It usually starts with something like this. Your sales team is complaining that your company needs a better website to help boost sales. Marketing understands that the website needs work and faces intense pressure from the executive team which wants the new website ready “yesterday”. In the meantime, your staff, partners, customers and analysts are all forming their own perceptions about what your company does and communicate your brand to the outside world based on the information they see on your website.
A few years ago I attended a social gathering in Northern California. As I was chatting with a guest about my world adventures and experiences living in the US, he abruptly asked me these two questions: Who are you and why are you here? Everyone who was listening to our conversation up until that moment broke into laughter. As entertaining as his inquisitiveness was, it really made me think.
These two questions lie at the heart of marketing. Whether it is about projecting yourself as a brand to the people around you or your company to the global market, knowing who you are and understanding what's unique about you or your company is fundamental. Communicating it effectively to the rest of the world while delivering to your brand's promise is critical to success.
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