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It’s Time to Apply Marketing to IT

Author: Robin Gareiss, President & Founder

Nirvana for an IT professional is delivering an incredible new service that has profound impact on his or her company, employees, or customers. Apps and services that encourage collaboration are great candidates for this state of nirvana. But all too many organizations start their efforts with two strikes against them because they have no plans to effectively marketing the services.

Fortunately, organizations are beginning to address this deficiency in IT service adoption by establishing “User Awareness and Adoption” (UAA) programs. Nemertes has worked with various organizations and conducted research on UAA, with compelling results.

This report reviews Nemertes’ Eight-Step Plan for establishing a successful UAA program, addressing such questions as staffing, business case, budget, raising awareness, training, and measuring change. We also provide 15 of the top marketing tactics that result in success.


Table of Contents
  • TABLE OF FIGURES
  • EXECUTIVE SUMMARY
  • THE ISSUE
  • UAA BASICS
    • WHY IS UAA IMPORTANT?
    • OLD HABITS DIE HARD
  • USER AWARENESS AND ADOPTION: THE 8-STEP PLAN
    • PHASE 1: IDENTIFY THE STAFF
    • PHASE 2: ESTABLISH BUSINESS VALUE
    • PHASE 3: SET THE BASELINE
    • PHASE 4: SECURE THE BUDGET
    • PHASE 5: RAISE PRELIMINARY AWARENESS
    • PHASE 6: RAISE DETAILED AWARENESS
    • PHASE 7: CONDUCT TRAINING, DRIVE ADOPTION
    • PHASE 8: MEASURE RESULTS, REVISE MARKETING PLAN, EXPAND
  • TACTICS THAT WORK
  • CONCLUSION AND RECOMMENDATIONS



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