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From the Isurus Archives: Entering new markets

Faced with the need to increase revenue, technology vendors often view expanding the markets they serve as the best opportunity available. Unfortunately, when vendors enter new markets they sometimes overlook the importance of branding and market perceptions and the realities of the new marketplace. Successful market entry requires discipline, resources and a thorough understanding of the new segment.

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Cultural Lenses

Most US based marketers are aware that they need to take cultural differences into account when they extend their products into new regions around the globe. What they sometimes miss is that even with the United States different market sectors often have unique cultures that inform the decisions they make regarding business strategies and investment.

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Your perceptions vs. market perceptions: How well do they align?

Generalizing one’s own experiences and opinions to the rest of the world has its pitfalls, and is one of the fundamental reasons to do primary market research.  Case in point: Heat, a San Francisco based ad agency, recently released data from its own study comparing use of social media among ad agency professionals to “normal people”.  The results show a huge difference in use of social media platforms:  For example, 92% of ad agency professionals have a Twitter account versus 39% of the general population.   Major differences also exist for social media services like Google+, Instagram, Pinterest and others.

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From the Isurus Archives: The strategic IT function

At Isurus, we’ve noticed an evolution in organizational behavior with implications for marketers of enterprise technology. In a growing number of organizations, senior business executives and senior IT professionals are developing a common vision and understanding of the strategic role of technology.

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