Target IT Marketing Using IT Archetypes And User Roles

CIOs increasingly turn to the marketing of IT to deliver clear, accurate, and timely communications with IT's business constituents. But many of these efforts overwhelm the users while failing to deliver the information the user needs. To remedy this problem, CIOs should assign demand management groups, in particular, the positioning management role, to the task of applying the strategy of market segmentation. CIOs can use Forrester's IT archetypes model to understand the needs of specific business units, targeting messages based on those units' expectations of IT. And by working with human resources and business leaders, IT can also target individual users based on how technology gets applied in their roles.