Let's face it, high-tech is not known for its stellar marketing.
Sure, there's Dennis Carter's Intel Inside branding campaign, Steve Jobs' iMac, iPod, iPhone, iWhatever, and Michael Dell's direct-marketing concept. Aside from the obvious characters, even folks in the business--like me--have a hard time naming great high-tech marketers.
That's because much of high-tech marketing happens behind the scenes. Like Broadcom somehow managing to nail almost every market it enters, Google turning a great search engine into virtually limitless ad revenue, or Intel defining a next-generation microprocessor four years in advance of its launch.
That's a whole lot different from coming up with an ad campaign to sell beer or batteries.
You see, high-tech marketing is so interwoven with the technology that it's often unclear where the technology ends and the marketing begins. As we discussed in a prior post, marketing's job is to turn technology into successful products. But that statement doesn't imply or require that the transition from technology to product is either distinct or simple. Therein lies the rub.… Read more