TechTransform, 21 February 2002: Have you noticed that the tech comeback is about reality in technology, companies, revenue, marketing?
It's back to basics, with a vengeance. The high-flying stuff is gone and discredited - but, quietly, much business is being done. A friend of a friend just signed a five MILLION dollar software development contract, and Stu Sjouwerman's Sunbelt Software is soaring on the Inc. 500. Go Stu!
So in tech marketing, what's real? Here's my list:
1. Affiliate networks. Guess what, you can now recruit and manage your strategic partner network and even your resellers with an old-fashioned affiliate marketing system. Cool, huh? That's because they're on the internet too. (Better do it right, though.) More
2. Great web-based user communication. The networks that are doing great, like eUniverse, understand how to help people communicate with each other and with merchants. Check out their huge Flowgo network.
3. Wireless is booming hot, if you know what to do. Agencies like AdScience know how to build wireless-real sites. Jon Schreiber's Infinite Mobility found profitability in mobile software for NBA scouts, for heaven's sake. But location-based marketing? Hmmm, not quite there yet.
4. Know a good PR person? Yes, after a period where PR people had to go take jobs in the auto detailing industry (just joking!), clients have now realized the value of really good publicity and are looking for effective PR people. But ... need I say it has to be real and totally one with your partner strategy?
What about us? You bet, we like the Real. We especially like those partner networks and those dialog-friendly websites.
Let me know what you think. This is turning into an interesting year!