To begin with, it’s essential to know your target audience and recognize that B2B and B2C campaigns are radically different.
Even within B2B the target audience may vary significantly depending on the industry and the company itself. Even within a single organization you may need to target different audiences with specific products and solutions – for example IT may decide which ERP is to be used, but Human Resources and Finance may have autonomy over particular applications specific to their workload.
Senior management is likely to make decisions based on the business value and how it will affect the future of the company and its share price. They may be less interested in functionality and technical features and benefits. In other areas, however, an engineer may be responsible for defining the right model of semi-conductor for the project and will need detailed information in order to make the right decision.
Within B2C technology, marketing the possibilities are even more diverse. When marketing a stove to a housewife, you may need to focus on the final benefit – the quality of the cake they bake, rather than the features of the product itself.
Technology geeks on the other hand may be motivated by new features, wishing to remain always on the edge of technological innovations. Sometimes you need to promote a totally new solution that did not exist before: in this case you need to define and educate an audience and create a demand for the product.
There is also, of course, a huge range of communications channels you can use to reach these diverse audiences. In some instances new digital tools work well while for other brands (especially B2B) nothing can compete with personal relationships. Each new client is likely to require a specific mix of effective tools.
Tech brands also – and always – require very precise messaging depending on the target audience segment: from a pure business value to deep tech advantages.
Top take-aways:
- Target your audience
Don't simply rehash the same old marketing or PR instruments most common for your industry. Start from the basics: know your target audience, who they are and where you can reach them. Choose communications and messaging based on the real needs and pains points of the audience, not on what marketing tools are traditionally considered appropriate.
- Localize. LOCALIZE.
We work across a wide range of countries and we see first-hand how essential it is to localize your campaigns. Text, brochures and leaflets that work in America or Western Europe will most probably not be as effective in Eastern Europe. There is a certainly different mentality that dictates specifics of local business and communications.
- Mix. Then check & mix again. Target.
Target your audience everywhere. Integrate new and traditional marketing tools and channels, online and offline – the ones that are most effective for your brand, for every particular product at every particular stage.
To sum it all up, for a successful tech marketing campaign you need to know your audience, know the channels to reach them and put the right message in front of them, one that will resonate with their needs and desires. Get those three things right, and you’re on your way.
