A Clear Vertical Focus Avoids Wasted PR Effort.

The internet is a boon for marketers: an instant route direct to billions of consumers all over the world. But for most tech, this offers access to markets they have no interest in reaching. Most tech firms have a very defined market. For them, coverage in the New York Times or Forbes say, might lead to a sudden and short-lived spike in interest, tailing off after 2 or 3 days. Maybe a couple of tyre kicker calls. Some collateral: ‘featured in the New York Times’. And after that, nothing. After all, how many readers of those august journals are really in the market for warehouse robotics systems, or UWB indoor location chips, or bioactive peptides, or advanced natural language processi

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