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Marketing in the IT-industry as an effective promotion tool
The European IT market is developing rapidly. Despite the fact that investor interest in local developers has been growing in the last few years, not all startups receive financing. In many cases, the reason is improper marketing in the IT industry.
Unfortunately, companies pay little attention to their own promotion, especially at the initial stages of development. However, as practice shows, a correctly composed marketing strategy gives a developer an opportunity to declare itself to a wide audience. A company’s recognition and familiarity with its products considerably increases its chances of attracting large investments. And even if a company is new on the market and has no plans to enter the international market yet, it is still necessary to engage in marketing.
The mistake of many companies is to replace promotion by the sales department. More often than not, managers work to improve performance through personal communication. With the development of modern technology, this approach is not the most effective. Instead, it is better to involve marketers, who will develop a comprehensive strategy. Now professionals have at their disposal a huge number of innovative tools to promote the company and its products. And most technology allows automating processes, minimizing human involvement.
Contextual advertising is an affordable and effective way to introduce a large number of users to a developer. It is placed through special services in search engines, such as Google Ads. Internet advertising works great on specialized sites or portals with a large number of views.
While previously the marketing activity for the technological sphere consisted of participation in thematic exhibitions, presentations and content placement in the media, now everything has changed. The main engine for promoting representatives of the IT industry is the Internet. It offers a variety of tools to help make a company successful and recognizable. You don’t need huge budgets for this – it’s more important to organize the process correctly. You can use social networks, targeting, YouTube – all these channels work perfectly.
It happens that when using a variety of marketing tools the result of promotion remains unsatisfactory. As a result, large budgets are spent in vain. The reason may be a misconstructed strategy, which should be based on a specific goal. For example, the intention to enter the international market will be achieved by approaches other than strengthening the position in the local segment. The optimal solution is to choose several tools rather than trying to use many of them.
Particular attention should be paid to the study of the target audience. This will allow you to act more precisely, rather than scattering yourself over a huge number of consumers. There are various technologies for analyzing the needs and problems of the target audience, and the company’s product should help solve exactly these needs and pains.