In the world of technology, one might wonder where marketing and communication fit in this digital jigsaw puzzle, and more so for those in without a technology background. Yet, technology companies marketing and communication roles are crucial and uniquely distinct from their counterparts in other industries.
Technology companies are often at the forefront of innovation, churning ground-breaking products and services at a breakneck pace. However, it is not enough to create a masterpiece of technology; it must also be effectively communicated to the world.
In technology, we don’t just market the products; we sell and communicate the value to the end user. This necessitates a thorough understanding of the technology and the ability to translate complex concepts into easily digestible information for a broad audience. Communication in technology necessitates becoming a bridge between engineers and end-users, ensuring that the product’s value is effectively communicated. Knowing your end-users is key, and thus, any marketing campaign or communication needs to match their pain point or concern for the messaging to resonate with them.
Furthermore, continuous communication is required due to the rapid evolution of technology. Technology companies must keep their customers informed and engaged, from software updates to new features. This necessitates a level of agility and adaptability unrivalled in other industries.
One of the most distinctive challenges of marketing and communication in the tech industry is dealing with the inherent complexity of the subject matter. Tech products frequently contain intricate details that are perplexing to the average consumer. Technology communicators are responsible for reducing this complication to simple, understandable terms. Consideration should be given to visual aids such as infographics or videos as well as using analogies to bring the messaging home.
This one-of-a-kind task necessitates constantly balancing technical precision and layman’s language. In essence, a translator is required to translate the esoteric language of developers and engineers into something the average consumer can understand and appreciate. This translation process is analogous to transforming a Shakespearean sonnet into a catchy pop song while retaining the original work’s essence. A marketer or communications expert must therefore ensure that the messaging matches the understanding, language and interest of the
average consumer; highlighting benefits and not the features.
Furthermore, the trends in technology change rapidly, sometimes emerging and disappearing in the blink of an eye. Such a dynamic environment presents challenges and opportunities for marketing and communication professionals. Keeping a finger on the pulse of what is happening within your company and what competitors and the industry are working on is especially key.
In contrast to traditional industries, where marketing strategies may remain relatively stable for years, tech marketing demands constant evolution. One day, augmented reality is the talk of the town, and the next, it’s quantum computing. Our role is to stay ahead of the curve and help set the curve, driving industry conversations and defining the narrative around emerging technologies.
While many industries rely on customer loyalty, in the tech sector, we take it a step further by fostering vibrant communities around our products and brands. Building and maintaining these communities is a unique tech marketing and communication aspect. Satisfied customers or users are a great way to build advocacy for one’s tech brand, as this builds credibility for all the marketing and communication efforts.
Tech enthusiasts often form passionate user communities, exchanging knowledge, troubleshooting issues, and driving innovation. It’s our responsibility to facilitate these connections, provide value-added content, and ensure that our users feel heard and appreciated.
A key consideration made when marketing tech, especially in an era where technology plays an ever-expanding role in our lives, is the ethical implication of the technology and the methods used to publicise it to the world. Tech companies are under intense scrutiny for issues such as data privacy, algorithmic bias, and the impact of their products on society. This ethical dimension adds an extra layer of complexity to the public outreach role because tech communicators must not only promote the benefits of their products but also try to foresee any ethical concerns and address them head-on.
Quite often, communications professionals in tech are called upon to explain complex ethical decisions to the public and to advocate for transparency and responsible innovation. This ethical imperative makes our role in tech even more unique as we navigate the delicate balance between innovation and societal well-being.
Overall, the roles of marketing and communication within technology companies and the tech industry are both indispensable and distinctive. They require a unique blend of technical knowledge, storytelling prowess, adaptability, and ethical consideration. In the ever-evolving landscape of technology, it is the tech communicator’s job to keep up and lead the way, shaping the narratives that define the future of tech. As tech players, we understand that the real magic happens when innovation meets effective communication, and this unique intersection sets the tech industry apart.
By Tabbz Maina – Head of Marketing and Communications at the Microsoft Africa Development Centre.