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August 31, 2004
Why tech marketing fails
Take a look at this. Infectious Greed: Christensen on Why Tech Marketing Fails Christensen from Gartner focuses on the lack of disruptive technology as the main reason and that following consumer marketing examples is a dead end. I have to agree with Paul Kedrosky's counterpoint.
Frankly most marketing of any kind fails not because the product is not disruptive but because
1. it isnt actually better or ready for human consumption
2. the tech marketers have no idea what a "benefit" or how to communicate it to humans no matter how technical
3. they haven't mapped their competitive and customer landscape before they go off half cocked with a lot of undifferentiated "marketing."
End of sermon.
Posted by johnza at August 31, 2004 09:50 PM
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