Technology, acronyms and the consumer

Technology, acronyms and the consumer, not exactly a natural mix. You may have the best product in the market, one that offers you a true USP, but unless potential clients know it you will not realise the true potential of your business.

The telecoms and IT market is evolving more quickly than most people can keep apace with however what is the point of driving new technologies and unearthing new revenue streams if they don't lead to new business growth. In an industry overflowing with acronyms we already run the risk of alienating the average consumer and to further exasperate the issue we struggle to find the language to explain in laymen's terms what it is we are actually offering. For example, EFM is undoubtedly an exciting product offering huge potential to resellers but what does it really mean to the Managing Director or Finance Director of a small, medium enterprise?

Appropriate marketing of these technologies is imperative to their uptake. Immediate recognition of the benefits is essential whilst creative and accessible plans can differentiate you from your competitors.

Companies who successfully deploy a well-executed product launch and marketing strategy will address this throughout all collateral and media. They will reduce the message to their clients to such a degree that only the true benefits remain and they will package the product, or service, to make it most desirable to their target market. They will ensure consistency in all communications and utilise appropriate methods to create awareness and position their brand appropriately. They will also bid farewell to the dreaded acronym or seek appropriate ways to manage them into becoming user friendly.

The Telecoms and IT market is an exciting place to be and as long as the services are marketed effectively the dynamic evolution of technology can help future proof resale businesses. Making the technologies we sell accessible is a challenge for most marketers but it quite simply should be the priority.