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Twb position paper_marketing and advertising

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  • 1. Position Paper on Value of Technical Publications in the Marketing and Advertising IndustryThe Writers Block www.twb.in 1
  • 2. The Writers Block www.twb.in 2
  • 3. Introduction This paper presents the value of and need for quality TWB – Leading Technical Documentation Technical Publications in the Marketing and Advertising Industry. Outsourcing Company TWB is a leading technical publisher with an excellent Technical publications include a wide variety of record of providing unmatched technical documentation material such as web content, brochures, catalogues, to many major companies. pre-sale literature, newsletters, technical reports, white papers, case studies, flyers, product demos, user guides, online help, classroom training materials, TWB is the ideal choice for leading vendors of software reference guides, administration guides, standard and hardware products. TWB helps customers with all operating procedures, installation manuals and web- their technical documentation needs such as web based training materials. content, brochures, catalogues, white papers, technical reports, case studies, user guides, product demos, etc. How a software or hardware product is marketed is the deciding factor in the success or failure of its TWB works closely with client teams located globally, developers. The benefits and features of an and assists them in meeting their worldwide product application alone are not enough to ensure success. announcements and launch deadlines. TWB works Without a quality marketing strategy, a product will not round-the-clock with client teams and help them with reach its target audience. quick responses that facilitate timely distribution of documents around the globe. Since hardware and software marketing does not typically involve traditional media, generating product “Knowledge is people, money, learning, flexibility knowledge and interest becomes a challenge. and competitive advantage. Knowledge is more Conveying a product to an audience, in a manner that relevant to sustained business than capital or labor. will get them interested, involves a quality website, the And yet knowledge remains the most neglected method of advertising itself, and the way in which asset of a business. TWB helps you unlock and information is written and presented to the audience. share your technical knowledge with the world.” A simple product manual or a well-written and well- designed web-site is used by customers to form opinions of products. It is essential, therefore, that experts, skilled in general and commercial communication, with technical knowledge about creating persuasive messages be involved in the process of developing a marketing campaign. In this paper we will discuss the importance of technical publications to the marketing and advertising industry, to facilitate creation of awareness and successful sale of software and hardware products. “TWB believes that technology cannot exist without being communicated effectively.”The Writers Block www.twb.in 1 1
  • 4. Marketing and Advertising Industry – Technical Publications Growth of the Marketing and Challenges and Solutions Advertising Industry in India Internet advertising is slated to touch Rs.1100 crore by Some of the greatest documentation challenges that 2012. In 2007, revenue increased to Rs.270 crore from most companies face today include: Rs.160 crore the previous year. This was the highest growth of any segment in the media and advertising  Timely availability of quality documents during industry. The image below shows a global growth chart product release based on advertising expenditure, projected for 2010.  Cost cutting in a multi-vendor business environment  Managing large volumes of documentation for new products releases Knowledge is power and in marketing, product knowledge translates to increased sales. Well-written, eye-catching documentation can make the difference between customer uncertainty and a sale. It is difficult to measure the degree to which documentation affects In India, the advertising expenditure dropped to 2% from the decision to buy a product. However, generally, 17% in 2009. However, digital ad expenditure, which products that receive favorable documentation reviews accounts for 1.7% of the total industry, saw a growth of are also products that receive overall positive ratings. 45% in internet spending alone. Poor documentation cuts into profits, even if a product has sold well. If the documentation quality is low, massive costs are incurred in post-sales support. This Growth of the Marketing and is especially true for hardware and software products. Advertising Industry Globally Statistics show that the number of callers on support lines reduces drastically if the documentation that accompanies a product is clear and easy to Overall advertising expenditure dropped by 12.3% in understand. TWB provides documentation with 2009. However, digital advertising expenditure grew by professional quality. 7.3%. In the fourth quarter of 2009 alone, global online advertising revenues reached USD 17.2 billion, an increase of 8.5% from the USD 15.9 billion revenue in in Improvements to existing hardware and software 2008. The Q4 increase of 2009 was 12.8% more than products, and creation of new ones, are regular Q3 2009’s revenue of USD 15.2 billion. occurrences. The release of new products requires a variety of documentation, from web content and data sheets, to white papers and user guides. Quality Online advertising expenditure is expected to surpass documentation, created by skilled professionals, is print advertising expenditure in 2010. Companies are easy to update to reflect changes or modify for new expected to spend USD 119.6 billion on online and products and releases. digital strategies, like search engine keywords and webinars. Benefits For leading vendors of software and hardware products, association with TWB has benefited them by saving costs and producing professional documentation along with services such as:  Transferring complex technical data into easily understandable language  Protecting technical and commercial data of newly developed products  Creating, editing, reviewing, and maintaining contentThe Writers Block www.twb.in 2
  • 5. Value of Technical Publications Technical Publication for Transferring Publications for Different Levels of Product Knowledge Technical and Product Knowledge The purpose of technical publications is to transfer When marketing a software or hardware product, it is product knowledge to the end user, in a comprehensible necessary to create a wide variety of documentation. format. The strategies of communication and levels of Web content is meant to be simple, interesting and information vary depending on the type of product. persuasive, to draw customers. User manuals have to be clear, concise and precise in their content to make When delivering a product, whether a hardware product the products easy to use and understand. Each of or a software application, it is equally important to give these documents addresses a different audience, each the users information about the product’s operation and of whom has a direct relation to sales and the overall maintenance. profits of the company. It is important that documents be created keeping in mind the role of the person who In the real world scenario, technical publications are will use the documentation. often developed as an afterthought. This usually results in inaccurate and hard-to-understand material. As a For example, a technical analyst, who is accustomed result, the users dislike these materials and avoid using to reviewing satellite images on a workstation, needs them. to learn how to use the system and software to magnify the image, but not how to analyze the image. Inaccurate and hard-to-understand material also results in the user’s inability to understand and implement high- For users who start without technical or product end technologies. The users might reject the product. knowledge, you need to provide instructions to use the product as well as information they need to look for as a result of using the product. This presents a more difficult problem. Different needs of the end users and the gap between Faulty Assumptions that Result in their technical and product knowledge determines the Problems in Documentation amount of information that goes into technical publications. These faulty assumptions result in incomprehensible documents:  The developers know the product better than anyone Attractive Publications as Useful else: With time constraints and limited resources, Marketing Tool many companies are tempted to let the programmers do the documentation. The engineers and developers Providing useful and accurate documents is critical to know the product very well. However, the developer ensure that the user can easily find the required is likely to provide technology-centered information; information. If the end users cannot find the answers where as the end user requires task-centered to their problems, they assume that the documentation information. is useless. For engineers and developers it is almost impossible to step back and look at the To be useful, the documentation must be clear, application from the end users point of view. concise, and well designed. The documentation that is accurate and complete also needs to be well designed.  The application is complicated; having a writer learn about it will take too long: Learning the product Accurate and easy-to-understand technical should not be a major obstacle for the writers with the documentation is the only way to provide information right technical background. to the end user, and it is also cost-effective.The Writers Block www.twb.in 3 3
  • 6. Conclusion  The Importance of Marketing and Advertising: Marketing and Advertising are the tools used to attract prospective customers to a business and the products or services it offers. The number of customers drawn depends directly on the effectiveness and success of the marketing campaign. Advertising is a part of a business’ overall marketing strategy, including public relations, promotions, incentives, and newsletters among others. The aim of a marketing strategy is to use advertising and all its available tools to maximum effect.  Value of Technical Publications: Technical Publications are essential in transferring product knowledge to end users. The provision of proper material to use technology and products allows a user to accept and efficiently use a product. Faulty assumptions about documentation lead to inaccurate and hard-to-understand material. This also decreases the chances of marketing those products in the global market.  Role of Documentation Outsourcing: The importance of marketing and advertising to the success of a product requires that vendors and purchasers look at outsourcing their documentation needs to well-established Technical Publications Solutions providers. This helps the company cut costs and at the same time deliver their products with quality documents.The Writers Block www.twb.in 4
  • 7. TWB Services TWB is India’s leader in technical communication outsourcing and education. TWB offers a complete suite of services that allow our customers to effectively publish their technical knowledge with their people and processes. TWB’s customers range from Global 500 – including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors – including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology startups. TWBs expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Aerospace, Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing. TWB’s services include: Technical Marketing Technical Product Documentation Quality Solutions Documentation Management  Datasheets  Administrator’s Guide  Datasheets  Copy Editing and Proof Reading  API Document  Cheat sheets  Managing Writing  Configuration Guide  Solution Briefs/Solution Brochures  Editing Services  Functional Specifications Document  Presentations – Products/Corporate  Layout and Design Profile  Installation Manual  Creating SLAs  Brochures and marketing collateral  Interface Document  Web content  Interactive Electronic Technical Manual (IETM) Business Documentation  Audio and video scripts  Maintenance Manual  Business Proposals  Press releases  Online Help  Legal Disclaimers  Direct mail  Operation Manual  Policy Manuals  Newsletter design copy  Product Demo  Style Guide Design  Sales catalogues  Product Specifications Document  Template Design  Sales sheets  Product Overview Document  Quick Reference Guide Business Communication Content Management  Release Notes  Short Reports  Requirement Analysis Document  Single Sourcing  Proposals  SDK Document  File Version Control  Case Studies  Troubleshooting Manual  Document Naming Conventions  Lab Reports  User Manual  Consistent Document Formatting  Memos  Open Source Documentation  Data Transformation  Progress/Interim Reports  Programmers Guides  Writing for Electronic Media  Functional Specifications Document  Use Cases Web site Development Illustrations  Online Help /Context Sensitive Help  Web 2.0 development  Troubleshooting Guides  Graphic Designing  Web content   Info graphics  Web applications Qualitative Analytics for  2D & 3D animation Decision Support Translation and Localization  Line drawings and illustrations Services  Economic Business Research Process Documentation  Industry Analysis  Software Translation Services  Workflows  Market Opportunity Analysis  Document Translation Services  Standard Operating Procedures  Competitive Business Analysis  Localization (L10N) Testing  ISO Documentation  Company & Prospect Profiling  Internationalization (I18N) Testing  CMM Documentation  Reporting Solutions  Assessment of Unmet Market Needs Records Management Deployment and Support  Status and Potential of Technologies  Document Management Solutions  Benchmarking of Strategies Vs Competition  Record Management Storage and  Installation and Configuration Guides Retrieval  Operations Manual  Forecasting  Sales Force Effectiveness  Market Assessments  Competitive Intelligence  Opinion Leadership  Emerging Markets - evaluation and researchThe Writers Block www.twb.in 5 5
  • 8. TWB Software Tools Expertise Our technical proficiency in software and authoring tools includes: Unstructured Content XML Structured Editors Multimedia /Authoring Development  Epic  Adobe Flash®  Microsoft Word®  FrameMaker+SGML  Adobe Dreamweaver®  Adobe FrameMaker®  X-Metal®  Microsoft FrontPage®  Adobe InDesign®  Adobe Captivate®  QuarkXPress® Macromedia Captivate  Adobe PageMaker® Graphics/Animations  Multimedia /Authoring / Illustrations  Adobe Flash® Supporting tools  Adobe Photoshop®  Adobe Flash CS4 Professional  Adobe Fireworks®  Adobe Flash®  Adobe Illustrator CS3  Adobe Flex®  CorelDRAW Online Help  Adobe AIR®  Microsoft-Expression Graphic  Adobe Dreamweaver® Designer  Adobe Acrobat®  Xara Xtreme (Windows & Linux)  JavaHelp  Microsoft Silverlight®  CuteDraw  Adobe RoboHelp 7.0  Adobe Authorware®  Publisher3D(for animation)  HelpScribble  Adobe Director®  Sketsa SVG Editor (for vector  WebWorks Publisher  Adobe Captivate® graphics)  PowerCHM  Trivantis Lectora®  Techsmith Camtasia  Doc-To-Help  ASP.NET  Adobe Flash CS4 Professional  WinCHM  JSP  Arbortext IsoDraw (technical  HelpSmith 2.1.1(Windows)  JAVA illustrations for 2D and 3D)  Fast-Help  MadCap Flare Standards Graphics/Animation  Help-Server  NVU Help  SCORM 1.2 / 2004  Adobe Flash®  AICC XML  Adobe Photoshop®  W3C  Adobe Illustrator®  Section 508  Adobe Fireworks®  XMetal®  QTI XML  Microsoft Silverlight®  Microsoft Word 2003®,  Microsoft Word 2007® Databases Development and Publishing tools CMS/ LMS  Microsoft Access  XSLT/XSL  Microsoft SQL Server  EDD  Sharepoint®  Moodle Flowcharting  Joomla,  WordPress  Microsoft Visio  Media Wiki  iGrafx  CMS Builder  EDraw  Author-it (formerly AuthorIT)  RFFlow  Alfresco  Flowbreeze  Smart DrawThe Writers Block www.twb.in 6
  • 9. Industries Served TWB services a wide range of technology and knowledge driven industries, helping them meet their markets better, these include:  Banking, Insurance and Financial Services  ITES/ KPO/ BPO  Consulting and Business Services  Pharmaceuticals and Biotechnology  Defense, Aerospace and Hi-Tech Manufacturing  Process Manufacturing and Allied Industries  Education and Learning  Steel, Ship Building, Construction and Aviation  IT, ITES  Telecom and Digital Communications TWB has been the preferred technical documentation outsourcing company for: The TWB Building US Office: No: 4062, 19th Main Road, TWB HAL 2nd Stage, 11701 Norwegian Wood Drive Bangalore – 560008 Austin, TX 78758 India. Landmark: Behind Carlton Towers Telephone: Telephone: +91.80.40741400 / +91.80.41256367 +1.512.586.8357 Corporate Enquiries: corp@twb.inThe Writers Block www.twb.in 7 7