Understanding Challenges When Marketing Technology Products
This tool was developed by Napier to help clients understand the challenges they will face when marketing technology products.
Products can be high involvement: i.e. they require a lot of effort to select and buy, or they can be easy to choose and buy (low involvement). Equally customers may be highly invested in the product, thinking it’s really important to them (high involvement) or may have a low involvement with a purchase.
Marketing campaigns depend upon the position in this matrix. Where the customer and the product match, the marketing is easy, but there are problems marketing complex products to customers who are not highly involved.
