For years, buying technology has been the remit of the CIO or IT Director, depending on the size of the organisation. They had the power to determine the IT infrastructure, hardware, software and any technology devices. They had control over budgets and of suppliers. These days, things are very different.

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Most technology companies have a simple brochure-style website, which – as the name suggests – has the function of showcasing products or services. These sites carry some details – perhaps ‘about us’, ‘what we do’ and, of course, ‘contact details’ – but aren’t there to simply to make sales. Their purpose is more to provide another platform on which to engage with customers and find potential leads.

But simple though they are, brochure-style websites still need to function effectively if they are to be found by potential customers. (Continue reading…)

Direct digital marketing is about getting a desired response from your customers. While traditional direct marketing isn’t really suited to the internet, applying its principles can still be effective online. Here’s an outline of how the principles of direct marketing are being used in the digital space.

Test and learn

Some of the foundations of traditional direct marketing work well online. For instance, the test and learn principle. If you’re not sure what kind of marketing message, price offer or creative route is best for your business, a limited trial of different messages or designs may be the best way to determine how to get the most bang for your buck. (Continue reading…)