Was ist Engineering as Marketing?

Engineering as Marketing is a marketing strategy in which companies create engineering resources, tools, or applications to reach and influence their target audience. The goal of this strategy is to provide customers with valuable resources to solve their problems or make their tasks easier, thereby gaining customer trust and loyalty.

An example of engineering as marketing is the creation of free tools or applications tailored to the needs of the target group. These tools can help solve customer problems or help them complete their tasks. By providing such resources free of charge, companies can gain the trust and loyalty of their customers by providing value and building a long-term relationship.

Engineering as Marketing can also help improve brand image and increase brand reach. Companies that successfully implement this strategy can strengthen their position as market leaders in their industry and establish themselves as a trusted solution provider.

What are the requirements for a career in engineering as marketing?

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A career in Engineering as Marketing requires a combination of technical and marketing skills. Some of the requirements that are beneficial for a career in Engineering as Marketing are:

• Technical Knowledge: An understanding of technology and programming is required to create and market technical resources, tools, or applications.
• Marketing Knowledge: An understanding of marketing and market research is required to understand the needs of the target audience and market the resources effectively.
• Creativity: A creative mindset is required to develop unique and valuable resources for the target audience that meet their needs.
• Analytical Skills: The ability to analyze and interpret data is important to measure and improve the effectiveness of resources and marketing campaigns.
• Communication Skills: Strong communication skills are required to make technical information understandable to a non-technical audience and to communicate the benefits of the resources.
• Teamwork skills: Collaboration with other teams, including developers, designers, and marketers, is necessary to create and market resources.

Depending on the company and industry, additional skills may be required to be successful in Engineering as Marketing. A career in engineering as marketing also requires continued education and acquisition of new skills to keep up with the latest technologies and marketing trends.

What are the activities in Engineering as Marketing?

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In Engineering as Marketing, various activities are necessary to create and market technical resources, tools or applications. Some of the activities that can be carried out in Engineering as Marketing are:

• Identification of needs and problems: To create effective resources for the target group, it is important to understand their needs and problems. Market research and analysis of customer data can help collect this information.
• Development of resources: Technical resources, tools or applications can be developed based on the identified needs and problems of the target group. This may require collaboration with developers, designers and other technical specialists.
• Testing and debugging: Before publishing resources, they must be thoroughly tested to ensure that they meet the requirements and function without errors.
• Develop marketing strategy: Successful marketing of technical resources requires a well-thought-out marketing strategy. This includes, for example, the identification of target groups, the creation of marketing materials and the selection of suitable channels for disseminating information.
• Dissemination of resources: Technical resources must be disseminated to the target audience to maximize their effectiveness. Various marketing channels such as social media, email marketing and content marketing can be used for this.
• Measuring effectiveness: The effectiveness of resources and marketing campaigns must be measured and evaluated to understand how they affect the target audience and to make improvements.

Depending on the company and industry, additional activities may be required to be successful in Engineering as Marketing. Close collaboration with other teams and ongoing training are also important to be successful in this area.

In which areas is Engineering as Marketing applied?

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Engineering as Marketing is applied in various areas where technical resources, tools or applications need to be marketed. Some of the most common uses of Engineering as Marketing include:

• Software development: Companies that develop software can use engineering as marketing to effectively market their tools and applications. To do this, you can, for example, offer free trial versions or publish white papers that explain how the software works.
• Cloud Computing: Cloud computing companies can use engineering as marketing to market their services and features. For example, you can provide tutorials and instructions or organize online events to inform potential customers about your products.
• Hardware production: Companies that produce hardware can use engineering as marketing to market their products. For example, you can offer free training or host webinars that inform potential customers about how their products work.
• Internet of Things (IoT): Companies that manufacture IoT products can use engineering as marketing to effectively market their products. To do this, you can, for example, publish demonstration videos or white papers that explain how their products work.
• Artificial Intelligence (AI) and Machine Learning: Companies active in the field of AI and machine learning can use Engineering as Marketing to market their tools and applications. To do this, you can, for example, offer online courses or webinars that inform potential customers about how their products work.

This list is not exhaustive and there are many other applications of engineering as marketing, depending on the company and industry.

Where does engineering as marketing not work?

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Engineering as Marketing may not work in all industries and for all types of products and services. Some industries and products that Engineering as Marketing may be less suitable for include:

• B2C Products: Engineering as Marketing is primarily designed for B2B products and services. It may be less effective for B2C products as consumers tend to be less tech-savvy and less interested in detailed technical information.
• Traditional Marketing Strategies: Companies that focus on traditional marketing strategies such as television advertising, print media or direct marketing may be less able to benefit from engineering as marketing. Engineering as Marketing requires a high level of technical expertise and the ability to effectively communicate complex technical information.
• Very specialized products: If a product is very specialized and only relevant to a small group of customers, engineering as marketing may be less effective. In this case, it may make more sense to develop targeted marketing strategies to target this specific audience.
• Products without a technical focus: If a product or service does not have a strong technical focus, engineering as marketing may be less effective. In this case, it may make more sense to resort to other marketing strategies that are better tailored to the needs of the product or service.

Of course, this is not an exhaustive list and there are many other factors that need to be considered to determine whether engineering as marketing is right for a particular company or product.