Although stiff competition is ubiquitous across industries, the High Tech industry has long been characterized by particularly intense competition and constant pressure. A report recently released by Adobe and Ovum reveals that the levels of competition and pressure are reaching new heights fueled by new entrants to the market, established vendors extending offerings, customer expectations evolving, and constrained budgets. High Tech organizations are responding to these pressures by investing in digital marketing. The 2017 “Digital Marketing in the High Tech Industry” report is based on telephone interviews from 200 High Tech businesses – covering the software, internet, consumer electronics, technology manufacturer, and professional/IT services subsectors. Questions spanned digital marketing priorities and challenges, the competitive landscape and investment strategies for High Tech organizations.
In this report, we highlight areas of particular pressure for High Te… Read More