The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
The
Future of Advertising
The
Grid
The
Future of Advertising
The
Swarm
THE FUTURE OF
THE
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
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to a suite of six web marketing tools.
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Technology : Making The Message Meaningful. Let's face it folks, investors, customers and end users worldwide are tired of the hype. Today's global technology marketplace wants and needs to understand tangible consumer benefits associated with new product offerings, not just "Buy 2.0 because, well, it's 2.0". That's why I happen to believe strongly, that creating relevance between the technology and the end user regardless of the time zone will drive the next global technology boom. |
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Of course the big question is, how do you make technology relevant on a worldwide basis? The answers lie somewhere in the individual time zone's perception of value and efficiency. For example, we have an infrastructure to support high-speed access to the home, PDAs that can exchange data between multiple users and cellular phones that deliver toll-quality voice and limited data services. |
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What do you
think ofBob Garfield's
"Chaos The
Ad Industry sucks. This is news? |
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To make these applications valuable to a global marketplace, they must become seamlessly interconnected with the rest of the world. This means that any new product must support universal language applications with Internet, voice, data and video that add efficiency and expand opportunity to both business and personal endeavors and aspirations. There are several drivers responsible for this shift. First, whether to avoid risk associated with traveling, or to save money, more people are staying at home to conduct business. With both business and personal travel at historic lows, high-speed delivery of converged video, voice and data are gaining importance and therefore value. Technology offerings that do not enable these practices are not perceived as relevant and are therefore of low, or no interest in the global marketplace. This is why collaboration software has been so hot for the past two years. Second, global industry is moving away from conventional "fixed" workplaces. Offices are mobile, sometimes spanning the distance between headquarters and customer sites, to the home to the corner Starbucks. In this environment, mobile, always-on access is critical to enhancing business efficiency by enabling faster access to e-mail, voice-activated replies and instant connections to customers or suppliers. Technology offerings that do not enable these practices are not perceived as relevant and are therefore of low, or no interest in a global marketplace. Finally, and perhaps most importantly, to increase efficiency in both global enterprise environments, where levels of maturity may vary broadly, technology must be simplified. Today it is impossible to set up a business network without sorting through standards and dealing with complex user interfaces. Technology that refocuses on the end user will allow applications to be defined in advance, thereby influencing the development of globally relevant standards, easy installation and user-friendly products. By stressing these key points of relevance above and beyond the usual product-specific benefit stories some companies have been successful in positioning new technology products for the global marketplace.
Why is worldwide marketing so critical to the technology sector at this particular point in time. Because of the emerging trend of "Flatism." This is the next stage of Globalization that has emerged since 2000, after the massive over investment in technology. Like water in a tray: if you shake it, and it will find the path of least resistance. That is what is happening to IT growth. It is going to those corners of the world where there is the least resistance and the most opportunity. Companies in the developed Nations that have to update infrastructure often do it at hirer cost than new companies in developing Nations, because it costs more to replace legacy systems. The question becomes can the developed Nations compete with all of their legacy systems? To address the issue of global competition and make it relevant to those with cost concerns for their aging legacy systems, those who lead with investment protection and business agility as their twin hot buttons, make their new technology offerings a highly relevant capital consideration. And because these new global players are stepping onto the playing field legacy free, many of them can leap right into the new technologies without having to worry about all the sunken costs of old systems. We also know that investment protection and business agility also speak to the most important issue, time-to-revenue. This means that the major growth acceleration for the technology sector lies in the ability to make new technology relevant to the emerging Nations AND the developed Nations. Where there is change there is opportunity. That is, to be on the ball, see the change, discover the opportunities and move fast, requires forward thinking worldwide marketing partners who can bring a product to market in these areas, with messaging programs that are both compelling and relevant to local needs. The most important insight a company can have, is its understanding of the fact that outsourcing is prevalent not just because of the financial attraction. Outsourcing is prevalent because countries other than the US and EMEA are doing it because they can offer better-skilled and more productive workers. They're hungry. That hunger holds vast opportunity for technologists to accelerate sales. If they just keep it simple. Not stupid. Stay tuned.
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