Archive for the ‘Customer Value Propositions’ Category

Successful companies mix digital and traditional channels to satisfy their clients and achieve business objectives

January 15, 2014

Mixing traditional and digital channelsWith 2014 now firmly underway, there is no doubt that digital and social media along with mobile technologies remain at the top of the agenda of many marketing leaders. They are seen as critical paths for expanding their addressable market reach and growing the business.

While there is no doubt that digital marketing tools can boost the public awareness of a company and of its offers, while offering clients a personalized and interactive way of engaging with their brands, to achieve measurable business results, digital tools must be part of a company’s broader, well-thought out marketing strategy. Otherwise, it’s like spending money to generate more noise in an increasingly crowded marketplace. (more…)

Tech companies: Sell customer value rather than products

July 22, 2013

Sell customer value propostions rather than productsDuring our recent interactions and discussions with various technology firms in the software, Web and telecoms sectors, it seems that when commercializing their products and services, the majority focus on either promoting the features and characteristics they offer clients (e.g. A cloud-based file sharing services that syncs across mobile and desktop devices), or on the practical benefits that clients get from buying their offers (e.g. Simple, secure file sharing from anywhere).

While many companies offer leading edge, technology-based products and services, a large number end-up with a ‘me-too’ approach.

Such products and services usually lack a clear set of measurable advantages that come from using the offer as compared to the next best market alternative, including the unique value provided to prospective customers.

Does this really matter in our quickly-evolving technology marketplace? (more…)