A
recent
press release by IDC may help marketers fill those difficult bits
in their marketing plans:- where they're trying to explain where all the revenue
growth is going to come from in this third year of the US IT recession.
Nobody
wants to hear bad news... that revenue might be going down. Marketers are the
first people in the firing line when the graphs point down. So pay attention.
In
the 1980s the "Big Thing" in IT was relational databases. That meant
everyone had to rush out to buy new servers if they wanted to know who their
customers were. Then in the 1990s we had the internet. First email, then the
web. Since the millenium we've grown skeptical of the "Big Thing" in
IT paradigm. There was barely enough time for most of us to learn how to spell "CRM"
before that fizzled out. As a result, there must be millions of customers out
there who are suffering from the lack of a good caring relationship with
their wannabe IT suppliers. As a marketer, who liked the idea of CRM, I worry
about this. But somehow the millions all seem to be managing OK as CRM orphans.
For
a while there, the storage market
also seemed like a "good thing". And some of it still is. But the 500
or so storage manufacturers
whose main plan was to make products indistinguishable from EMC, IBM and HP but
with the clever idea of selling them for about 20% lower price, are suffering
from the lemming syndrome. (The last ones to go over the edge of the cliff do
get a softer landing though.)
But that's all history. And history is
bunk, water under the bridge, or a bunch of squashed lemmings who didn't even
know there was a bridge, and were going too fast to change course when - too
late - they saw the drop.
Trust me... This new "Big Thing" in
IT paradigm is solid. I got the idea from looking at the IDC research PR pages
from which I've quoted below.
"Although demand has cooled over the
past 18 months, the worldwide corporate xxx market remains a source of
significant opportunity for vendors and investors alike. IDC predicts the market
will grow from $6.6 billion in 2002 to $23.7 billion in 2006. From a regional
perspective, the U.S. market, which represents the largest national market for
vendors, is by no means mature or declining. It will grow substantially over the
next five years."
I've replaced the original text with "xxx" just to see if
you're really awake. Remember, it's me who's saying this is worth following up,
not IDC. But who's going to pass up a share of 24 billion bucks? It's just
sitting there waiting for you to claim your share. You'll have to click on
this
link to see the original story. Then add it into that gap in your marketing
plan. Job done. ...IDC
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