Communication Strategy & Plan
Communicating in technology
Because a brand is more than just a logo, building a brand requires asking the right questions and applies to every interaction with its customers.
Lucile Montant
May 8, 2023
In any organization, a communication or promotional strategy serves as a “sub-strategy” that supports a higher-level strategy. The corporate communication strategy of a company serves its overall strategy, while the communication strategy for a market or product promotion serves the objectives and strategy of that particular market or product.
Building a communication strategy and plan involves determining the objectives, targets, priorities, timing and resources for both internal and external communication. Internal communication cis equally as important in the technology sector as external communication. For instance, when launching a new, highly technical product, it is crucial to inform and mobilize an international sales or partner network to explain and defend the new product’s value proposition to market players and customers.
This section explores and illustrates different aspects of communication and promotion strategy and plans in the B2B/B2G high-tech world.
Because a brand is more than just a logo, building a brand requires asking the right questions and applies to every interaction with its customers.
Communication and promotion in the technology world is different from that in the general public world mainly on three points: intensity, targets and modalities.
The communication plan or promotional communication plan is a plan that all companies design and implement. However, it has special characteristics in technology.
The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad. ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.
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