Product announcements need to be accompanied by every relative piece of documentation,
from help files to new entries in the FAQ. The curious will read these with avid interest;
failing to provide them will turn red-hot interest into stone-cold apathy. The world is
far too busy a place to warrant the company or its product a second thought.
Embrace new technology (the rise of mobile access)
Every few years, a new technology enters the consumer market that forces companies to
rethink their marketing efforts. Savvy marketers will see these coming long before they hit
critical mass with the general populace, but these paradigm-shifting events are happening
in much shorter intervals with an ever-shrinking adoption period. For instance, telephones
took nearly 40 years to reach commercial saturation. Websites took only a few, from the
public announcement in 1991 to the realization in 1996 that a web presence was mandatory
for businesses to compete.
Today, maintaining a corporate website is simply accepted??”it??™s just something companies
do. But existing in the digital realm is not enough; it??™s like building a headquarters and
leaving it empty.
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