SAP uses multiple channels to market their products. Below, I will explain the dynamics of their market coverage strategy. They uses many different channels to market their technology products and solutions - whether traditional software, or as SaaS. Part of the enterprise resource planning software line (ERP), the company has recently entered other markets such as CRM and supply chain. SAP markets it solutions in multiple ways, as it must reach different types of people in various areas of interests (and business settings). In other words, there is no single industry, or even group of industries that SAP markets to - almost any company can benefit from a valuable ERP solution.
SAP markets their ERP solution and CRM software to companies via B2B advertising techniques. One of the ways that they accomplish this is through the Internet, or the online channel of marketing. They utilizes online lead generation, through the use of lead collection forms and white papers, to acquire high quality leads from individuals working at companies (who are likely interested in their services). They pay for these contacts on a cost-per-lead (CPL) basis. The company also uses online banner advertising campaigns for branding and display advertising. The banners are used to increase awareness about SAP and its ERP / CRM application. Overall ROI is typically measured by click through rate and conversion on the banners. Banners and text link marketing units are typically purchased in CPM or CPC agreements.
TV marketing has also been a favorite for SAP, who has used commercials to brand and spread awareness about their solutions, new and old. Recently, the company has marketed their product through TV campaigns including their small business solutions and their all new "this is a test" commercial campaign. Television marketing is used for branding, and to spread awareness to IT and business executives who watch the specific channels that they might target.
Finally, SAP utilizes the print advertising channel to promote their message. They have been in magazine and technical publications, as well as in business magazines such as B2B. They also promote their technical white papers and case studies via this method. Print advertising is used to spread the word about specific solutions and segments of their business, in the hopes of catching an individual who is not only impressed, but who is a decision maker or influencer within a company. Most, if not all of SAPs products are catered to medium and larger sized firms.