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Why Isn't Web Marketing "Enterprise Technology" Simpler?

by Zsolt Kerekes, editor - February 5, 2010
Users want to buy enterprise technology stuff. Vendors, like you, want to sell it.
So why can't users just click and find your products?
Pay Google some money...
the web marketing's done.

Isn't it?

You know there's more to it than that.

...Long ago a product marketer (or company founder) had to:-
  • anticipate what users might want today...
  • get funding and resources to develop the new product,
  • educate users to understand they will need it (before they know it themselves),
  • create brand awareness to differentiate the new offer from competitors,
  • set up manufacturing and distribution channels,
  • create a compatible infrastructure / ecosphere of complementary partners for the parts and services your company doesn't do best (or doesn't want to get involved with).
While this was going on - 20, 50 or 500 other wannabe competitors were busy doing exactly the same thing

The result is that users have to wade through a confusing mish mash of billions of marketing messages to understand what you're saying (everyone says the same thing differently) to learn what you do (you didn't know it yourself not long ago) and to understand what they need (your competitors are telling them a completely different story).

Maybe the simple answer is to delete the competitors?
Or go into a market where there is less competition.
But that means either there's less business (smaller market) or higher barriers to entry.

There are no simple web marketing answers.

If there were - your competitors would clone them too. The only thing you can do is try to ignore stuff you don't need to know about, understand the bits you need to do better, work hard and be lucky.
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more articles - here on MarketingViews (or related sites)
  • Customers Search Differently - customers (who want to find suppliers and buy stuff) search differently to marketers (who want to promote their companies and sell stuff). That's why most search marketing misses the best targets.
  • What's a Good Click Rate for a Banner Ad? - what you learn from testing banner ads - often results in you having to change the way you talk about your company in other places... your web site, your PR. Leaving this important task in the hands of graphics designers is lunacy. ...Later:- in 2010 - I updated this popular article to compare how banners compare to Google ads - in the same publication and with the same placement.
  • Think of Web Ads as Signposts - they can lead the right people to your destination. But give them a credible message so that the brain follows the mouse click for sound business reasons. Ideally the ad should also signal to the wrong type of customer they can filter themselves out at this point and not waste their time and yours by following this path.
  • Rethinking the Banner Ad - remember it's a guaranteed communication and doesn't have to be an ad. There are 2 sets of viewers who see you banner ad, and you should cater for both. The most important are the 94% to 99.5% who are going to see the banner, but not click on it (at that moment in time). What impression are they left with after seeing the banner?
  • Press Release Errors I see every day - as an editor - I have to disregard zillions of press releases, which vendors have paid good money to their agencies to write and distribute. Here's why.

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