Marketing in the fast-paced technology driven sector is like navigating through a crowded room to chase a masked target that is constantly on the move. If you focus on the crowd to establish a clear path, you tend to lose the sight of the masked target. If you however try to keep a constant eye on the target, you risk being squashed by the unruly crowd. Marketing in this dynamic technology driven environment almost feels like an impossible mission of a spy-movie but this is indeed the reality for #iGen Marketing Pros.
The technology sector is a dynamic environment. Road maps are no longer mapped on a three to five year plan. The new world is emerging faster than that bringing radical changes with a blink of an eye.
To survive in this set up, organizations must be able to predict and anticipate where the target would move next as well as the impact of the surrounding parameters and then map out a multi-dimensional dynamic plan that can find the quickest and the most efficient path to reach the target.
The evolving speed of the tech sector and the complexity of the digital marketing era makes it harder for technology driven organizations to staff teams of generalist while staying current with the ever evolving technology road-map.
What then is the key to successful marketing in this fast-paced digital world.
To get the attention in this highly competitive and crowded market space, you need to organize expertise around new set of key competencies. Modern marketing demands that equal emphasis be put on both the science of data analysis and number crunching as well as on the art of presenting stimulating designs and captivating messages to retain customer’s attention.
1. Anticipate the movement of the moving target: Understand your market space. Technology is emerging but there is always a pattern. Follow the pattern and predict the changes in the market space. Do not underestimate the power of well analyzed #data both internal parameters as well as the market trend.
2. Work the crowd to your advantage: In other words create sustainable differentiation through a complete ecosystems. Creating an ecosystem provides a sustainable differentiation and extended customer retention strategy. However for organizations that do not have deep pockets must rely on Cluster Marketing strategy. Cluster Marketing is all about developing mutually benefiting partnerships to create a perceived ecosystem. Not only does it create a sustainable differentiation but also acts as a beacon for the customers. Additionally it can create a benchmark for testing the market prediction.
3. Because I choose to…: Not just because Matrix was a very popular movie, the modern era consumers prefer to make their own educated decisions for everything including how information is obtained. Inbound Marketing is based on providing the consumers with such choices. Traditional marketing usually forces the information through mass-blasting TV ads and magazine ads. Inbound Marketing however focuses on providing the consumers with useful information that can help them make a well-educated choice. More importantly it is the consumer that chooses when and where he would like to access the required information. Organizations that can provide useful information whenever and wherever the customer seeks for it create an positive impact on the customer’s mind at subliminal level. When they are ready to buy they tend to chose the organization that has provided them with most valuable information to help them reach that decision.
In, conclusion, to survive in this set up organizations must be able to predict and anticipate where the target would move next, understand the impact of the surrounding parameters and leverage them to map out a multi-dimensional dynamic plan that can find the quickest and the most efficient path to reach the target.