Opportunities to publicize products, promote sales and build prospect and customer relationships over electronic media should be exploited by tech innovators marketing products and/or services to enterprise businesses as well as large groups of users in the public and not for profit sectors. In fact, ignore these opportunities at your peril. When this group of buyers needs to purchase a solution they will research markets, and select purchasing options through online activities, including Internet search along with a review of web page content that speaks to their needs. All of this translates into a general tendency to reach out to sales at a later stage in a purchase decision, generally when pricing and availability need to be determined.
We need to presently add “gauging vendor reputation” to the above list. The fact is that social media is playing a significant role in the online behavior of buyers today. Therefore, tech innovators must maintain thorough familiarity with their online reputation as well as with prospect perception of product and services. After all, massive businesses like Dell Computers, HP, etc. have crafted social media features into their online customer support options. We think these companies gain important perspective on just how a marketplace perceives their brand through participation in these venues. Further, we think that certainly, over time, this specific class of buyers — enterprise business and large groups in the public and not for profit sectors — will make even more use of social media. The realities are that successfully implementing an internal Twitter, or FaceBook like online feature will cost substantially less than the cost of hosting legacy user conferences, etc.
These buyers are making the requisite effort to get these online social venues to work. For example, we have learned recently of a coming approval for NewsGator, a social media add on for Microsoft® SharePoint® by a very large asset management firm headquartered here in the United States. This approval is important. The approval demonstrates that even within a heavily regulated business sector like Asset Management, businesses are taking the necessary steps to craft social media into authorized tools. In our opinion the obvious justification for this level of effort is the tremendous cost savings that these firms will realize through implementing a successful social program with their external counterparts, meaning prospects, customers and other industry participants.
We are very interested in this type of development. If your firm would like to learn more about this industry trend, then please contact Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at email@example.com.
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