Transcript Document
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 … Hardware Software Netware Middleware Peripherals Services Security products Training Research and Development Market Survey Consultancy and so on… Who needs to buy them? Companies? Individuals? But how can you market to companies? companies are people And 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 Price Place Promotion This looks similar to ...best product / service / etc… …best price… …best availability… provided he knows about it Decision Timeframe Basis Expectation Implications of Poor decision Evaluation Requirement How Has IT Evolved Pioneers IBM Intel HP / Compaq Microsoft SAP Xerox Altavista Some of these were marketing successes Some just got lucky!! How Has IT Evolved India led the services space Cost effective destination First ADM came, then more after the dot-com bust and Y2K Then BPO, even KPO Now products (especially in banking and financial services) Consulting Integrated Downwards Accenture Cap Gemini Deloitte Now everybody wants to consult Now recognized that IT alone doesn’t help Consulting is big money IT 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 Evolved The internet is changing everything today New technology and service marketing models New delivery channels Anybody can build / market The game changers Dell Google Oracle AMD i-flex Salesforce.com Amazon.com You Tube / Ning / Netsuite Nexaweb / SocialText / Zoho Services Hardware Providers Software Providers IT Service Providers Products Consultants General Public Organizations How These are Consumed Hardware can be Bought Leased / Paid for as per use Licensed Software Can Be Custom Built Bought Licensed Leased / Paid for as per use Free Services can be Provided by hardware vendor Through service provider Through service provider From consultant Consulting can be Offered by anyone, provided they have the necessary capabilities Are generally the domain of specialist consultants HARDWARE CONSULTING Proportion of expenditure SOFTWARE SERVICES Proportion of effort Company Hardware Vendor (OEM) Software Vendor (ISV) IT Service Provider Consultant IBM Intel Microsoft Infosys TCS Business Objects Accenture Wipro HCL McAfee Red Hat Google IT Marketing Strategy is Aimed at Organizations Individuals Marketing IT to Organizations Organizational Decision Making is Highly strategic Often with mid-term / long term visibility Highly risk averse Highly dependent on prevailing business environment Often influenced by history, policy, geography Sometimes very complex and elaborate, based on innumerable factors Key factors involve Cost / Benefit Strategic Value of Offering Addressing Real Pain Points Reputation / Trust / Confidence Understanding Individual Customer Requirements Time to market Vision / Roadmaps / Support Marketing IT to Individuals Individual Decision Making is Sometimes hard to predict Based on impression / confidence / brand equity Mostly for immediate needs With little research Very often influenced by word-of-mouth Often market driven, rather than self driven Key factors involve Perceived immediate value of the offering Addressing generic requirements such as simplicity, functionality, ease of use etc. Strength of retail distribution Strength of communication / use of media, POP etc. Consumer marketing Typical IT Marketing Functions New Product Development Commercialization Strategy Corporate Communication Analyst Relations Account Research Competitive Research Versioning Strategy Consumer Marketing Collateral Management IT Market Influencers Recession Cost – Competitiveness Mergers and Acquisitions DIY (Do-it-yourself) Best Practice Consolidation Legacy Challenges Standards 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