The headlines say it all: Chip and semiconductor sales fell; bellwether companies like TI and IBM announce layoffs; reported losses mount. But there is some good news: Engineers have more time to research products that could give their next development an edge.rn"If the economy is slow, there's an opportunity there," said Marc Diebold, president-CEO of dgs Marketing Engineers, an advertising agency that focuses on technology sales.rnCompanies should look at their marketing mixes and focus on developing integrated programs that build relationships, he said. That means leveraging both print and online resources. "There is a significant presence of people with a high level of buying influence still wanting to get their hands on a physical magazine," he said.rnMarketing dollars have followed engineers to online resources, especially as vendors that want to get their components built into next-generation projects face the difficult tasks of squeezing leads from diminishing budgets and building metrics that help them validate and better target their marketing spend.
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