Technology Marketing Strategy
will use content marketing as an instrument of creating its products in the market, pricing, and distribution as the main marketing strategies. The decision to use content marketing aims to build trust with prospective buyers of the company’s software and web products, create leads, and eventually translate the leads into actual sales. will use different tools for content marketing. Each tool will help in achieving specific objectives of the company, including the following;
Follow viable content plan
The content plan will contain the process and schedule of marketing software and web products in new markets. The process will have two main components: the iteration process and the approval process. Iteration will involve analyzing the company’s previous marketing efforts in old markets will the aim of achieving better results in a different market in the future. The approval process will involve an assessment of the marketing costs against the potential gains. The approval process determines whether to replace a strategy with a previous one or implement it. The content will also constitute, the content themes to used, the publishing schedule, a description of key performance indicators, and the determination of professionals to approve product marketing content.
Engage in brand journalism
The brand journalism strategy aims to create a pool of loyal customers, initiate brand advocacy and establish trust between the company and clients. Considering that a majority of the company’s clients are private companies, brand journalism is a vital tool to create stronger relationships with them so that they can be a source of leads or references for prospective clients. The main brand journalism method that the company will use is storytelling so that different software brands offered by the company can resonate with all customers (Light, 2014). Interviews with employees and running backstories of the process that led to the discovery of a software product will be used to create awareness about the capabilities of the company’s software and web solutions.
Carry out audits of client’s website content
technologies will carry out periodic audits of the best-performing websites of the clients it offers web development services with the aim of increasing the rates of conversion. The main focus will be to create unique styles and deigns while ensuring that web content is diverse and legible.
Use webinars
Webinars will be part of technologies’ content strategy. It will require content during and after an event to ensure that company succeeds to build trust and educate customers about the strength of the company’s web and software solutions. Webinars will also enable the company in lead generations especially for the customers that exhibit the willingness to explore the company’s software solutions in live events. After demonstrations in live events, the company’s marketing department will follow up using tips, inspiration, webinar summaries, and resources.
Use video content
The Company will also use instructional videos so that customers can effectively use software. The videos will be used as a way to retain customers who may find ’s software products useful and would like to explore more usability features than the conventional ones.
’s pricing Strategy
The company will apply a combination of pricing models, depending on the market being served. Some of the pricing strategies that will use are per unit, concurrent users’ strategy, per usage strategy, per unit infrastructure, revenue share strategy, cost savings strategy, and site license strategy. The pricing strategies will be applied in different markets because the Company deals with different customers in different markets. A single pricing strategy may not work for all customers and markets. For instance, for clients that need server-based applications, the concurrent users will be used to determine the price because it has a totally different cost structure than single-product clients. The per-unit-infrastructure strategy will be used clients that have different licenses for their processing units. The revenue share strategy will be used for corporate clients that may not have enough money to pay for a complete product yet they have the potential to grow by using it. When the client begins to use a software product, the company will manage any additional revenue obtained as a result of using the application so that it takes a percentage as payment on an installment basis.
Distribution Strategy
Technologies will use complementary suppliers such as partners and other vendors that provide non-competitive solutions to the same market. The strategy will also help the company penetrate new markets where its software product line is now known to many prospective clients. The Company will invest in experienced and skilled developers that can strategically lead its distribution channels.
Implementation of the Strategy
The implementation process will involve develop the marketing budget, developing the implantation timeline and phases of implementation, and set program and behavioral and sustainability behavior of the company during the implementation process (Zimmerer, Scarborough, & Wilson, 2002). .
The implementation budget: The budget will be based on the research findings of a software contractor that understand the market value of different software applications. The amount of money spent on every component of the market cost will strategically reflect the possible returns expected from the entire implementation process.
Developing the program timeline and phases of implementation-The implementation timeline is six months. It is flexible to ensure that it is possible to implement mid-course adjustments that would arise during the implementation process. The components of the timeline schedule will be realistic with components such as;
• The marketing programs that involve the planning, evaluation, and implementation.
• The starting and completion date.
• The internal and external reviews strategies as the marketing process continue.
Expansion Plan
The Company’s management expects that its operations will expand during the first three years of implementation of this business plan. It intends to implement marketing campaigns that will effectively target small, medium, and large corporate clients in the target market. The company will also get into new markets by purchasing smaller web and software products that have a brand presence, in particular, market, but without a strong research and development framework to provide the market with innovative software and website solutions.
Social Media Strategy
The Company considers social media marketing a critical success factor. The Company will, therefore, connect with existing and prospective clients through social media handles. Each social media platform will be treated as a separate entity with the intention of spreading the company’s web content on all platforms. The most important social media platform for the Company will be LinkedIn because it has a wide professional’s audience than other social media channels such as Instagram, Facebook, and Twitter. LinkedIn has a huge subscriber base of entities interested in getting visual content through the web. The Company will also pay a lot of the attention its follower demographic for different social media platforms so that the published content appeals to the majority. Social media will be the link between customers and the company especially in resolving negative feedback. To boost the rate of response to customers, the company will carry out the following measures (Lardi & Fuchs, 2013):
Employ a specialized troubleshooter
The specialized troubleshooter’s role will ensure that all social media channels have the company’s profile. They will initiate immediate whenever a customer raises legitimate concerns about different products.
Establish a library for troubleshooting
Customers will have an opportunity to read through different manuals that gave guidelines on how to resolve any problems that may arise while they are using a software or web product. This will ensure that customers have an opportunity to use the company’s solutions and allow them to alert the company’s quality assurance team whenever an application seems not correctible through the company’s manual.
Enhance the level of creativity
The Company will use the strategies such as social media giveaways, personality adverts, and a sense of humor while promoting company products so that followers can become free promoters of the company through a heavy online traffic.
Monitoring Methods Integrated Communication Strategy
The Company will monitor the marketing programmes to ensure that they fulfill the communication objectives of the company (Zeithaml, Bitner, & Gremler, 2010). The integrated communication strategy will involve different aspects of the marketing communication mix. They include:
Market strategy and analysis
Target marketing process
Marketing planning program development
Promotional decisions
Promotional to the buyer.
The integrated marketing communication programme will involve several steps that aim to ensure that all the marketing initiatives meet the objectives of the company. The steps include:
Indentifying the target market: ’s market includes all the prospective corporate and small business clients hose companies need the company’s software and web solutions.
Setting the communication objectives of a marketing strategy: The main objective will basically be to move customers from one stage to another so that they can recognize the company’s products.
Designing the marketing message: The message will be designed in such a way as to arouse the interest of untapped markets in the company’s products.
Creating the message content: Message content will constitute different themes that fit different target markets.
Include rational appeal: The message will target the customer’s self-interests.
Create the emotional appeal: The aim is to create positive feelings about the capabilities of the product.
Create the moral appeal: The aim will be to appeal to the customer of the ethical use of software and web solutions.
Create the message structure
Selecting the message source
Collecting feedback from clients
References
Lardi, K., & Fuchs, R. (2013). Social media strategy. vdf Hochschulverlag AG.
Light, L. (2014). Brand journalism: How to engage successfully with consumers in an age of inclusive individuality. Journal of Brand Strategy, 3(2), 121-128.
Pavlov, O. V., Melville, N., & Plice, R. K. (2008). Toward a sustainable email marketing infrastructure. Journal of Business Research, 61(11), 1191-1199.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services marketing strategy. John Wiley & Sons, Ltd.
Zimmerer, T., Scarborough, N. M., & Wilson, D. (2002). Essentials of entrepreneurship and small business management (pp. 1-3). Upper Saddle River, NJ: Prentice Hall.
