Software Marketing Resource Articles: October 2012

You wrote the code, now how do you sell it?

Thursday, October 25, 2012

Software Monetization Tools

Computers are an indispensable part of today’s world. They are found almost everywhere and are responsible for amazing increases in productivity and efficiency. The extent that we rely on our computers is usually only apparent when they malfunction. Then, just like when we wake up in the morning feeling sick, and long to feel good like when we are healthy, do we realize how dependent we are on these technological marvels. However, what would a computer be without software?

Why do you think that Microsoft, SAP, and Oracle rank as some of the largest companies in the world? It’s called software. Software is a highly lucrative business. Why? Because once the software is created, it can be replicated almost infinitely at very little additional cost. For software multinationals with the financial clout to design new software, the marketing of their new product is handled by their marketing departments. However, for individual or small teams of software developers, whose expertise is usually limited to creating software and not marketing, getting their product recognized and accepted in the market is a huge task. And, who’s kidding who, what use is it creating the world’s next must have program, if you can’t sell it? This is where software monetization comes into play.

Software monetization is the task of making money from your software and it invariably involves the appropriate marketing of your software. As a small fish in an ocean of sharks, you have to nimble and smart to get ahead and make your product stand out. This can be achieved in many different ways.
Perhaps this is not what Isaac Newton intended when penning the famous quote, “If I have seen further it is by standing on the shoulder of giants,” however, by bundling your software with a better known piece of software, you can use their already established market to gain quicker and greater market penetration than attempting to go it alone.

Whether as a standalone operation or in conjunction with bundling, you can divide your software into different versions with different features and price points. This enables buyers or potential buyers to get a feel for your product offering before fully committing. Similarly, you can integrate a dynamic installer into your software to facilitate quicker and more stable downloads as well as accessing revenues from Tier 1 advertisers.

All these software monetization options will cost you money in revenue share but will save you money in the short and medium term in marketing costs and should provide quicker market penetration than what you could’ve achieved on your own.

Author bio: This article was written by software marketing experts at Somoto.
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Thursday, October 18, 2012

What to Look Out for When Marketing Your New Software

You have invested your heart and soul into your latest piece of software. You are proud of your achievement but even more than that you are sure that you have created something that the world needs. However, this is where the real work starts – getting the word out amongst your target users that there is a new kid on the block and he not only deserves to be given a chance but must be given a chance, because it’s their loss if they are not going to use your product.

Such arrogance will not be tolerated when marketing your software but if you don’t believe in yourself and your “baby” then who will? There are many things of which you must be aware when marketing your new software, starting with the old adage that if it seems too good to be true, it usually is.

In many respects, the marketing profession is the polar opposite of the software developer profession. Marketers are usually brash, big talking salesmen – the antithesis of programmers. And although there are many reputable practitioners, there are also fly by nighters who will promise the earth and deliver little. Do not be swayed by a pushy, fast talking software marketer. Take your time, do your research, and make sure that they not only talk the talk but also walk the walk.

As a software developer, you may be best sticking with people of your own kind – software developers. There are software developers who have developed successful products, crossed the chasm,  and incorporated a marketing arm to their business plan. By bundling your software offering with their product you can leverage off their already established marketing capabilities and captive market. These people will speak your language and appreciate your situation. It is almost always easier to deal with such people.

Another marketing ploy is to offer you access to Tier 1 advertisers. Not every company is capable of providing this caliber of advertiser. Being associated with such advertisers gives your product a credibility that it so desperately needs when entering the market. Similarly, they guarantee that your software will remain pristine. This means that when it is downloaded, it will not be with unwelcome additions such as malware, spyware, and the like.

Marketing your new software can be and should be a positive experience. Be cautious, do your due diligence, and trust your instincts, and the marketing of your new software should be as successful as the software itself.

Author bio: This article was written by software marketing experts at Somoto.

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