When Cisco needed to promote their new Digital Network Architecture offerings, they turned to Agency Ingram Micro for help creating a campaign that would attract attention and help communicate the urgency of the need to upgrade their customers’ infrastructures.
“The goal was to convert everyone’s IT to digital,” says Dirk Vandeman, who worked as one of the copywriters on the project. “The call to action was simply to get resellers to sign their end users up for an assessment, and that would help to get the conversation started about the coming digitization of technology.”
When working to create the campaign message, Vandeman hit upon the “IZATION” concept based on something he had heard in a video clip. “Alan Watts mentioned the ‘Los Angelization’ of America,” he says. “That got me thinking about how the suffix itself refers to significant change in this digital landscape. The digitization, mobilization, securitization, globalization of technology was really perfectly summarized by this ‘IZATION’ effect.”
Whether it’s a server replacement, critical infrastructure upgrade or identifying a new IT solution provider, the IT buying experience can be complex for a prospective customer—from the teams exploring and evaluating the desired solution to making the final purchase. Are you investing in the right kinds of sales and marketing capabilities to respond to your buyer’s needs to help them along their journey from exploration to the final purchase?
A recent IDC IT buyer experience survey confirms that IT buyers rely on digital sources like your website, blog and social media to help them with their decision-making. Yet, they still value communication with their peers and your sales team and direct experiences like product demos. Your biggest marketing payoffs will be gained by investing in the following capabilities:
Last year, RKON, a leading IT managed services provider and Ingram Micro partner, presented Agency Ingram Micro with a challenge: The Chicago-based company was looking to raise its profile and step up its marketing game in a fiercely competitive arena.
Working together, we decided RKON needed a rebrand to more directly communicate its unique differentiation—and the key reason it was named one of Inc. Magazine’s 500 fastest growing private companies in 2014: RKON’s elite team of experts in cloud, emerging and advanced technologies, and professional services for the Fortune 2000 had become known for its ability to address particularly complex IT challenges—“the real tough problems” many of their competitors aren’t equipped or willing to take on.
And why it’s the biggest bang for your advertising buck
If you’re not advertising on Facebook, you’re missing out on the one platform that stretches your online and offline marketing dollars the most. Read the 6 reasons you should advertise on Facebook.
Sure, digital content can be an effective way to get your company’s sales message across. But it only goes so far in solidifying customer relationships. For that, you need to support it with brand experiences—the opportunity for your customers to personally engage with your company.
Brand experience is a hot topic in marketing today. Consumers are looking for more than just a product or service to purchase. They’re looking for meaningful experiences that validate and make them feel good about their brand preferences. Even more than that, they want to feel part of a community of brand loyalists.
Is your mobile-unfriendly website driving customers away?
In a world with more mobile devices than people, a mobile-optimized website is a must-have, especially as more technology buyers make decisions from tablets and smartphones. According to a survey by Google Research, users are five times more likely to abandon a site that isn’t mobile-friendly, so it’s critical to get your site up to speed to avoid alienating potential customers. Here are a few pointers.
Jennifer Anaya, vice president, marketing, Ingram Micro North America
Our mission at Agency Ingram Micro is to make it easy for you to market your business and services and shorten the sales cycle. We recognize that keeping up with the latest marketing and digital marketing trends can be challenging. And, let’s face it, the way technology business decisions are being made is lengthening the sales process. Now, there’s an ever-increasing need to target the right sales content to the right business decision-maker and technology leader and we’re here to help.
Millennials…have you heard that term being thrown around daily?
How do we communicate with millennials? They don’t talk like us, they use pictures (emojis) and shortened, 140 character communications to converse.
Their communications look something like this:
I even overheard a conversation the other day where someone mentioned that the “period” as punctuation, is dead.
Some of Ingram Micro’s numbers are sooo astronomical, it can be difficult to get a sense of their size. We’ve used similes, metaphors and even geography, just to get our heads around them. And they’re always growing. In fact, since this video was released, our warehouse space has gone from 12.8 million square feet—the size of Monaco to 16.2 million—what country is that?
One thing is clear: it’s the people behind the numbers that really make us successful—over 27,000 unique individuals worldwide. These integral roles include accountants, account managers, buyers, creative directors, designers, media buyers, receptionists, salespeople, technical engineers, traffic managers and web developers. Without them, we wouldn’t have $46.6 billion in revenue or sales in 160 countries. Needless to say, without our manufacturers, partners, their clients, and all the people out there who help us help you Realize the Power of Technology, all these great numbers would just be a dream.
Contributed by Dirk Vandeman, Senior Writer, Agency Ingram Micro