The dynamics of technology product marketing create a lot of challenges for promotional marketers. It’s the very nature of this environment, however, that makes promotion such a powerful tool.
Markets and channels are changing dramatically, product lifecycles are more compressed than ever, and everything seems to happen at the speed of light. Meanwhile, promotions and programs need to support both long- and short-term initiative in sales, marketing, brand awareness and training, service — virtually every component of the mix. That’s why it’s critical for marketing managers to understand how to use promotion strategically. When executed correctly, promotions can supercharge an overall marketing effort.