Keep Digging…There’s a Market Here Somewhere
It’s scary what’s happened to document management in the last few years. Especially when you consider that it used to be a comparatively simple process. In 1995, Greg Rapport wrote a marketing piece for Imaging Magazine that charted the movement of a document within a company. At that time, there were only five components (scanning, storage, retrieval, print, and archive).
Brother, has this changed. Today there are so many more ways information comes in, more ways it may have to be routed, more security issues, and demand for real-time response, for starters.
It used to be easy to locate the buyers who were interested in document management products. There were basically four magazines that served the entire market. That’s changed, too. With the proliferation of the Internet as a major component in document management, a host of new magazines became the new frontier to reach what sellers hoped would be an expanding pool of buyers.
The good news is that manufacturers, magazines and web sites have all remained true to themselves. Manufacturers keep pumping out innovations that make document management easier and more accessible. Magazines and web sites do their part to promote understanding of available technology. The symbiosis between the seller, the magazine and web site, and the buyer is alive and well.
Furthermore, what was true in 1995 remains true today. Every company needs a document management system. A company without a document management system will lose to its competitors who have a document management system. Document management speaks to every aspect of business. It’s a requirement.
Finding the buyers and reaching them with a message they understand is art. Navigating the variety of magazines and web sites, developing relationships with editors and finding the right spots to deliver an advertising message is where Rapport Communications can help.
Greg Rapport has been involved in the Document Management industry for 6 years. He understands its history, its direction, your product and your buyers. You can’t ask for more than that.
When you think about marketing a product into the Document Management arena, your first call should be to Rapport Communications.
Technology Fields
Additionally, here are some of our other specializations within the technology industry:
- Ad Campaigns/Product Positioning
- Application Stories
- Document Management
- Internet
- Imaging Technology
- Micrographics
- Press Releases/Press Relations
- Sales Materials
- Scanners
- Software
- Strategic Planning
- Telecommunications
- White Papers
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