Before you know what the trends in technology marketing are, you need to assess what the trends are in your industry. In the following video, Deloitte’s U.S. global technology, media and telecommunications leader, Paul Sallomi, examines the current trends in the technology industry:
As you can see, it seems that as more capabilities move to the cloud, the need to collaborate with other companies is greater in the industry. The business model tends toward a cooperative competition that involves valuing the resources of each of the “collaborating” companies in certain areas that do not compete directly and that will enhance the profits of both.”
The collaborative competition model
is a very important one.
So, in this current situation, where there is also a pressing need to differentiate, how can software companies, products and services reach their potential customers? What are the digital marketing trends that technology companies should follow to create value of their own and grow?
What are the trends in digital marketing that technology companies should follow to create value of their own and grow?
1. Redefine your content strategy
Do you know how much content is enough? Have you thought about what content your potential customer needs when it comes to finding you, trusting you and valuing you for purchase? Today content is the engine of the Internet, more than ever. And while technology companies rely on spectacular design, their copy, in most cases, does not grab your consumer.
B2B technology companies tend to think that ‘less is more’ and that commercial presentations may be enough to present their products or services. But what is the conversion rate of this traditional tactic? And what about all the potential online customers you’re missing out on?
What about all the potential online customers you’re missing out on?
On the other hand, B2C companies believe that they cannot compete at the same level of certain international brands for some of their products, when the truth is that even these brands are working more and more on their content. Have you ever counted the pages that Apple has to talk about their products?
But what about all the potential online customers that they are losing?
In short, the content you offer to your consumers is fundamental. A content that must be multichannel, so it must be worked not only on your website, but also on social networks, on your blog (even on third party blogs), in your email marketing strategy, in your AdWords campaigns. But remember that content has to provide value not ask for it. That’s why:
- Redefine what is the value of your products or services.
- Put forward solutions to your customers’ problems.
- Implement a multi-channel experience for greater impact.
- Create messaging that highlights what the solution is.
- Optimize content to make it more visible and discoverable.
2. Gamify your product or service offering
If you think content is not enough, if you need a push to increase lead generation because you think selling your products or services is not easy, sell an integrated experience from the first moment
Content doesn’t have to be simple or static. It can be interactive and dynamic. It can be fun and easy to consume. And gamification in your conversion funnel can help you drive conversions that allow you to generate more leads and potential customers.
- Introduce a positive experience right from the start.
- Think about the needs of your customers at every stage of conversion.
- Rethink your strategy at the most sensitive points of conversion.
Think that what can make the difference is the consumer experience throughout the buying process, but primarily at the conversion points. If this experience helps the consumer to identify with your values and understand the benefit that your company can provide, the conversion process will be faster. For this, gamification can help you to simplify and liven up this process.
3. Implement a local marketing strategy
When you created your company, you most likely thought about the best place to establish its headquarters, right? Now think that a third of searches performed from mobile devices result in the closest businesses. So, with a good local positioning you can reach a larger audience:
- Work on a local SEO strategy.
- Create Cluster topics that may interest local users.
- Don’t forget responsive technology and user experience.
- Create Cluster topics that may interest local users.
4. Think about the new legislative landscape
Companies increasingly need more information to adapt their strategies, but in the face of the new legislative framework that comes hand in hand with GDPR they must all make changes to continue growing in 2018.
When storing customer data, technology companies will also have to adapt to regulations affecting data management and control. And that is because the new General Data Protection Regulation, or GDPR, has direct implications for the use of data of individuals from the European Union. Under the current framework, it will be necessary to:
- Define the purposes for acquiring data, how and where it is collected, where it is stored, for how long, who will have access to it, and what its deletion policy will be.
- To inform contacts in full transparency of what their rights are, what data is being captured and for what purposes, receiving their affirmative and unequivocal consent.
- Take technological security measures to protect personal data. In the case of hotels, both hardware and software applications as well as hard copy files should be reviewed.