http://blog.themarketingpractice.com/itboomhunter/why-cant-every-it-company-be-a-harley-davidson 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Sat, 10 Jul 2010 22:14:09 +0100 http://wordpress.org/?v=2.8.4 hourly 1 http://blog.themarketingpractice.com/itboomhunter/why-cant-every-it-company-be-a-harley-davidson/comment-page-1#comment-1398 Roger Mon, 22 Jun 2009 09:28:49 +0000 http://blog.themarketingpractice.com/?p=957#comment-1398 I don't think that every company could be a Harley Davidson. Although there are lots of people with intimate familiarity with 2.0 communication mechanisms, very few REALLY understand how to use them. Most companies are attempting to leverage these new channels, but their efforts appear to be trite and clumsy. Although young, enthusiastic, high-achievers are important elements of a social marketing strategy, there needs to be a strategy. The difference between organizations that are really taking advantage of social media channels, and those that are failing, is a comprehensive strategy, with 2.0 channels intermingled with more traditional channels. I don’t think that every company could be a Harley Davidson. Although there are lots of people with intimate familiarity with 2.0 communication mechanisms, very few REALLY understand how to use them. Most companies are attempting to leverage these new channels, but their efforts appear to be trite and clumsy. Although young, enthusiastic, high-achievers are important elements of a social marketing strategy, there needs to be a strategy. The difference between organizations that are really taking advantage of social media channels, and those that are failing, is a comprehensive strategy, with 2.0 channels intermingled with more traditional channels.

]]> http://blog.themarketingpractice.com/itboomhunter/why-cant-every-it-company-be-a-harley-davidson/comment-page-1#comment-833 Lydia Fletcher Thu, 21 May 2009 15:47:11 +0000 http://blog.themarketingpractice.com/?p=957#comment-833 I think that every IT company COULD be a Harley-Davidson if they were willing to invest the time and money on an "experimental" campaigns that incorporate web 2.0 activity. Every company has young, energetic people who are familiar enough with Twitter, facebook, LinkedIn, etc to harness their potential, but I think most companies are put off by the reality that web 2.0 takes a significant investment of time to make it worthwhile -- unlike a DM or even email marketing, web 2.0 activities require daily committment in the long term. I think that every IT company COULD be a Harley-Davidson if they were willing to invest the time and money on an “experimental” campaigns that incorporate web 2.0 activity. Every company has young, energetic people who are familiar enough with Twitter, facebook, LinkedIn, etc to harness their potential, but I think most companies are put off by the reality that web 2.0 takes a significant investment of time to make it worthwhile — unlike a DM or even email marketing, web 2.0 activities require daily committment in the long term.

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