In security-technology marketing, saying “newest” doesn’t convey “more useful”

Posted: November 13, 2012 in CIOs, content creation, Customer loyalty, customers/buyers, marketing, PR, sales, Silicon Valley, value propositions, vendors
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Id Theft
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In a recent issue of Dark Reading, Tim Wilson writes that there is a “happy medium” between grabbing the latest technology at every opportunity and holding onto technologies that are clearly outdated: “The digital certificate is one ‘old’ technology worth another look”, he said. We concur. Security vendors need to factor customer value into their marketing initiatives, especially in how they position and promote all things “new” in the content of their market outreach.  Digital certificates are not invulnerable. They can be breached by the more sophisticated attackers out there, but —  they can still secure your data.  They also can prevent the vast majority of attackers from getting away with pretending they are someone they’re not. “And”, he writes, “there is still great value in that”.

The lesson for technology marketing content creators: Because something is new does not make it inherently more valuable.  “New” may merit a press announcement, but it does not necessarily justify a purchase. Marketing content must still contain–and convey–a real value proposition to the user.  Only then will a purchase be truly compelling to the most buyers.

What does your marketing content routinely contain that establishes and conveys value?  What are you doing to ensure consistent standards for customer value?  How are you communicating it in your marketing content?

(When he is not posting on his namesake blog, Stan DeVaughn sees that technology companies place priority on customer value in their marketing content and communications.  You can also read him on The Write Stuff, the blog of technology writing service Write Angle.)

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