Ralf HallerRalf Haller December 15, 2008

10 reasons why tech companies move PR and product marketing Online

The trend towards online PR and product marketing is much more far-reaching than having a website. All our clients are focusing their efforts more and more on online PR and online marketing & sales tools. Even the most conservative and slow-moving ones will increase their online part to reach at least 50% of their overall expenses. What are their reasons?

  1. Reach their target groups: blogs can be sent out automatically to your clients, media and analysts, portals and just about anyone who is relevant in your product markets.
  2. Monitor success of PR and marketing campaigns: either you measure a certain key word combination and how your own content and company is linked to it across the whole Internet or you take other metrics taken from your landing pages to measure success of a PR and marketing campaign. These tools are often even entirely free.
  3. Do competitive analysis: of course you can do monitoring of your competitors’ activities as well and in real time.
  4. Save costs: many monitoring tools are free, as mentioned; changes can be done instantly; and face-to-face meetings and seminars are very costly compared with a webinar.
  5. Do reputation management in realtime: in fast-moving ICT markets it is impossible to fix a reputation issue by traveling around or making phone calls with media and analysts. The way to do it is in a high-quality content blog and then distribute the link to thousands in your market so that it becomes widespread.
  6. Collect leads: if you have excellent information on your web such as webinars, ebooks, whitepapers, podcasts, ROI/TCO calculators etc., people are willing to leave their contact details. Key is the quality of the information. Excellent content is needed.
  7. Host/organize your own online community: if there is not yet a leading portal out there for your specific product market then you have the chance to set up a leading portal. Once your competitors have done it and succeeded you will be too late even if you invest lots and lots of money. People will not look for more than maybe 2 or max. 3 information sources for a particular field. If one provides all they need, they only have to look at that.
  8. Influence media and analysts: where do media and analysts gather their information from? From the Web online, of course, as everything else would be way to slow. You are still trying to reach them with phone calls? Sorry, they are busy with their RS readers and information filters reading what is going on from the web, no matter how charming (or attractive -)) your PR people may be.
  9. Measure market buzz and fine-tune marketing/sales campaigns: for large corporations with a multitude of products, it is difficult to communicate as they have simply too much information at hand and coming out. So why not monitor what is being discussed out there in each product market currently and adapt your own marketing campaigns.
  10. Get customer feedback for product improvements: information collected online is often more reliable than focus group feedback. Online, people say what they think, as they feel it is anonymous. In a focus group or face-to-face interview there are group dynamics that are difficult to filter out and lead to wrong results. At trade shows, people also like to talk a lot of (nonsense), and information gathered there often bears little relation to the real world.