TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
TEchNOLOGy TRaNSFER MODEL - Javna agencija
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KNOWLEDGE FOR BUSINESS IN BORDER REGIONS<br />
Figure 8:The traditional marketing funnel (Forrester Research, Inc.)<br />
Contrary to that is a new paradigm in communication. Communication channels have become invariably more complex. Due to<br />
interactive influencing of target groups (e.g. recommendation, evaluation), an effect of Web2.0, and increased competitive pressures,<br />
the process of dissemination does not proceed linearly, but multidimensional.<br />
Figure 9:The new marketing funnel (Forrester Research, Inc.)<br />
9.6.3.1 Basics in communication of innovation<br />
Personal communication is the method of choice for all processes of dissemination. The marketing of technical products and services<br />
is a difficult matter at best. Several do’s and don’ts are to be observed in communication:<br />
Do’s:<br />
• Speak the language of your various target groups<br />
• Make the messages short and clear<br />
• Focus on benefits<br />
• Use stories, anecdotes, metaphors<br />
• Correct identification of target groups<br />
• Use appropriate channels and manners of addressing the audience<br />
• Provide supporting data, be credible<br />
• Use examples of best practice<br />
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