more on Categorizing Marketing Content...

    or is it categorizing any content in "marketing" terms ? whatever the descriptive term, which eventually will make sense to us, there are a more "dimensions" or "properties" that are interesting and important to look at. Product marketing does not happen in a vacuum. A company's image, ability and history are key to a proper understanding of a marketing message and the target audience. The specific market situation at the time is also crucial to understand, if the market situation is changing and competitors or the environment is changing, the message may reflect these changes. Sometimes looking at competitor's message and at specific events in the market it is easier to understand and analyze the message. Another dimension is the "association" of the company or product. Some products are associated with a group or a certain image. These determine the message and if the marketing is done in a specific way. Some companies need to advertise to a broad range of audiences. Therefore, web content is more influenced by what the other media advertisements are like. Some companies can separate the messages and have a different message on the web than in advertisements.

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Intel's end consumer and technical mix marketing message
Let's take for example two large technology companies: Intel and Microsoft. Intel sells for the most part to computer manufacturers. A very technical sell which does not involve a large audience and for the most part does not need to have computer end user information. Microsoft also sells to essentially the same customers, specially operating systems (OSes) and office suites, but in this case the consumer is much more involved. Microsoft's products are what most people use everyday. Their features, packaging and use is something that Microsoft can "sell". With Intel these issues are less important to the user. But with Intel there is still the issue of new capabilities in terms of speed, graphic and network operation and the important message of a continuing improvement.
These two examples are simple, but the simple things are sometimes what makes for a believable and simple message where marketing can affect precept ion. In may cases you will see where this is not necessarily true. The marketing message is too biased toward a specific area and does not match what is expected by a reader or even a customer. Well, I have covered a large amount of area, specially in writing about definitions and "dimensions". So maybe we can get back at looking at different products, the landscape in which they exist and how we can use readily available information to do our own work. As you can see, there is a huge amount of information and we can get lost in looking at too many pages. But, we can also use available information to learn and analyze many aspects of a message and the content which constitute the message.