TV_Advertising

Why are big technology brands back on TV?

Forget Samsung, Apple, LG and anyone else dangling shiny gadgets in front of drooling consumers. We’re talking enterprise tech vendors – the movers and shakers of the big business world. They stopped investing in TV around the time the rest of us started buying flat screens. Now they’re back on the box, and committing substantial…

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Forget Samsung, Apple, LG and anyone else dangling shiny gadgets in front of drooling consumers.

We’re talking enterprise tech vendors – the movers and shakers of the big business world.

They stopped investing in TV around the time the rest of us started buying flat screens.

Now they’re back on the box, and committing substantial budgets, as these three recent examples demonstrate:

IBM cloud

HP Sprout

Cisco Internet of Everything

Hang on, though.

TV’s great for cat food and soap powder, but don’t the people who buy technology get their information from white papers, solution briefs and PowerPoint presentations?

Well, yes they do, if they work in IT.

But increasingly, the people who buy technology don’t work in IT. Instead, they run the business that runs on IT.

And here’s the kicker – they neither know nor care how the stuff works. They just want to get their app live, or their new product to market faster, without going through the traditional tech procurement rigmarole.

This is the phenomenon dubbed ‘Shadow IT’, where IT departments are bypassed or ignored in the purchasing process.

A recent survey by Cisco Consulting Services and Intel – Impact of Cloud on IT Consumption Models – claimed the UK had reached a tipping point, with lines of business (LOBs) controlling 45% of IT funding.

And IDC predicts that LOB executives will be directly involved in 80% of new IT investments by 2016, taking the lead decision-making role in at least half of those.

Suddenly, reaching a non-technical, widespread, disparate audience through a proven generalist broadcast medium makes a lot of sense.

So, two questions: who is really buying your product or service?

And what’s the best way to reach them?

 

Red_Mug

Digital is a tool, not a universal panacea

“The medium is the message” is a phrase coined by communication theory philosopher Marshall McLuhan – meaning that the form of a  medium  embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived. Back in the 1960s, this was revolutionary thinking. The idea that how a brand was seen could…

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Author: Rod Hirsch

Rod Hirsch

Copywriter Rod has been practicing his craft “for longer than I care to remember”. Longer than he can remember, more like…