Factors that influence your product marketing strategy success
Engineers are a discerning bunch when it comes to what parts to use in their design. This is true when choosing discrete and passive components, but especially true for IC selection. Processors, FPGAs, and other high-performance ICs are the driving force behind the increased functionality and capabilities that enable the development of smart devices, appliances, and systems. And engineers want to employ the components that best meet their design objectives.
The challenge for engineers in meeting this goal is where to find the best products when development time is limited. For many, the solution is to rely on previously used parts, colleague recommendations, and familiar online resources such as electronic component libraries. However, the number of components available and the competitiveness of the electronics industry necessitates that IC manufacturers develop and employ an effective digital marketing plan to ensure that engineers consider their new components.
This plan must be based on understanding how to connect with engineers where they are. Today that means online, and you should incorporate the major factors that make digital marketing campaigns successful. These include high visibility and access from a trusted web source, SEO based on high-quality content generation, and effective advertising. A product marketing strategy that incorporates these aspects, along with effective targeting of your engineering audience, will play a significant role in the success of the NPI for your IC(s).
Challenges of IC New Product Introduction
To be most effective, a marketing plan to introduce a new IC or other electronic component must be developed with an understanding of the challenges faced and solutions sought by engineers, as explained below.
A digital marketing strategy based on an understanding of the challenges above that seeks to provide the solutions listed aligns with the questions asked by engineers when considering a new product introduction or NPI for their design.
New Component Selection Questions by Engineers
- What are the latest components?
Knowing when new components are introduced is a major issue for engineers. Typically, this is not known unless an established relationship with a manufacturer includes regular communications like newsletters.
- What is the part quality?
Once a new part is located, the next question that engineers and PCBA designers have is, “does this part meet my requirements for functionality and reliability?” For critical industry electronics development–for example, defense, aerospace, and medical device systems where operational failures can have severe consequences–additional factors such as avoiding counterfeits are also critical.
- What is supply chain resilience?
Getting adequate quantities of components when you need them is a significant concern when opting for a new part. Long delay times and the inability to keep up with demand can be detrimental to the success of a new PCBA or electronics system.
The issues listed above should be central when developing your new product marketing strategy plan.
Planning Executing Your Product Marketing Strategy
The electronics industry is one of the most competitive, so gaining acceptance for a new IC can be challenging. Therefore, it is imperative that your product marketing strategy is based on sound digital marketing principles, places primary emphasis on identifying and connecting with your target audience, and addresses the challenges that engineers face when considering adopting a new part, as shown below.Successfully addressing these challenges, along with creating and presenting quality content that is meaningful are the keys to advancing the knowledge of and utilization of your new ICs by engineers.
For new products, it is not only important to reach seasoned electronic circuit board designers but also the next generation of engineers. Doing so the most effectively requires understanding how engineers utilize cyberspace and developing a digital marketing plan to connect and engage with them. You can optimize your product marketing strategy by ensuring that your ICs are available on the most visible parts resource on the internet.
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