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What is technology marketing?
Technology marketing, sometimes referred to as “high-technology marketing” is a field of marketing that is uniquely tailored to high technology products and innovations. Unlike marketing for traditional products, technology marketing requires adaptations to deal with the many complexities that arise in high technology markets; these complexities include: Each of these complicating factors --and more-- implies that marketing for high-technology products and innovations is more difficult than marketing for traditional types of products and services. Yet, paradoxically, many high-technology companies lack requisite competencies in marketing. For example, the personnel tasked with developing and executing marketing strategies often are not trained in marketing; rather, they tend to come from the engineering or scientific side of the company. Even the very meaning of the word "marketing" in these technology-oriented companies tends to be more tactical in nature (which trade shows to attend; what brochures and collateral materials need to be developed) than strategic.
 * customer anxiety about how to use the product, sometimes referred to as the FUD factor: fear, uncertainty, and doubt
 * worries over incompatible industry standards, for example, the infamous standards war between VHS and Betamax
 * concerns over whether the new technology will perform as promised, and whether users may experience any unintended consequences
 * difficulty in accurately forecasting market size and growth rates
 * the inability to rely on traditional methods of market research, such as customer surveys
 * the development of disruptive business models that radically change industry norms about revenue streams and pricing
 * rapid pace of obsolescence, making large investments in Research-and-Development risky
 * heavy reliance on partners in the innovation ecosystem
 * "network effects," where the value any one user gets from the product increases exponentially as more users adopt the same product
 * difficulty in valuating intellectual property, making it hard to acquire or sell know-how

Because of the complexities in the high-technology industry environment, marketing strategies must be sophisticated and adequately resourced in order to offer compelling, value-added solutions that meet customer needs. Although one would expect that superior technology a key success factor for companies competing in high-tech markets, what might surprise people is that superior marketing is also significantly related to market success. Indeed, many studies show that the combination of superior technology coupled with superior marketing creates the optimal synergies for highest odds of success in technology markets.