Information Highways

Marketing: A Management Thought Starter

Between gyrating markets, tough fiscal constraints and very knowledgeable purchasers, vendors of content-based products and services are having to modify traditional marketing techniques to focus on adoption of e-Content solutions among user populations, and impact on business outcomes for customer organizations. This Brief provides an overview of the marketing challenges faced by the e-Content industry and suggests new approaches through case examples from successful initiatives. A checklist for effective marketing planning in an e-Content context will provide members with valuable ideas for positioning products and services so that they address customers’ value propositions.

For over 30 years, facilitator and author Tony Long has guided senior executives along the complex path of marketing decision-making. He has provided marketing counsel and services to large and small organizations in the technology, consumer packaged goods, B2B, retail, services, and government sectors. Since 1994 Mr. Long has concentrated almost exclusively on working with clients to better use digital content and technologies in their business processes and marketing. In 1998-99, Mr. Long was employed by his former client, AOL Canada, as general manager of its Canadian CompuServe business.

October 3, 2002
Tony Long, The Long Group