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I chuckled to myself when I saw this tech PR survey coverage on the Techworld IT news site today. If you've been exposed to the technology media over the last decade, you'll have seen numerous variations on its theme of 'XX per cent of businesses not backing up their data'. It's one of a number of PR research stories that gets churned out in different guises again and again

If you are a VAR or systems integrator do you take your PR and marketing messaging seriously?I've come across VARs who say they are closely aligned to a specific vendor so don't need to bother too much with PR and creating a strong separate brand identity.  So I was interested to see this post from a US technology marketing agency which tells how US VARs are starting to work harder to differentiate themselves from their big vendor partners.

If you're using email marketing, you're more likely to get your targets to click on links if you offer something you've had to spend a fair chunk of budget to create - such as a research report or a white paper - right?  Not necessarily.  In a study by IDG Connect, technology buyers said they were most likely to click on email links which offer them 'news and articles'.  Links to 'Competitive comparisons and buyers' guides' came second.

Just because you have a press release explaining how a customer is successfully using your technology, doesn't mean you'll always get media coverage. One journalist from an online IT publication told me recently "new implementations are installed every day, so we can't cover every announcement."  And some tech news sites have told me they don't cover customer stories at all anymore.