Market Analysis

Technology, Media and Telecom (TMT) Market Analysis

By David H. Deans

How do the best marketers reach and engage target buyers? Here are the answers to your questions.

Marketers typically segment their customers using very broad demographic criteria. This routine analysis can help IT vendors and service providers to tailor new offerings. However, few develop their market segmentation based upon an assessment of qualified customer needs, and so their product-centered view can obstruct the enterprise buyer's journey.

High-tech companies have an even greater challenge since they're often technology-centered. While some early adopters may be engaged by vague digital product launch scenarios and minimal guidance or support, many mainstream customers will feel misled, neglected, or completely ignored.

Technology, Media, and Telecom (TMT) marketers must evolve. Narrowly targeting customers with relevant offers, via their preferred channels, has proven to be most effective and rewarding. That's why we practice an applied science research technique that will identify predictable market demand, best-fit solution fulfillment, and product applications with clarity and imagination.

Once the targeted offers are developed and perfected, then content marketing and online syndication methods are used to create influencer engagement and exponential reach that increases buyer-centric messaging exposure.

Besides, the ‘share of voice’ quality trumps quantity.

Differentiation: Dare to be Remarkable

Useful and interesting content will stand out. Your customers want to educate themselves about all viable offerings in the marketplace before they engage with a vendor salesperson. We know that 68 percent of B2B buyer information gathering occurs before reaching out to vendors or service providers -- that's why organic Search Engine Optimization (SEO) and associated ranking are so important.

Moreover, smart IT vendors are truly extraordinary. Those few marketers who dare to be remarkable will achieve the highest rewards. They will champion a 'Movement' and tell the most insightful personal stories -- distancing themselves from the herd of bland competitors that still engage in trivial advertising.

Be bold, be brave, and become influential.

Customers on the receiving end of typical marketing campaigns are demanding a change. They crave a product vendor or service provider that takes the time and effort to explore and understand their environment. They insist that a potential supplier must listen better, and then respond thoughtfully with useful content.

The time for vendors and service providers to change their old approach to market development has already come and gone. One-size-fits-all marketing practices fit nobody in particular. Legacy mass-marketing is a lazy marketer's approach to the segmentation challenges of today's fragmented marketplace.

Let it go; move on. 

Today, digital marketing transformation and successful growth hacking are enabled by a deep understanding of client user needs and wants. Stakeholder personalization requirements are reshaping the technology, media, and telecom sectors. The challenge is to offer meaningful and substantive points of engagement for each persona that would enable you to capture market insights.

Adaptive Customization: Archetype Targeting

Sales and support people on the front line -- who assume the role of 'customer advocates' -- are disappointed by the obvious shortcomings of a marketer's myopic market perspectives. In the absence of truly targeted offers, a sales enablement team must attempt to fill the content customization gap by disconnected marketers.

Technology-oriented product designers and service developers are far removed from the customers that they should satisfy. They must rely on the marketing organization to gather insight -- to describe user requirements -- and thereby ensure that real needs will be addressed. 

Furthermore, self-directed ‘buyer enablement’ market research should precede ‘sales enablement’ content asset development.

Effective segmentation and value proposition analysis will reveal both significant opportunities and potentially wasted efforts. Understanding the opportunistic or problematic tasks that customers are trying to improve is the first step in the go-to-market evaluation process.

When a customer selects a product or service they use metrics -- measures of benefit value -- to define what's important to them. Likewise, we use a systematic four-step progression -- collecting application information as use-case scenarios, choosing segmentation variables, and then creating example buying group archetypes, not aligned with an individual job title.

Focused segmentation is proven to identify market entry points for disruptive technology, and can advance the development of tangible applications -- for ongoing user adoption and market penetration.

Technology, Media and Telecom Market Research

Primary market research is an effort to gather information about target markets and associated stakeholders. It's a very important component of business strategy development. We're actively studying emerging B2B technology research and development (R&D) trends within the Global Networked Economy. We're also utilizing Generative AI tools to enhance our research methodology.

Each topic is reviewed within the context of end-to-end product or service life cycles. We utilize a tested and proven approach that enables clients to evaluate the adoption of new technologies -- so they can incorporate validated requirements within their design process.

In summary, we believe that Digital Reinvention is about the three stages of embracing workplace change -- digital literacy, competence, and mastery. Business Transformation requires new forms of innovation, intended to achieve superior outcomes and sustainable digital growth. Reach out for additional details about our ongoing market analysis.

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