1. Mobile devices are becoming ubiquitous and marketing must adapt to target mobile professionals on the go. A clear, simple message will be key to success in reaching this new mobile audience. 2. In times of crisis, companies grow fearful and cut investments, but those that continue investing in customer dialogue, even at a minimum, will gain an advantage. Seeing "crisis" as both an opportunity and danger implies the early investors will capture consumer mindshare. 3. The IT market is saturating as offerings become increasingly similar; distinguishing oneself by simplifying messaging and focusing on concrete differences rather than abstract concepts or claims of superiority will help companies stand out.

1. 3 Marketing Trends
to follow in 2016
Quadion seeks innovation in all areas of its activity. In this case, we are
dedicated to exploring the main trends of activities in the IT market
from a marketing point of view.
by Patricio Cavalli, CMO of Quadion.

2. 1. Cut the chord.
There will not be cables anymore. All gone, except to plug a device and charge its battery. But the
wifi, 4G and ubiquity of the mobile interconnected devices now make the public and the IT
companies (whether B2B or B2C) a moving target.
Advertising guidelines, participation in events, networking, finding new customers, market
research, and all activities related to marketing companies must take into account the three
premises: mobile, mobile, mobile.
As never before, the rooms and offices will remain empty, with managers and officials operating
in orbital shape, connected to their devices. The new tablets with processing power of a PC
(Microsoft Surface, iPad Pro, etc), and new enterprise application suites, will allow all work to be
done from anywhere and at any time.
Now, the question airse: how to capture these new, mobile, connected professionales, who make
not only a mobile target, but also one hidden behind the tangle of mobile devices they use? As
never before, a simple, accurate and crystal message for a clear positioning will be key to
success.
2. Crisis? Oh, yes, yes. This crisis.
World noise increases. Argentina opens a new political and economic cycle, which comes not
without problems and difficulties. Beyond the borders, we hear the rumble: war, terrorist attacks,
energy crisis, political chaos.
Companies have gone from conservative to fearful. Investments will not only be affected. Possi-
bly, they will be brought to a minimum, an asymptote. And in that context, those who invest will
take the lead.
Although the investment may be minimal, the “real big brands” wether small or large, never stop
investing in dialogue with their customers. The chinese anagram describing "crisis" as both
"danger" and "opportunity" implies clearly that those who invest first, with risk awareness, will win
a place in the minds of consumers before the others.
Fear is not goofy. But it is also never a good counselor.
3. Simplify, simplify, simplify.
The IT market begins to saturate. Many companies are born with a different service offer in mind,
but find themselves entangled in the parity paradox: same services, same products, same
language, same customer experience. Despite being a sector sustained annual growth, the
supply begins to replicate between IT service companies. Canned and custom software, SaaS,
etc., all offers have a speech and a common trunk.
Cutting the noise with a distinct proposal, which does not say "we are better" but says "we're
different" is the best way to excel. And to win a place in the consumer's mind.
The best way to exalt the difference is to simplify, the ultimate form of sophistication. Distill a
message contents in simple and concrete words; use strong arguments and simple words; infuse
air and give oxygen to your messages and explain results and lead cases over abstract concepts.
(C) Quadion Technologies SA. 2015. All rights reserved.