Marketing high-technology: definition and outsourcing

Our company is a marketing firm specialized in new media solutions to market high-technology products and innovations. Before considering using our services, we want to present you with some facts that assist you in understanding what high-tech marketing is and evaluate if outsourcing is a viable solution for your needs.

High-Tech marketing definition

In simple terms, high-tech marketing is the integrated communications-based process through which individuals and organizations discover that existing and newly-identified needs and wants may be satisfied by high-tech products.

Although there are many definitions, some characteristics are common to the majority of high-tech products:

   Often more costly and complicated in the customer's point of view
   Present an innovation that is perceived as an added risk for its adoption
   Generally the final purchaser is an engineer, developer, scientist, CIO or similar

One of the greatest challenges that high-tech manufacturers face when marketing their products is the ability to communicate in abstractions while retaining knowledge of the details in order to avoid overwhelming prospects. In other words, keeping their message simple, but compelling enough to generate a true interest in the desired customer.


In order to produce messages that will impact a pragmatic buyer, high-tech companies often need to hire outside high-tech marketing experts, either by bringing them as full-time employees or by outsourcing to an external agency. In either case, the strategy allows the company to focus in R&D activities that will produce a superior product and obtain competitive edge.

In most cases, companies use a hybrid model, having an in-house expert or team of experts supported by an outside agency. This method allows the company to have an internal resource that will be their go-to-market strategist(s), which will define a plan to produce quantifiable marketing results aided by external temporary resources.

Furthermore, since an increasing number of engineers and technical buyers are doing more and more product research online, having a solid online presence through a specialized partner has become key. Technical buyers have a strong preference for white papers, product literature, case studies, and articles from industry journalists and analysts. That type of information helps technical buyers support their decisions and educate others involved in the purchase process. This is why high-tech companies must assign specific resources to avoid loosing market share in their new media strategy.

The Technology Adoption Life-Cycle (TALC)

High-tech markets are described as rapid-changing environments that lead to shorter life-cycles and the need for fast decisions. This speed is driven by increasing competition and customer evolving expectations, which increases the level of risk for both the customer and manufacturer.

Understanding the cycle that has to go through any high-tech product in the marketplace is just the first step to communicate correctly with compelling messages to the right audience.

When technology consultant Geoffrey Moore first published Crossing the Chasm in the early 1990's he proposed a new way of looking at how markets received new technologies. Before Moore, businesses assumed that consumer adoption followed a bell curve like this:

Moore proposed that the bell curve wasn't exactly right, that there was something that was holding back great technologies that solved real business problems from gaining market acceptance. He suggested that some of the best new technologies were failing because the companies that made them incorrectly assumed consumers would quickly and easily adopt them. Consequently, Moore revised the bell curve:

He added what he called a "chasm" to the traditional bell curve. If technology companies did not anticipate and plan for crossing the chasm, then they would fall down into it and fail. Using WWII military analogies, Moore proposed that companies develop a plan for securing the beachhead to insure victory, "The key to the Normandy advantage, what allows the fledgling enterprise to win over pragmatist customers in advance of broader market acceptance, is focusing an overabundance of support into a confined niche market."


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