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Why IT needs a marketing strategy
Increasing leads and sales are the two main goals for any business, including in the IT segment. A correctly formulated marketing strategy, which will be synchronized with the actions of the sales department, will help to ensure the regular growth of these indicators. However, in practice, many companies make mistakes, which slow down the development of business in general.
Some companies believe that a marketing strategy is not necessary and that it will be enough to analyze competitors and copy their approach. However, the way of formation of the competitor will always be different, which means its case of success is not always applicable to your case. The same applies to the launch of an advertising campaign only on the basis of an analysis of companies operating in a given market. For the markets of many European countries, such a promotion is expensive, and without careful thought, money can easily be thrown out to the wind. It is better to initially focus on positioning and targeting, and then move on to the next level.
Another misconception is the belief that the IT sphere is already crowded and it is impossible to find a unique niche. Thanks to the development of technology, more and more opportunities are opening up to stay ahead of the competition. And in this case, a good marketing strategy will allow you to set the right course and find your place in the big market.
For example, you have a unique product for customers with a clearly developed methodology and a detailed selling proposition. And now, in order to present this solution to the target audience, you need to select the optimal promotional tool and outline the steps to achieve the goal. And in this case, a marketing strategy will work, which will give the opportunity to promote the product among interested customers without excessive costs.
It is also a mistake to change the strategy according to the trends in the market. This approach does not work for the IT segment, because the concept of trends is quite controversial here. For example, if recently there is a high demand for a particular product or service, and your company was not engaged in this area before, then entering the market with a new product quickly will be difficult. The result of such a correction of marketing objectives will be highly questionable, you will lose time and money to develop trends, together with the improvement of services in which you have already reached a certain level of expertise.
Before looking at popular products on the market, you need to analyze your strengths and weaknesses, to identify which niche and target audience to focus on.
Another important step in the strategy is to develop several areas to assess which of them will be more successful. This approach can work, but it is worth understanding the number of costs. If the advertising budget is small, then it is better to concentrate on the promotion of one product.