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October 24, 2006
The Technology of Marketing For The Marketing of Technology
For technology marketers or for anyone interested in a great perspective on marketing complex products, check out Geek Marketing 101 on Make Marketing History, ferreted out by Guy Kawasaki. While everything in the post is great advice, I was particularly caught by three points that every marketer needs to remember whether you are selling suntan lotion or semiconductors:
- Marketing Is A Conversation
- Marketing Demystifies
- Technical Support Is Marketing
As marketing continues to get more complicated in the age of fragmenting media and consumer-created content, marketers need to remember that both consumers and business buyers are more anxious than ever to be talked "with" and not "at." The entire concept of dialogue marketing is built around creating continuous give and take between a buyer and seller through a complete user lifecycle.
Next, with so many choices, even lifestyle buys like purchasing clothing from TopShop, require more explanation. Once straightforward benefits like "trendy clothing at bargain prices" could be easily applied to myriad retail options. That means marketing often layers on more messaging, making things less clear...not more. Marketings job is to create differentiation that real people can understand. So Gillette, explain again why I need a razor with 6 blades, battery power and a price tag that will permanently impact my retirement fund???
Finally, let me translate the Technical Support point in a way more adaptable to consumer markets — your total user experience will dictate long-term brand loyalty. In technology marketing, technical support can destroy a hard-earned market cap...just ask Dell. In consumer spaces, ask GM what poor product quality and spotty local service can do to undermine a brand's reputation and consumer confidence. As I have said before, "you buy your first Lexus because of advertising, you buy the next because of your ownership experience."
Enjoy and learn from the full posting...no matter what you are marketing. And thanks again to Guy for uncovering this gem.
Posted by jcioban at October 24, 2006 6:49 PM
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