We all know that a key to technology success is user-friendliness. Consumer hardware is “plug and play.” And software – both consumer and B2B – should require no particular expertise from the end-user. Gone are the days when you needed a 500 page manual on your desk in order to be able to use an application. All the hard work is at the back-end, where the user never sees it.
And so it is with marketing.
The best marketing programs have an elegant simplicity about them. The message shines through, simple, clear, and easy to grasp. The wide variety of mechanisms we use to reach out to a potential audience all work together, with a synchronization that is smooth enough, cohesive enough to be both self-evident and transparent to the casual viewer.
But, as with software, the simpler it seems at first blush, the more back-end effort is required
Effective marketing, just as with commercially successful technology, demands blood, sweat, and tears that...