To maximize effectiveness, IT suppliers have to tune their approach when devising marketing programs. They must: Focus on thought-leadership content, rather than relying on campaigns to raise profile and improve brand image.
* Use influencer channels as much as direct-to-customer marketing, while fully exploiting new routes through social media
* Aim for programs that build long-term relationships: packaging and delivering value-adding content through integrated, multi-channel, strategic programs.
* Bring quality ideas to actual and...