What Comes Next for Tech Marketing
Posted: Sat Dec 28, 2024 9:40 am
Will 2020 and the coronavirus pandemic end this period of expansion? Overall, the likely answer is yes. Due to economic uncertainty, the decrease in event spending, and the shift in the context of demand building, IDC expects a slowdown in the average marketing budget this year – a freeze for some companies and a decline for others. However, some tech companies will continue to expand marketing during this crisis.
The pandemic has pushed years of transformation through in a few weeks. The new decade of technology marketing began with a shock to the system, one that companies will be feeling for some time to come. However, while crises bring uncertainty, they also open space for opportunity and innovation. Crises accelerate innovation.
Broad brushstrokes of the new-normal are already on the wall. Operational processes will be substantially more digitized. For marketing, the processes to pay attention to are events and commerce (aka sales). The importance registered nurse database of customer empathy has gone from a buzzword to a business mandate. From a management perspective, a long-term shift to remote working and collaboration is expected. Although we can’t forecast the depth of these realities nor the details of how they will play out, practical leaders will embrace them – even where painful – rather than resist them.
The changes accelerated by the pandemic will be infused with influences already in play. When making strategic decisions, marketing leaders must also consider the compounding impact of macro drivers that were already propelling changes for marketing investments and staff.
Moving forward into the next decade of business, technology marketers will need have a seat at the strategy table not just for their department, but for the entire organization. They will be tasked with establishing their company’s brand with customers, prospects, and industry experts; they will take on more responsibility for the customer’s experience across the journey; they will need to work closely with sales and revenue teams to fill the sales pipeline and close deals; and they will be increasingly involved in post-purchase activities, such as loyalty and renewals. It’s a lot to handle. Emerging technology suppliers – and their marketing teams – can benefit from the right partnership with industry experts to help guide these strategic endeavors. Learn more about IDC’s innovative Accelerator Program, and how it uniquely positions IDC to be the partner of choice for disruptive technology suppliers to guide them through their growth trajectory:
The pandemic has pushed years of transformation through in a few weeks. The new decade of technology marketing began with a shock to the system, one that companies will be feeling for some time to come. However, while crises bring uncertainty, they also open space for opportunity and innovation. Crises accelerate innovation.
Broad brushstrokes of the new-normal are already on the wall. Operational processes will be substantially more digitized. For marketing, the processes to pay attention to are events and commerce (aka sales). The importance registered nurse database of customer empathy has gone from a buzzword to a business mandate. From a management perspective, a long-term shift to remote working and collaboration is expected. Although we can’t forecast the depth of these realities nor the details of how they will play out, practical leaders will embrace them – even where painful – rather than resist them.
The changes accelerated by the pandemic will be infused with influences already in play. When making strategic decisions, marketing leaders must also consider the compounding impact of macro drivers that were already propelling changes for marketing investments and staff.
Moving forward into the next decade of business, technology marketers will need have a seat at the strategy table not just for their department, but for the entire organization. They will be tasked with establishing their company’s brand with customers, prospects, and industry experts; they will take on more responsibility for the customer’s experience across the journey; they will need to work closely with sales and revenue teams to fill the sales pipeline and close deals; and they will be increasingly involved in post-purchase activities, such as loyalty and renewals. It’s a lot to handle. Emerging technology suppliers – and their marketing teams – can benefit from the right partnership with industry experts to help guide these strategic endeavors. Learn more about IDC’s innovative Accelerator Program, and how it uniquely positions IDC to be the partner of choice for disruptive technology suppliers to guide them through their growth trajectory: