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Information Technology Marketing

Information Technology Marketing. Dr. Onkar Nath Chief, Information Security, Central Bank of India CISSP(USA), CISA(USA), CISM(USA), CFE (USA), IDLA(USA) CAIIB(India), Ph.D.(P.U, India), Ph.D. (AMSE, France), M.Sc.(Maths.), MBA (HR, MKT, FIN), PGDCM, FRAS(UK), FAMSE(France), FWAI(India)

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Information Technology Marketing

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  1. Information Technology Marketing

  2. Dr. Onkar Nath Chief, Information Security, Central Bank of India CISSP(USA), CISA(USA), CISM(USA), CFE (USA), IDLA(USA) CAIIB(India), Ph.D.(P.U, India), Ph.D. (AMSE, France), M.Sc.(Maths.), MBA (HR, MKT, FIN), PGDCM, FRAS(UK), FAMSE(France), FWAI(India) dronkar@yahoo.com

  3. Study Plan • Introduction to Info Tech Marketing (1 session) • Marketing of Products (2 sessions) • Marketing of Services (2 Sessions) • Marketing of Information Security Products and services (1 Session) • Marketing Strategy IT Marketing (1 session) • Marketing for the IT Entrepreneur (1 session) • Presentations(2 session)

  4. Introduction to Info Tech Marketing • Relevance of Marketing in IT • Historical Perspective • IT Landscape and Key Components • Components of IT Marketing • Factors Influencing the IT Market

  5. Info Tech Marketing is About … • Hardware • Software • Netware • Middleware • Peripherals • Services • Security products • Training • Research and Development • Market Survey • Consultancy and so on…

  6. Who needs to buy them? Companies? Individuals? But how can you market to companies? companies are people And people make the decisions

  7. So IT Marketing is about… People Making Decisions. Not hardware / software / etc Decisions are supposed to be objective Which means, the best product / service / etc with the best price and best availability is the best option for a decision maker. …provided he knows about it.

  8. Kotler’s 4 Ps of Marketing…. Product Price Place Promotion This looks similar to ...best product / service / etc… …best price… …best availability… provided he knows about it

  9. Decision • Timeframe • Basis • Expectation • Implications of Poor decision • Evaluation • Requirement

  10. How Has IT Evolved • Pioneers • IBM • Intel • HP / Compaq • Microsoft • SAP • Xerox • Altavista • Some of these were marketing successes • Some just got lucky!!

  11. How Has IT Evolved • India led the services space • Cost effective destination • First ADM came, then more after the dot-com bust and Y2K • Then BPO, even KPO • Now products (especially in banking and financial services) • Consulting Integrated Downwards • Accenture • Cap Gemini • Deloitte • Now everybody wants to consult • Now recognized that IT alone doesn’t help • Consulting is big money • IT companies of all types trying to offer at least basic advice and IT consulting

  12. On Demand Service

  13. Hamare Star Aapke Star se Alag Hain

  14. How Has IT Evolved • The internet is changing everything today • New technology and service marketing models • New delivery channels • Anybody can build / market • The game changers • Dell • Google • Oracle • AMD • i-flex • Salesforce.com • Amazon.com • You Tube / Ning / Netsuite • Nexaweb / SocialText / Zoho

  15. The Market Services Hardware Providers Software Providers IT Service Providers Products Consultants General Public Organizations

  16. How These are Consumed • Hardware can be • Bought • Leased / Paid for as per use • Licensed • Software Can Be • Custom Built • Bought • Licensed • Leased / Paid for as per use • Free • Services can be • Provided by hardware vendor • Through service provider • Through service provider • From consultant • Consulting can be • Offered by anyone, provided they have the necessary capabilities • Are generally the domain of specialist consultants

  17. Typical IT Expenditure and Effort HARDWARE CONSULTING Proportion of expenditure SOFTWARE Proportion of effort SERVICES

  18. Vendor Capabilities

  19. IT Marketing Strategy is Aimed at • Organizations • Individuals

  20. Marketing IT to Organizations • Organizational Decision Making is • Highly strategic • Often with mid-term / long term visibility • Highly risk averse • Highly dependent on prevailing business environment • Often influenced by history, policy, geography • Sometimes very complex and elaborate, based on innumerable factors • Key factors involve • Cost / Benefit • Strategic Value of Offering • Addressing Real Pain Points • Reputation / Trust / Confidence • Understanding Individual Customer Requirements • Time to market • Vision / Roadmaps / Support

  21. Marketing IT to Individuals • Individual Decision Making is • Sometimes hard to predict • Based on impression / confidence / brand equity • Mostly for immediate needs • With little research • Very often influenced by word-of-mouth • Often market driven, rather than self driven • Key factors involve • Perceived immediate value of the offering • Addressing generic requirements such as simplicity, functionality, ease of use etc. • Strength of retail distribution • Strength of communication / use of media, POP etc. • Consumer marketing

  22. Typical IT Marketing Functions • New Product Development • Commercialization Strategy • Corporate Communication • Analyst Relations • Account Research • Competitive Research • Versioning Strategy • Consumer Marketing • Collateral Management

  23. IT Market Influencers • Recession • Cost – Competitiveness • Mergers and Acquisitions • DIY (Do-it-yourself) • Best Practice • Consolidation • Legacy Challenges • Standards and Compliances

  24. For organizations marketing and supporting technology-based products in today’s complex commercial and industrial environment, a pre-requisite to survival and growth is to be effectively seen and heard.

  25. Limited time windows in which to grasp and maintain attention, let along market leadership, combine with aggressive competition to make a carefully planned, proactive communications program essential.

  26. If that’s the big picture, then the day to day reasons for good marketing communications are just as important, especially when organizations have a track record and a customer base.

  27. A pre-requisite of good selling is to keep your customers informed. And, one of the spin-offs of good communications with prospects, customers and business alliances is that it’s easier to engage and retain good staff.

  28. Consulting and reporting • Media relations • Media monitoring • Issues monitoring • Sponsorship of events/ organizations • Government liaison • Communications research

  29. Writing, graphic design and production services • Newsletters • Advertising • Marketing collateral • Outsourced journalism/advertorial • production • Speech writing

  30. Building better communications for better marketing • To support their marketing activities • Announce a new product, new service or facility • Educate customers and prospects about product and technology advances • Locate distributors  • Tell state, local or federal government agencies about themselves

  31. Thank You

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