Wednesday, May 2, 2012

How to secure the leading position in technology industry?

Market the future concept to show ambition and know the consumers more. 

Technology industry is now competitive than ever. Innovations happen every moment. Biggest challenge for marketers in technology industry: how to help a brand to secure its leading position in the industry? Show the ambition and understand your customers.

Released on April 4th, Google’s “Project Glass” shows its ambition of future technology. It has already generated 14 million views. Is it a good timing to market the unfinished product – say even a conceptual product? For most of us, as marketers, what we really want to figure out is what does Google want from this marketing campaign? The answer is simple: Consumer feedback and brand image enhancement.

Google is not the only one to pursue this strategy. Microsoft and Samsung unveiled their own conceptual video as well – Microsoft in 2019 and Samsung 2015. Find anything in common among these three cases? Yes, they are all leading companies in the industry. The goal above the line is to show off the company’s capability and creating a blueprint of future life to consumers. Companies want to show to the consumers that they own the industry and is capable to offer the consumers a better future life.

Is there any hidden goal behind the campaign? Those leading companies can look deeper into consumers’ response through this kind of campaign. Project Glass has already generated 14 million views and both positive and negative comments. From all the comments, Google can understand more about the consumers’ imagination towards the future life and see whether the company’s future blueprint will fit or not. By understanding the negative comments, Google is able to identify which kind of technology is unrealistic for consumers and drop it in their future plan.

Marketing in high-tech industry, what can we take advantage from Google’s Project Glass?
1.     Brand image enhancement: If you want to impress the consumers and strengthen your brand image as a leading brand, unveiling your blueprint is not a bad way. Take the inventor spot as quick as you can to impress the consumers.
2.     Creative idea is a must: If you are a marketer, it’s time to come up creative ideas by leveraging the future technology. Get the sense about what consumers expect and how you can utilize the technology as marketing tools.
3.     Take advantage from consumers’ feedback: Listen to the consumers is always the key. Show them your ambitious and listen carefully to what they respond. It would help you to readjust your blueprint.

      Casey Lin is a Medill IMC Graduate student at Northwestern University. She is very enthusiastic about marketing, especially in technology industry. Follower Casey on Twitter  @Caseylin_NW.

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