According to the data of the Gartner analytical company, the value of the global IT market in 2019 was over USD 2.4 trillion. In 2012-19, it grew by 3.4% per year. And the epidemic has not slowed this trend down at all. The IT sector is still not saturated with products and services that support the work or daily functioning of companies. However, this does not mean that there is no competition in the industry. Strategic plan companies from the IT sector is setting a goal, the implementation of which will allow you to fight for the position of a leader in the industry. The implementation of activities in the area of internet marketing will certainly help in this.
In IT, it is not only knowledge that counts
The basic assumption of strategic management is to strive to learn about the current situation of the company. The key is to know the factors that influence it, as well as the opportunities and threats. On the basis of this knowledge, the goals of the activity and the means of achieving them are determined. The strategic plan of companies from the IT sector should include both the global vision of the company and goals for individual areas of its activity. The essence is to indicate specifically defined indicators. Business likes numbers because numbers never lie. Internet marketing activities are also measurable. - explains Sebastian Kopiej from Commplace.
The mandatory indicators should include:
- Unique website visitors
- number of clients
- Number of website views
- The position of the domain in the search results
- The number of clicks on the "contact" or "order now" tab on the website
- ROI of advertising campaigns
- Number of inquiries and their value
- Brand vs. Competition (market share, growth, advantages)
- Number of contracts signed
The implementation of a marketing strategy requires a detailed plan and tools that define the manner of carrying out activities leading to the achievement of the assumed goal. The strategic plan of companies should also include a detailed budget and an assessment of the profitability of using individual online marketing tools.
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What marketing tools does the strategic plan of IT companies need?
IT companies are forced to constantly implement various types of innovations. They often cooperate with universities and research and development units in creating unique technological and organizational solutions. They employ highly qualified staff and attach great importance to constant improvement of qualifications. They also cooperate with specialists in the field of PR and marketing. The strategy for these activities should be based on the specific culture of companies from the IT industry. Promoting achievement, innovation, risk and knowledge-based development.
– The strategic plan of an IT company should take into account all available internet marketing tools in an effective and consistent manner. Not all enterprises are able to quickly adapt to changing market conditions, and in the case of the new technologies industry, they sometimes change overnight.. - notes Sebastian Kopiej.
The activities in the area of internet marketing that should be included in the strategic plan of companies include:
- SEO area
- campaigns Google Ads
- original content hub
- obtaining references
- E-PR
– Employer branding (especially in the case of problems with recruiting new employees).
The current direction of development of IT companies is determined by the growing popularity of outsourcing various types of activities. Also in the area of PR and marketing. This tactic allows them not only to reduce costs, but also to focus on other business goals. Mutual cooperation, trust and partnership should always be the basis for the success of this strategy.