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The Definition of Is

One of the more memorable moments in Bill Clinton’s presidency was his statement to the grand jury “It depends on what the meaning of the word ‘is’ is.” Marketers should take this well crafted statement to heart. Do you know the definition of ‘is’ as in “our product is better than our competitors?” Let’s back… Continue reading »


Same-ol’, Same-ol’ Marketing or Is Your Marketing Budget Insane?

Albert Einstein is frequently quoted as saying that the definition of insanity was “doing the same thing over and over again and expecting different results.” Another not-as-famous Einstein quote is “We cannot solve our problems with the same thinking we used when we created them.” Einstein’s book “Relativity: The Special and the General Theory” is… Continue reading »


Marketing Hi-Tech vs. No/Low-Tech Products – Differentiating Your Products

(This is part 2 of a two-part post on how ‘best practices’ in hi-tech marketing organizations differ from those found in no/low-tech firms.) In part 1 I highlighted some of the characteristics of hi-tech products and markets that marketers must take into consideration as they build their strategies, tactics, budgets and programs. The attributes covered… Continue reading »


Marketing Hi-Tech vs. No/Low-Tech Products – What’s The Big Deal?

(This is part 1 of a two-part post on how ‘best practices’ in hi-tech marketing organizations differ from those found in no/low-tech firms.) Given that TechMarketeers positions itself as ‘specialists in hi-tech marketing,’ it is almost inevitable that we get asked “what’s so different about hi-tech marketing?” early in our discussions with prospects. “Marketing is… Continue reading »


QR Codes are Beginning to Match the Hype

QR codes seem to finally be matching the hype that has enveloped 2D bar codes for over 10 years. With the proliferation of smartphones, scanning apps and awareness, QR codes are finally becoming an effective tool for driving offline-to-online connections. As with the early days of the Internet, marketers are still trying to figure out… Continue reading »


What’s In and What’s On-the-Way Out in 2011

Happy New Year.  The end-of-year festivities, such as the last minute push to close a big deal, holiday parties and the annual budgeting process, are over.  Your budgets are locked, the product roadmap is finalized (for at least a week or two!) and your marketing calendar is loaded with exciting product announcements, tradeshows, website renovations… Continue reading »


What Do You Do Anyway?

When you begin even the simplest marketing campaign it’s easy to get caught up in fancy graphics, pictures and color schemes. Please remember that they all send a message be sure it’s the one you want! This may sound simple but you would be amazed at how many expensive ads and promotions I have seen… Continue reading »


Marketing ROI – Fact or Fiction

For many companies big and small, the 4th quarter means it’s planning and budgeting time for the next fiscal year.  Executives grapple with the challenge of ensuring that goals are well defined and clearly articulated and that resources to achieve these goals are effectively allocated across the organization.  Commonly used in the financial world, return… Continue reading »


Know Your Enemy

The great warrior Sun Tzu said “If you know the enemy and know yourself, your victory will not stand in doubt.” The book the Art of War has become prescribed reading for anybody in sales and marketing and so it should, if you have never read it, go and pick up a copy – it’s… Continue reading »


Don’t use the Shotgun!

Unless you have an infinite marketing budget (if you do please call us NOW ) then getting the best bang for every marketing buck is crucial. Broad untargeted campaigns cost a lot of $$ and lack direction and motivation for potential buyers. It’s like using a shotgun where you are hoping that the spread of… Continue reading »

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