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Market Tactics for Your Tech Brand

“Competition is only going to get fiercer!”

Yes, true. As marketing evolves so too will customer preferences and expectations. If you aren’t monitoring these trends you won’t be positioned to develop tactics that work for your brand. This is especially true for tech brands; just because you’re well-versed in tech trends pertaining to your product does not mean you’re aware of tech integrations for marketing solutions.

What market tactics should your tech brand adopt?

Personalization

According to Forbes, customers who get a tailored, curated experience are more likely to make a purchase. They’re also more likely to buy from you again. Two in three (66%) customers expect companies to understand their unique needs and expectations. Around the same number (68%) expect brands to demonstrate empathy.

Personalization can get downright creepy if you take it too far. Customers already feel like their mobile devices are listening to them 24/7 in order to grease a sale. Need some ideas that personalize in an appropriate way? Try these.

Welcome returning customers with unique images and messaging based on market personas.
Use dynamic remarketing to reach customers who are still on the fence about a purchase.
Personalize your outreach based on specific actions, such as an abandoned cart.
Segment your email list by things like browsing history, prior purchases, location, purchase time and other digital marketing data points.
Personalize email content with images and descriptions of products that your customers have searched for or purchased in the past.

Prioritize Privacy

Following personalization, this has to be number two. Customers want a personalized experience, but not at the expense of comfort or safety. Mishandling customer data and user privacy is a sure way to ruin customer relationships.

Homing in on first-party data will be crucial. You can also offer customers discounts in exchange for personal data — just know they’re likely to expect a higher level of customer service in return.

First Party Data is Crucial

We said it under bullet (2) and we’re saying it again. First. Party. Data. Is. Crucial. Nearly 80% of Americans are concerned about how their data is being used by companies. Big Tech responded by banning third-party cookies. This basically upended digital marketing best-practices, and brands need to adopt new strategies for connecting with customers.

That means capitalizing on first-party data. Customer data from sources like completed on-site purchases, surveys, customer feedback and your CRM is invaluable because you own that data outright and it gives you the best insight regarding your ideal customer.

Use machine learning for paid media.

Speaking of first-party data, don’t task an intern with sifting through mounds of data when AI-powered solutions can do it in a fraction of the time.

It can help you determine when a user is most likely to click on an ad and when they’re more likely to convert on your site.

Google’s “maximize conversions” bid strategy, uses advanced machine learning to automatically optimize bids based on historical information about your campaign and budget. This is one example of effective AI application that reduces the digital ad placement guessing game.

You Need Video

We’ve already highlighted the value of video to content marketing campaigns, but it’s a tactic that really can’t afford to be a tertiary consideration. Move it front and center! And hire creatives if your team doesn’t have vid savvy folks on payroll.

For tech brands, educational content has always reigned supreme, but you can turbo-boost your audience with some quick tweaks. Turn that blog post into a script and blast informative, approachable, interesting content in the social stratosphere. You don’t need a nerd in front of the camera to have really engaging, smart, entertaining video content.

Choose the platform that’s most likely to reach your customers. TikTok attracts a younger audience (nearly half of the platform’s users are under age 30). Instagram has a more diverse audience, with nearly half of all users falling between the ages of 25 and 44. It should be mentioned that YouTube is muscling its way into this segment, but data still favors TikTok and IG Reels. Consider which platform is more likely to resonate with your target audience and get creating!

Need a personalized tactical strategy for your tech brand? Get your free marketing playbook.