1. By ChrisLietz6-14-2015
7904 Hopi P lace, T ampa Fl, 33634
P hone: 813 -872-8011, Fax: 813 -872-1800
e-mail: sales@lietzdev.com, website: www.datatechitp.com
ConsumptionMarketinga functionConsumptionEconomics: The NewRulesof Marketing
SolutionFocusedMarketing takesandaspectof ConsumptionMarketingand focuseson a specific
solutionfora specificreceiver’s need.
*Receiver – the receiver is a targeted End User fora specific Consumption Marketing based strategy.
Marketingcan fall intothe “Productsand Services”trap.Thismeansthat the marketingisaboutthe
productsand servicesbeingofferedandnotthe solutionthatisactuallyneeded.
SolutionFocused Marketingistargetingthe Receiver’sneeds. Marketingforthe specificEndUser’s
needsinsteadof productsandservices.
An example of thisconceptisdemonstrated byourcurrentmarketingforMyDrive.All current
MarketingfocusesonMyDrive as an Enterprise File Sharingsolution. A sub-componentof the
marketingcontains informationaboutthe large attachmentsecure emailfunctionbutdoesnotuse itfor
a specificmarketingfocus.
As ConsumptionEconomicsfocusesonthe EndUser forConsumption,ConsumptionMarketingfocuses
on the End Users needs. Withthisinminda review of the currentMarketingforMyDrive showsitdoes
not meetthe ConsumptionMarketingrequirements.MyDrive iscurrentlybeingmarketedasa Product
and Service andnotfocusingonitsfunctionsassolutionstoEnd User needs.
If we apply the ConsumptionMarketing strategy toMyDrive we can see thateach Service withinthe
ProductactuallyprovidesaspecificSolutiontoEndUser needs.
One such solutionisthe Large AttachmentSecure Email Feature whichallowsanEndUser to Securely
SendLarge Filestoclients. Thisfeature addssecurityandbypassesmanySpamFiltersthatblockemails
withlarge filesandattachments. *Note:ManyInternetProvidersaswell asITManagers limitthe size it
attachmentsforperformance reasons.However,manytimesan attachmentexceedsthese limitsand
the End User isforcedto copy filestoa ThumbDrive and manuallytransportorMail the Drive to it’s
destination.Thisnotonlyinefficientbutthere are securityconcernsaswell.
MyDrive has a feature thatallowsa userto Sendan Email andlinklarge potentiallyunlimitedsize
attachments.Notice Isaid Link.Thisisbecause MyDrive embedsalinktothe filesona secure Web
Serverthatwill allowthe recipienttodownloadthe filessecurely.Sothe Attachmentlimitationsof Email
are bypassedbecause the attachmentisneversentviaEmail.Onlyasecure linktodownloadthe file.
Note:The “How it works?”isnot importanthere. ForMarketingandEngagementpurposesonlythatit
solvesaspecificproblemthe enduserishavingisimportant. Once Engagedthe EndUser will be guided
to more informationincludingcontactinformation.

2. By ChrisLietz6-14-2015
7904 Hopi P lace, T ampa Fl, 33634
P hone: 813 -872-8011, Fax: 813 -872-1800
e-mail: sales@lietzdev.com, website: www.datatechitp.com
Some examplesof SolutionFocusedMarketingwouldbe aSocial Medial Campaignwiththese headings
or an Email Campaignwiththese subjects:
Marketing: “Do you needtosendverylarge documentswithemail?”
“Are you havingtrouble sendinglarge attachmentswithemail?”
“Are Spam Filterspreventingyoufromsendinglarge attachmentssecuritywithEmail?”
Note:ConsumptionEconomicsalsoaddressesthe negativeside of Social MediaandDigital Marketing.
Because of the routine an automaticnature of Digital Marketingthe receiversof the informationcan
become numbtoit. If yousee a Data-Techlogopopupevery day you will tendtolookpastit. Since
ConsumptionMarketingfocusesonaddressingthe solutiontothe specificneedthe EndUserhas there
isno needforthe companyor evenproductlogointhe Marketingitself. ThiscomesafterEngagement.
The Marketingshouldnowfocusonlyon the solution. Once the receiverisengagedthe marketing
shouldguide themtomake contact inone of manydifferentavailable types.Email,Form, Call…
Thisapproach keepsthe marketingfreshandunique.Receiversdon’tfeellike theyare beingsold,the
feel like someoneistryingtohelpthem. Theyare engaged!
Note: It isstill importanttocontinue legacytype marketingforBrandingandProductand Service
Marketingfor recognition sowhenthe receiverfollowsthe Solution Marketingtoitscontactpointthe
receiveristhe familiarandcomfortable withthe engagement. Itbecomesa“WarmEngagement” at this
point.
Anotherexampleisthe Versa-Botmarketingprogram.Establishingthe Characterization of the servicesis
onlythe firststep. The Versa-Botsandtheirfunctionswon’tbecome relatable untilwe use
ConsumptionMarketingstrategytointroduce themasSolutionstoreceiverneeds.
For an example youcanlookto ourcurrent ManagedIT ServicesMarketing.The currentapproachis
againProduct andService focused.That’sfine if you’re anITManager. However,rememberthe strategy
of ConsumptionMarketingistothe End User or Receiver.Therefore the currentmarketingmaterial
focusedonEnd Userswill anddoes fail.
Statistic:There issomethinglike10,000 End User Receiverscomparedtoevery1IT Manager Receiver.
(Thisstatisticismade up….butyougetthe pointwithsome easyextrapolation calculations)
We mustre-engineerourmarketingsoitattracts engagementwiththe EndUser. Therefore the
Marketingmustpresenta Solutiontoa problemthe EndUser Receiverisexperiencing.

3. By ChrisLietz6-14-2015
7904 Hopi P lace, T ampa Fl, 33634
P hone: 813 -872-8011, Fax: 813 -872-1800
e-mail: sales@lietzdev.com, website: www.datatechitp.com
In the case of Managed IT Services there are hundredsof focal pointswe canmarkettoo.
Marketing: “Is yourcomputerrunningslow?” ….letTimmySpeedupyourcomputer
“Are you worriedaboutRansomware?” …letGuardianProtectyour computer
“Tiredof callingyourIT guyto fix yourPC?” … letSentinel fixit automatically
“Needtoknowhowmany PC’syouhave for an Audit?”…Ziggyandtell you
**Each Service is a Solution to a problemand thusa uniquemarketing opportunity
Nowyoucan see we needtocontinue ourcurrentMarketingStrategyforBrand Awarenessandtokeep
familiaritywithourProductandServices.However,equallyimportantwillbe astrong imitative to
developthe ConsumptionMarketingSolutionFocusedstrategiesdirectthe specificReceiver.