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首页> 外文会议>Conference on charting bold course: New worlds in user services >Why To Market IT Services And How To Do It
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Why To Market IT Services And How To Do It

机译：为什么销售IT服务以及如何做到

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Burgeoning IT budgets are competing for shrinking resources. Users have a bewildering array of support and technology options, many outside the traditional IT department. It's never been more important to justify the value of IT and to help users navigate their options, and marketing can be a critical tool. The speakers will explain the basics of marketing, which includes a set of research and communications techniques. Marketing can meet numerous objectives, including helping users understand how IT can help them, developing effective and useful services, promoting services & best practices, improving IT's reputation and determining how to price and package services. We will demonstrate the innovative marketing program at Yale University School of Medicine's IT department. Our marketing program includes a research initiative to enable us to understand our users' needs, evaluate our services, and examine the use of current services and the interest in new ones. We will present examples and give advice on designing and implementing an effective marketing research initiative. A communications initiative is the other component of our marketing program. We use a wide variety of communications media and techniques including mass and targeting emails; posters; brochures; an annual report; Web pages, sites and banner ads; events and presentations; plasma screen 'e-signs' in high traffic areas; videos; and personal contacts. We will provide examples of how we match these tools to a variety of communications needs and how a unified branding system provides coherence across media and messages. Finally, we'll discuss how we maintain our marketing program and the importance of wedding research with communications, drawing implications for IT service providers who wish to begin or improve their own marketing efforts.
机译：蓬勃发展的IT预算正在争夺资源萎缩。用户有一个令人眼花缭乱的支持和技术选择，许多外部的传统IT部门。证明它的价值并帮助用户导航其选项，并且营销可以是一个关键工具，从未如此重要。发言者将解释营销的基础知识，包括一套研发技术。营销可以满足众多目标，包括帮助用户了解它如何帮助他们，开发有效和有用的服务，促进服务和最佳做法，提高其声誉和确定如何价格和包装服务。我们将展示耶鲁大学医学院IT部门的创新营销计划。我们的营销计划包括一项研究计划，使我们能够了解我们的用户需求，评估我们的服务，并检查当前服务的使用和对新的兴趣。我们将提出示例，并在设计和实施有效的营销研究倡议方面提出建议。通信计划是我们营销计划的其他组成部分。我们使用各种各样的通信媒体和技术，包括质量和目标电子邮件;海报;小册子;年度报告;网页，网站和横幅广告;活动和演示;等离子屏幕在高交通区的“电子迹象”;视频;和个人联系人。我们将提供我们如何将这些工具与各种通信需求匹配以及统一品牌系统如何在媒体和消息中提供连贯性的例子。最后，我们将讨论我们如何维护我们的营销计划和婚礼研究与通信的重要性，对希望开始或提高自己的营销努力的IT服务提供商的影响。

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