The noise level in the tech industry is a loud and chaotic. In order to be seen and heard, every company must punch their way through this noise. Companies get help doing this with ad agencies, PR, Industry Analysts, Influencers and the media. Let’s take a look at the differences between each and why companies need to work with them all.
As an Industry Analyst for more than thirty years, I am also a columnist, and have become a key industry influencer. So, let me share what I have learned to help you better understand and maximize your chances of success.
As a senior executive, you want to win in the competitive marketplace. So, it is important to have a clear understanding of the differences between Tech Analysts and Influencers and use them both in the competitive battle.
You know how important it is for every company to have their story told and understood by investors, customers, workers, the media and the industry.
That’s half the battle. The other half is the winning strategy to achieve this goal.
If you want to win in a competitive marketplace, being seen and heard in the chaotic and noisy industry is key to breaking out from the crowd.
To accomplish this, there are several different groups, and they all operate differently. Remember, marketing includes areas like advertising, public relations, industry analyst relations and influencers.
Ad Agencies use information gathered by, created by or approved by the company. Customers understand that this is the company blowing its own horn. The sole purpose is to raise the corporate or produce profile and increase market share.
Media relations is another important segment. This uses public relations. It is vital that companies both understand how to and tell their own stories.
That way these stories can be positive and add to their success. Companies whose PR group does not have a good relationship with the media, or who do not tell their own story, must suffer the consequences of a media who tells their story from their individual perspective. This can create problems that need constant correction.
The next part of the marketing mix is getting positive commentary from industry experts. This is a kind of trustworthy endorsement by an objective third party and can be a very important piece of the larger marketing puzzle for every company.
In a noisy and competitive industry, Analysts and to a different extent Influencers are both key to success.
After all, with all the noise and confusion generated on a daily basis by competitors and other voices, companies must break through that noise level and get their message heard.
This challenge is easier for some and harder for others.
