Does High-Tech Marketing Need a Different Toolkit?

It ain't easy marketing high-tech products. Let no one tell you otherwise.

Think about it. High-tech products intimidate many customers where other products wouldn't. And technology is a market relatively open to competition; one new technical innovation, and you're next biggest threat is in the game. As if those weren't challenges enough, the speed of technological change can make your current marketing strategy obsolete overnight.

HOW DO YOU SURVIVE?

Start by weatherproofing your marketing plan against the hail of challenges our wired world presents. Below, based on her new book on high-tech marketing, Prof. Jakki Mohr gives you five points of improvement that every high-tech marketer should know.

POINT 1: DO YOUR RESEARCH IN THE TRENCHES

Put aside the focus groups and surveys you use to research the market for more traditional products. They are often less well-suited to research and data collection for innovations simply because customers may find it difficult to articulate a need for products that they cannot see or understand.

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