Endpoint Protection Marketing: An Exercise in Signal Processing

The IDC Market Perspective discusses the endpoint protection market that is highly competitive and noisy, making it challenging for buyers to assess technology based on cost and complexity. IDC highlights the importance of clear, unique messaging to stand out. Vendors should focus on value propositions that emphasize benefits like increased revenue and reduced overhead, rather than just costs. Decision modeling can help tailor messages to specific industries, ensuring they resonate and effectively cut through the market noise.“Amid the noise of competing vendors, the true challenge lies in ascertaining the message that promises the best endpoint protection solution for a particular market. Formulating a value proposition that resonates is key to successfully punching the marketing signal above the background noise of a competitive market,” according to Mike Jude, research director, Endpoint Protection, IDC.