A new technology product has a life-cycle of just 90 days - 90 days
to succeed or fail, 90 days after which marketing staff must have
The challenge is to find the most effective way to market new
Traditional methods have involved a bias towards advertising, a tendency
that doesn’t always deliver the necessary return on investment.
My 15 years of experience in the IT industry has shown me that the only
way to effectively market technology to consumers is face-to-face. It’s
a rare customer who asks for a mobile phone by model and
Marketing of technology requires a personal approach, and the retail
outlet is the most important point in persuading the customer to
This turns the traditional promotional model on its head, with a greater
emphasis being placed on field marketing. Many marketers underestimate
the unique marketing structure needed to reach their target market
effectively just by relying on advertising.
A unique combination of business sense and technological nous is needed
for high-tech field marketing. The results are an improved marketing
strategy for clients and good career opportunities in the field
Richard Thompson is chairman of EMS.