Which means, the best product / service / etc with the best price and best availability is the best option
for a decision maker.
…provided he knows about it.
Kotler’s 4 Ps of Marketing….Product
PricePlace
Promotion
This looks similar to...best product / service / etc…
…best price……best availability…
provided he knows about it
Decision TimeframeBasisExpectationImplications of Poor decisionEvaluationRequirement
How Has IT EvolvedPioneers
IBM Intel HP / Compaq Microsoft SAP Xerox Altavista
Some of these were marketing successes
Some just got lucky!!
How Has IT EvolvedIndia led the services space
Cost effective destinationFirst ADM came, then more after the dot-com bust and Y2KThen BPO, even KPONow products (especially in banking and financial services)
Consulting Integrated DownwardsAccentureCap GeminiDeloitte
Now everybody wants to consultNow recognized that IT alone doesn’t helpConsulting is big moneyIT companies of all types trying to offer at least basic advice and IT consulting
On Demand Service
Hamare Star Aapke Star se
Alag Hain
How Has IT EvolvedThe internet is changing everything
todayNew technology and service marketing modelsNew delivery channelsAnybody can build / market
The game changersDellGoogleOracleAMDi-flexSalesforce.comAmazon.comYou Tube / Ning / NetsuiteNexaweb / SocialText / Zoho
GeneralPublic
Organizations
Hardware Providers
SoftwareProviders
IT ServiceProviders
Consultants
Products
Services
How These are ConsumedHardware can be
BoughtLeased / Paid for as per useLicensed
Software Can BeCustom BuiltBoughtLicensedLeased / Paid for as per useFree
Services can beProvided by hardware vendorThrough service providerThrough service providerFrom consultant
Consulting can beOffered by anyone, provided they have the necessary capabilitiesAre generally the domain of specialist consultants
HARDWARE
SERVICES
SOFTWARE
CONSULTING
Proportion of expenditure
Proportion of effort
CompanyCompany Hardware Hardware Vendor (OEM)Vendor (OEM)
Software Software Vendor Vendor (ISV)(ISV)
IT Service IT Service ProviderProvider
ConsultantConsultant
IBMIBM
IntelIntel
MicrosoftMicrosoft
InfosysInfosys
TCSTCS
Business Business ObjectsObjects
AccentureAccenture
WiproWipro
HCLHCL
McAfeeMcAfee
Red HatRed Hat
GoogleGoogle
IT Marketing Strategy is Aimed atOrganizationsIndividuals
Marketing IT to OrganizationsMarketing IT to OrganizationsOrganizational Decision Making isOrganizational Decision Making is
Highly strategicHighly strategicOften with mid-term / long term visibilityOften with mid-term / long term visibilityHighly risk averseHighly risk averseHighly dependent on prevailing business Highly dependent on prevailing business environmentenvironmentOften influenced by history, policy, Often influenced by history, policy, geographygeographySometimes very complex and elaborate, Sometimes very complex and elaborate, based on innumerable factorsbased on innumerable factors
Key factors involveKey factors involveCost / BenefitCost / BenefitStrategic Value of OfferingStrategic Value of OfferingAddressing Real Pain PointsAddressing Real Pain PointsReputation / Trust / ConfidenceReputation / Trust / ConfidenceUnderstanding Individual Customer Understanding Individual Customer RequirementsRequirementsTime to marketTime to marketVision / Roadmaps / SupportVision / Roadmaps / Support
Marketing IT to IndividualsIndividual Decision Making isIndividual Decision Making is
Sometimes hard to predictBased on impression / confidence / brand equityMostly for immediate needsWith little researchVery often influenced by word-of-mouthOften market driven, rather than self driven
Key factors involveKey factors involvePerceived immediate value of the offeringAddressing generic requirements such as simplicity, functionality, ease of use etc.Strength of retail distributionStrength of communication / use of media, POP etc.Consumer marketing
Typical IT Marketing FunctionsNew Product DevelopmentCommercialization StrategyCorporate CommunicationAnalyst RelationsAccount ResearchCompetitive ResearchVersioning StrategyConsumer MarketingCollateral Management
IT Market Influencers
RecessionCost – CompetitivenessMergers and AcquisitionsDIY (Do-it-yourself)Best PracticeConsolidationLegacy ChallengesStandards and Compliances
For organizations marketing and supporting technology-based products in today’s complex commercial and
industrial environment, a pre-requisite to survival and
growth is to be effectively seen and heard.
Limited time windows in which to grasp and maintain attention, let along market leadership, combine with aggressive competition to make a carefully planned, proactive communications
program essential.
If that’s the big picture, then the day to day reasons for good marketing communications are
just as important, especially when organizations have a
track record and a customer base.
A pre-requisite of good selling is to keep your customers informed. And, one of the spin-offs of good communications with prospects, customers and business alliances is that it’s easier to engage and retain good staff.
Consulting and reporting Media relations Media monitoring Issues monitoring Sponsorship of events/
organizations Government liaison Communications
research
Writing, graphic design and production services
Newsletters Advertising Marketing collateral Outsourced
journalism/advertorial production Speech writing
Building better communications for better marketing
To support their marketing activities
Announce a new product, new service or facility
Educate customers and prospects about product and technology advances
Locate distributors Tell state, local or federal
government agencies about themselves
Thank You