Technical content marketing along the technology adoption lifecycle

2021 ◽  
Vol 9 (2) ◽  
pp. 27-35
Author(s):  
Scott A. Mogull
Keyword(s):  
Technology Adoption ◽  
Marketing Strategy ◽  
Product Life Cycle ◽  
Consumer Products ◽  
Technical Product ◽  
Technical Content ◽  
Technical Innovations ◽  
Technical Products ◽  
Content Marketing

This article provides an overview of technical content marketing and examines the audiences and messaging for technical product messaging, which differ from general consumer products. Notably, technical products, particularly those in innovative categories, require a varying marketing strategy throughout the technology adoption lifecycle as products appeal to customers with different attitudes towards technologies. Especially, content marketing for innovative technologies requires an understanding of the technical consumers' (or audiences') psychological motivations and needs, which have yet to be reviewed in the technical communication literature. In this article, the foundations of marketing innovative technical products are explored, with a specific focus on the messaging strategies as it changes to educate and persuade different categories of technology consumers during different phases of the technology adoption lifecycle. For new technical products and categories of products, the messages and channels of information evolve as the technical innovation progresses from the early market to a mainstream market, with both requiring adaptation to different audience segments and in response to emerging competitive pressures. For the majority of technical innovations, the technical content marketing strategy and messaging is a long-term investment for change to reach different consumer groups at the appropriate stage of the technical product life cycle.

EXPRESS: How Does Bonus Payment Affect the Demand for Auto Loans and Their Delinquency?

2021 ◽  
pp. 002224372110092
Author(s):  
Zhenling Jiang ◽  
Dennis J. Zhang ◽  
Tat Chan
Keyword(s):  
Consumer Products ◽  
Data Set ◽  
Financial Decisions ◽  
Consumer Panel ◽  
Loan Demand ◽  
Bonus Payments ◽  
Base Salary ◽  
Long Term Impact ◽  
Shed Light

This paper studies how receiving a bonus changes the consumers’ demand for auto loans and the risk of future delinquency. Unlike traditional consumer products, auto loans have a long-term impact on consumers’ financial state because of the monthly payment obligation. Using a large consumer panel data set of credit and employment information, the authors find that receiving a bonus increases auto loan demand by 21 percent. These loans, however, are associated with higher risk, as the delinquency rate increases by 18.5 −31.4 percent depending on different measures. In contrast, an increase in consumers’ base salary will increase the demand for auto loans but not the delinquency. By comparing consumers with bonuses with those without bonuses, the authors find that bonus payments lead to both demand expansion and demand shifting on auto loans. The empirical findings help shed light on how consumers make financial decisions and have important implications for financial institutions on when demand for auto loans and the associated risk arise.

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

Strategi Pemasaran Produk Asuransi Investasi di Indonesia

2021 ◽  
Vol 5 (2) ◽  
pp. 183-194
Author(s):  
Aida Lasmi ◽  
Nuri Aslami
Keyword(s):  
Qualitative Analysis ◽  
Marketing Strategy ◽  
Good Service ◽  
The Public ◽  
Depth Analysis ◽  
The Right ◽  
Customer Trust ◽  
Strategy Marketing

Today's Indonesian people have a high desire to protect themselves with iberinsurance and even invest while being insured. Insurance has slowly become a necessity for the community as a form of protection and investment in the medium and long term. For investment insurers, a person does not need to manage the purchased policy, it is enough to pay the initial investment premium and then everything is managed by the police issuer, so that it is convenient for the public to use it according to their needs and provisions. The purpose of this research is to find out the implementation of the marketing strategy for investment insurance products at PT AXAi Mandiri Financiali Services (Axa Mandiri) in attracting customers through analyzing the strengths, weaknesses, opportunities and threats faced and simulating premiums on investment insurance products, explaining the qualitative analysis used by the company in depth analysis. The results obtained are that the company iAxa Mandirii increases customer trust by sharpening aspects of its marketing strategy, which begins with identifying the aspects that underlie the preparation of insurance which focuses on investment, determining the brand to be more recognizable by the wider community, a strong personal team, good service, the right choice of products and quality, the right premium, Attractive product packagingii and continuous promotion are the overall strengths applied by Axa Mandiri.  Keywords: strategy, marketing, insurance, investment

Sign in / Sign up

Export Citation Format

Share Document