Marketing and the IT industry

The IT channel is historically a hugely successful community. Its entrepreneurial spirit has meant steady growth and allowed partners of all types and sizes to find a natural place in the market.

For most, marketing has never featured that highly on the radar. However, because of a number of significant factors, growth is slowing and marketing is becoming more important to the long-term strategy of the channel.

1. Significant market consolidation means that all partners need to differentiate themselves from the competition.
2. Vendors are demanding compelling marketing plans that document a clear ROI and encourage their investment.

The talk of global economic conditions is nothing short of deafening. By all accounts there's no escaping the effects of the 'credit crunch'. Precisely what these effects are going to be on end-user purchasing is still to be seen but it would be foolish to think that the IT industry will escape unscathed.

Encouraging customers to invest in IT at a time of natural restraint and caution is going to get harder.

But there are measures you can take to improve the situation:

1. Make sure that your name is first on the list when IT purchases need to be made.
2. Strike up ongoing and consistent communication - let your customers and prospects know that you are proposing innovative solutions, solutions that will help them contain their costs through these tough times.
3. Sustain or even increase your marketing efforts, because now is the time that marketing can benefit you the most.

Can marketing help you weather the 'credit crunch'?

Yes. It's a fact - those who invest in marketing through difficult times have come out the other side in better shape and ahead of the game. Businesses that increase their marketing during an economic low, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times. Uncertain customers need reassurance so regular communication is vital.

Are traditional selling methods alone still good enough?

Good salesmanship has always been a key factor for the industry. But for the average reseller, this alone is no longer generating the results needed to push their business on.

Once you've sold as deep and wide as possible into your account base, you need to look to other methods to continue growth.

Is it possible to counter a downturn in the industry?

The answer is yes. But only by communicating regularly with your customers.

• Remind them why buying through a partner is more beneficial than buying directly.
• Tell them about new products and services.
• Invite them to events and launches.

A focused, well thought out marketing strategy can enable you to strike up and continue a dialogue with customers and potential customers.

It can also help you to win new customers and break into new revenue streams by positioning higher value services and technologies.

What action should you take?

• Realise the importance of building well constructed, effective marketing plans.
• Engage vendors in joint proposals that will commit your business to producing results.
• Take a pragmatic approach to your marketing to help you raise your game, drive demand for higher value products and services, tie you to your customers - and ensure the future of your business.

To find out more about the value marketing could bring to your business, contact us now.