Some technology company leaders are skeptical about marketing's interest in their market. They think that its specificities make it herm...
Some technology company leaders are skeptical about marketing's interest in their market. They think that its specificities make it hermetic towards the techniques and tools of marketing used with the general public. In reality, they are right. Marketing must adapt to the functioning of professional exchanges in these sectors while maintaining the objectives of conquering new customers and building their loyalty.Technological marketing, for whom?
This type of marketing is especially applied to technological and innovative companies. These are usually led by engineers who have just developed a solution in which they have perceived commercial potential. The latter provides a technological or use novelty and is totally unprecedented. We will therefore talk about incremental or disruptive innovation depending on the case. For this reason, the solution developed normally has a level of complexity such that it must be followed by the market more in one direction than in another. More information is in this post.
The marketing phase of this type of product is therefore very delicate. The leaders of these companies are aware that this moment is absolutely crucial for the future and success of their solution. However, rarely being marketing experts, they do not always know which way to go or where to start to build the commercial offer. It sometimes happens that they have one or more objectives in mind for which their product could be suitable.
Some even launch themselves towards objectives without much preparation and there are many commercial failures in these sectors. The figures do not lie, between 50 and 60% of innovations end in failure, and their origin is rarely technological. It is in this situation and for these companies that technological marketing has developed and that it takes on its full meaning.
Technological marketing, why?
Due to the technicality or innovation of their solutions, technology companies are confronted with so-called immature markets. These are normally niche markets with few interlocutors but who have particular needs. In this type of market, the product is not spontaneously integrated into the uses of the commercial objective. It may even come to change it and be perceived at first as taking too much of a risk.
Technological marketing must allow the construction of the market. It is necessary to understand the functioning of a market, as it works today, to imagine its mutation once the solution has been integrated. Rather than conceiving the market in a static way, the leaders of technology companies must acquire an evolutionary vision of it and surround themselves with specialized partners. In effect, the market, before and after the adoption of their solution, will not be the same, they must build it.
Technological marketing, how?
The basic principle is to make it easier for the customer to use the product or service. The technology company must provide all the elements so that this appropriation is done with minimal effort on their part. It is about maximizing the chances of selling the product and favoring customer satisfaction .
By providing a solution that will change uses, technology companies should not be afraid when it comes to transforming the market, and use distribution channels in an offer format different from what is usually done. The key is to rely on knowledge of the market terrain, carry out in-depth marketing studies .
Regarding the education part of the market, the technology company will have to use pedagogy through intelligent communication tools.
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