Starting this week, the Technical Marketing Diary Blog will be published on ET Express, the weekly e-mail newsletter for the entertainment technology market. The blog is replacing the former "One Minute Marketing" feature that for some time now has signed off the ET Express news that pops into e-mail in-boxes each Friday. "One Minute Marketing" was written as a simple briefing on marketing techniques covering a range of topics from advertising to public relations and intended for the benefit of engineers and entrepreneurs without marketing knowledge and with limited time, seeking to promote their products in a competitive marketing place. Articles from this series are still available and have been collated so that they can be downloaded as a PDF booklet from the Technical Marketing web site. Our blog takes a much wider brief allowing us to comment on marketing practice, ideas, new developments, technologies and campaigns. For example recent blog stories have covered such diverse topics as publishing trends, in-bound marketing, Twitter and marketing through the recession. Technical Marketing Diary blog headlines are also published on Twitter.
Our focus will be towards business-to- business (b-2-b) marketing where probably the biggest difference from consumer marketing is the size of marketing budget. But just because budgets are much smaller there is no reason why b-2-b marketing should not be professional. It is tempting for modest sized businesses, particularly in difficult trading times, to resort to in-house solutions. Unfortunately prospective customers can also spot an amateurishly produced brochure or web site and what message does that convey about the company's products and services?
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