Dos and Don’ts of Marketing for Technology Companies

Published on: 22 November 2018 Last Updated on: 08 August 2019

Marketing is essential to the success of any business – and that includes technology companies.

According to The CMO Survey, tech companies spend 15% of their total budget on marketing. Second, to Consumer Packaged Goods industry, the tech sector has one of the highest budget allocations for marketing. In fact, tech giant Samsung is considered the second largest advertising spender worldwide with a total $9.2 billion advertising spending. This underlines the importance of marketing in the technology industry.

When you don’t run an effective marketing campaign, you’re doomed to fail — no matter how impressive your solution is. Unfortunately, a lot of tech companies, especially startups, still fail to recognize this fact. While some technology companies have marketing plans, many of these are ineffective.

We’ve seen a lot of tech companies come and go. And many of those companies that failed didn’t give marketing the right attention it deserves. To these companies, hindsight is an amazing but useless thing!

The good news is that you don’t have to commit the same missteps of these failing (or failed) tech companies. They are avoidable – and you can learn HOW to avoid them.

Here are some do’s and don’ts of running an effective marketing for a technology company.

DO: Be bold and interesting

When a tech company grows, their marketing strategies tend to stagnate and settle with the ‘usual campaigns’ that may have worked for them in the past. But the problem is that the competition is ever evolving. As such, your marketing strategies need to stay bold, interesting and exciting too.

Always remember that the moment you settle with formulaic marketing techniques, you become less competitive. Don’t wait to become irrelevant. Study your market, know where it’s headed and be ahead of the pack.

DON’T: Set up and just wait for visitors

So you’ve built a website, social media networks and added some content. But it shouldn’t end there. Don’t expect people to find and visit your page. You have to invest in promoting and marketing your online presence. Great content, social media presence and effective SEO for technology companies are vital to connecting with your customers.

DO: Focus on your company instead of customers

Perhaps the cliché, “the customer is always right” also means “the customer is king!” Unfortunately, not all tech companies realize this. Marketing campaigns of many tech companies focus so much on their products or services, but never really about their customers.

But the fact is that customers only care about their problems, needs, and goals. They’d only want to know if you offer a solution to their problem. To engage their interest, talk about how you can help them and in the language they understand. Effective marketing talks about how you can solve a problem, and once you get their interest, you can then brag about your product’s features.

DON’T: Spend too much or too little

For your marketing campaign to be effective, it needs to be funded adequately. According to U.S. Small Business Administration, a company should devote at least 7 to 8 percent of your gross revenues for marketing and advertising. This underlines the importance of marketing. You will spend on various marketing channels, and maintain a good marketing and sales team. Scrimping on your marketing budget can do more harm than good to your tech company.

A 2016 Gartner Survey shows that budget allocations for marketing continue to increase, climbing to 12% of the company budget. The tech industry is a very competitive one and there is a need to keep abreast with competition.

However, this doesn’t mean you can spend all of your revenue on your marketing. You don’t want to pour in your budget on failing or badly-managed marketing techniques. Evaluate each of the marketing strategies you employ and see which one gives you the most ROI. Study your target audience and know how to engage them better.

DO: Delegate to experts

Maybe you’re a great developer or an experienced CEO, but that doesn’t make you a good marketing person or a salesman. This is a common mistake of many tech companies. While you can give your inputs and ideas, you should give your marketing team the flexibility to create an effective marketing campaign. Pick people who have the credentials to run your company’s marketing.

DON’T: Ignore your online presence

A lot of tech companies tend to ignore their website and social media channels soon after launching them. It’s a huge mistake! Launching a website or social channels is not a one-off thing. It needs a sustained marketing effort to get your website work for you. Consider your website as an investment and as a vital part of your marketing strategy. You’ll need the help of agencies providing continuous website development to ensure that your website remains up-to-date, functional and effective. Keep your web presence active and relevant – it’s an important part of your branding.

DO: Focus your marketing efforts

In an effort to get a wide audience, some tech companies create an unclear persona and a scattered, complicated marketing campaign. As a result, they end up wasting their budget. While you want to reach as much audience as possible, launching a marketing campaign without proper targeting can both costly and wasteful. You need a targeted and focused marketing.

Know your product or service and engage a specific market segment, particularly those with the highest chances of conversion. Do your research and discover where your target audience is. Take note that not everyone is a potential customer – focus on channels that bring you the best results. For example, if you are marketing a tech solution for gamers, you will have the best returns if you place your ads on a gamers’ forum instead of a woodworkers’ forum.

DO: Build a strong organic relationship

Nowadays, it’s very easy to buy traffic or page visits from dodgy merchants. But the problem is that these numbers mean nothing to your business. Sadly, this remains one of the most common mistakes of many tech companies. In an attempt to boost their online presence in an instant, some companies resort to devious digital marketing schemes that promise to increase their web presence overnight. This is a major and wasteful misstep you should never do.

Your marketing campaign should focus on building your product. Letting people know what solutions you offer, engaging your audience and building strong organic relationships. Invest your time and efforts into marketing strategies with good returns – and you’re on the right track.

Read More:

Content Rally

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

View all posts

5 Ways Technology Will Change the Hospitality Industry Post Covid-19 Pandemic

With the Covid-19 pandemic in the equation, the hotel industry is no longer the same. However, it’s here to stay, just as much as the pandemic might persist in the long haul. People will continue to travel, seek business accommodation from Northampton, dine, and hold business conferences, even as the pandemic rages. With travel restrictions, lockdowns, and social distancing measures, the hotel industry has been hit hard by the effects of the pandemic. However, it’s only a case of being down but not out. Now is the time to prepare accordingly to equalize the damage caused by the pandemic and to prevent any possible future damage caused by the same or a different emergency. By managing insurance policies and even conserving cash in the hospitality sector, the industry can acquire a comprehensive level of preparedness that can protect it, its team, and its customers in the long run. How technology will transform the hotel industry post Covid-19 While focused on maintaining a business, the main priority of the hotel industry in this era is to protect guests and staff against the COVID-19 pandemic. With this on the table, the industry is keen on adopting cutting-edge technologies that can offer solutions without interfering with the underlying business prospects. Across every industry, the pandemic has given birth to new norms. Mask wearing, hand-sanitizing, and social distancing have become universally accepted in all sectors including the hospitality industry. In addition to these, what more does the industry need to restore consumer confidence and revive its economy? Across the globe, hotels have adopted scannable QR codes and contactless hotel-booking and check-in procedures instead of traditional tangible menus and catalogs. The hospitality industry can also take advantage of Google review QR code, so customers can easily rate their services online. Touchless payments, mobile room keys, in-app appointment booking, and orders have become the new norms. With various types of technology in the offing to keep the economy rolling, the following are better placed and more relevant to the hospitality sector. Compliance monitoring Compliance protocols are gaining more priority as people try to remain relevant to the condition. For instance, the introduction of AI facial recognition engines with extra features to match the COVID-19 situation. Such technologies have integrated mask-detection features that allow it to identify individuals even while wearing masks. This helps alert the management in real-time when someone accesses the premises without a mask or improperly wears one. Another important component of compliance is thermal-camera integration. With social distancing procedures, temperature taking from a distance will become the norm going forward. Location detection Covid-19 pandemic has created a situation where people need to share real-time information. Some countries have already come up with location-detection apps, which passengers entering the country have to download immediately when they land at the airport. Going forward, investing in location-sensitive apps and geofencing technology is becoming the new norm for travel brands. This will facilitate the acquisition and sharing of real-time information that can restore consumer confidence in the industry’s overall safety. This practice will work especially for people who opt for road-trips to reinforce social distancing. For instance, hotels could install geofences that deliver push notifications to visitors within a certain radius. Importantly, the notifications could come with special offers or promotions, giving them an edge over their local competitors. Location data could also help activate contactless check-in upon arrival at the hotels and during checkouts. Using the same technology, accommodation facilities can communicate on-site capacity limits and other conditions to their visitors in real-time. This could help avoid congestion in the facilities. Similarly, rail and bus operators can use the same technology to alert their passengers on arrival times. This can help avoid overcrowding at stations and platforms. Touchless communications To enforce a new way of guest engagement during and after the pandemic, the hotel industry needs to go contactless. This would help lower the spread of the virus from surface-to-surface contact. Reliable providers are already helping boarding facilities integrate contactless technology in their Property Management System. This technology facilitates real-time, secure communication between hotel staff and guests. The staff responds immediately to the guest’s needs even without asking for their name or room number. Another contactless option is to activate AI technology like chatbots that can communicate in multiple languages. With contactless technology, guests would even be able to access hotel services through their mobile devices. Alternatively, they can pair their mobile devices with hotel electronics like in-room TVs. This can help them accomplish much more by just scanning a QR code. Super sterilization and robotic technology In addition to these technologies, the hotel industry should consider investing in super sterilization technology as well as robotic technology. Reliable tech companies are already coming up with FDA-approved solutions that would ensure surfaces remain super sanitized to prevent any chances of spread. Similarly, robotic hotel staff will reduce person-to-person contact, aimed at minimizing the effects of the Coronavirus pandemic. Some tech companies have already invented hotel robots that can deliver water bottles, fresh towels, and other hotel amenities to hotel guests. Apart from that, social robotics may also lead the industry to a better position with caretaking approaches. These can understand users better with unbiased approaches. Their consistent performance can be the key to the future development of the hospitality industry. Final thoughts Even as the hospitality industry reopens for business, we should be ready to adopt the ‘new normal.’ Besides, consumer expectation is going to be higher post-pandemic, which is why only facilities that will cater to consumer needs will be able to win brand loyalty. The COVID-19 pandemic has undoubtedly prompted the inclusion of new technologies into hotel operations. Tech features that could have been otherwise used as novelties or extra conveniences have become a solid part of the system. Integrating them fully into the hospitality system could see the industry thrive during and after the pandemic. Read Also: High Technology Devices for Better Life 5 Hotel Housekeeping Tricks You Need To Clean Your Bathroom 7 Ways Technology Can Help in Customer Management and Sales

Smart House Technology for Saving Energy

From smart locks to futuristic thermostats, modern homes are living up to their name more every day. But these technologies aren't just convenient and innovative. Though they do make life easier, they can also put a huge dent in your utility bills and help you consume less energy at home. This is possible with a smart thermostat, for example, which monitors your lifestyle habits (i.e., when the house is empty or when everyone turns in for the night) and makes temperature changes to optimize your energy use. Smart House Technology for Saving Energy: Adjusting your thermostat by 7-10 degrees for eight hours can make a significant difference in your energy consumption, and smart technology makes it easy to do so without having to compromise your family's comfort at home. The device will simply make the temperature change when everyone is at work or school, for example. A similar but less talked about innovation is motorized window shades. These open and close at peak times throughout the day to help heat and cool your home naturally. These and other energy-saving smart technologies are outlined in greater detail in the infographic below. Modern technologies are certainly eye-catching, but plenty of less thrilling appliances, such as efficient stoves and dishwashers, are also being innovated to consume less energy. A professionally installed new HVAC system, for instance, will keep you comfortable while lowering your utility bills. This will ensure you can cool off and warm up with a quality system while also integrating energy-saving technologies and practices at home — all without compromising your comfort. Read Also: 5 Tips For Buying A Second Household Get The Best Assistive Technology: A Telecare Equipment

10 Essential Facts To Know While Translating In Creative Translation

Translation is not merely about converting words from one language to another. It is a delicate art that requires finesse and creativity to convey the intended message accurately. While traditional translation focuses on maintaining the literal meaning of the source text, creative translation takes things a step further by infusing creativity and adaptability into the process. Ten essential facts to know while translating in creative translation In this section, we discuss the ten critical facts to know while translating in creative translation. 1. Context is Key When it comes to Creative Translation Services Singapore, context plays a pivotal role in ensuring the accuracy and effectiveness of the translation. Understanding the cultural background, target audience, and intended message of the source text allows the translator to adapt the translation in a way that resonates with the target readers. For example, consider a marketing campaign for a new car targeting Singaporean customers. While translating slogans or taglines, a creative translator must be aware of the local culture, preferences, and values. Adapting the message to Singaporean colloquialisms or incorporating cultural references can make the translated text more engaging and relatable. 2. The Power of Adaptation Creative translation goes beyond the literal translation of words. It involves adapting the content to suit the cultural and linguistic context of the target audience. The goal is to maintain the essence and impact of the source text while ensuring it resonates with the target readers. For instance, let's say you are translating a novel set in London for a Singaporean audience. The original text may reference British landmarks and cultural references that may not be familiar to local readers. A creative translator would adapt the text by replacing these references with Singaporean equivalents, maintaining the same impact and immersing the readers into the story. 3. Multilingualism in Singapore Singapore is known for its cultural diversity and multilingualism. The country has four official languages: English, Mandarin Chinese, Malay, and Tamil. This linguistic diversity presents both opportunities and challenges when it comes to creative translation. A creative translator in Singapore must be sensitive to the nuances of multiple languages and their speakers. They must navigate through the intricacies of code-switching, language choice, and cultural variations to create translations that are not only accurate but also resonate with the different language communities in Singapore. 4. Cultural Nuances and Idioms Every language has its own set of cultural nuances and idioms that are deeply ingrained in its speakers' everyday communication. Creative translation requires a comprehensive understanding of these cultural nuances to effectively convey the intended meaning of the source text. Consider the English idiomatic expression "It's raining cats and dogs." A creative translator would not translate this phrase literally when targeting a non-English-speaking audience. Instead, they would adapt it to an equivalent idiomatic expression in the target language, ensuring the translated text captures the same essence and impact. 5. Varying Degrees of Creativity Creative translation is a spectrum, with varying degrees of creativity depending on the project at hand. While some projects may require a more liberal approach to translation, others may demand a more conservative and accurate rendition of the source text. For example, translating a work of fiction allows for greater creative freedom, as the focus lies on evoking emotions and capturing the essence of the story. On the other hand, translating legal or technical documents requires a more precise and accurate translation to ensure legal compliance and clarity. 6. The Role of Technology In today's digital era, technology has become an integral part of the translation process. Machine translation tools and computer-assisted translation (CAT) software have improved the overall efficiency and accuracy of translations. However, when it comes to creative translation, the human touch remains essential. While machines can assist with linguistic accuracy, they often lack the creativity, cultural understanding, and adaptability that human translators bring to the table. Creative translation demands the subtle nuances and expertise of a skilled translator to truly capture the essence of the source text and engage the target audience effectively. 7. Personal Experiences As a translator myself, I have had the privilege of working on numerous creative translation projects. One particularly memorable experience was translating a series of children's books from English to Malay for the Singaporean market. The challenge lay in preserving the humor and playfulness of the original text while adapting it to the local cultural context. Through creative translation, I was able to introduce local folktales and idiomatic expressions that Singaporean children could relate to, making the books more engaging and enjoyable. Witnessing the positive response and seeing the children connect with the stories on a deeper level was truly gratifying. 8. Balancing Authenticity and Adaptation One of the key challenges in creative translation is finding the right balance between authenticity and adaptation. While it is crucial to maintain the core message and style of the source text, it is equally important to ensure the translation resonates with the target audience and reads naturally in the target language. For instance, translating a famous literary work requires preserving the author's unique voice and writing style. However, a creative translator must also consider the preferences and reading habits of the target audience to create a translation that captures the essence of the original while remaining accessible and relatable. 9. Translators must Be The Negative Speakers The ultimate need for translation in business is to look out for deeper penetration. You need to connect with the audience and the potential customers to get a better example. The bilingual individual responsible for the translation consciously takes the pathway of biasedness. It means they must be negative individuals. Their translations must have to be local enough. But at the same time, they also have to ensure that they do not turn out to be negative speakers minus any kind of bias. Creative translation does not imply that you alter facts straight away with the help of biasedness. 10. The Machine Will Never Replace The Translators With the rise of technology, the employees related to this very sector think that one day they will be obsolete due to the rise of machines. Machine translation has evolved a lot in recent years. But when the discussion comes to creative translations, machines will never be able to replace humans. Firstly, the machine needs to have the power to accumulate a set of ideas and completely reproduce them into an artistic rendition. The machines have their limitations. They have information but zero creativity. Let us be assured of it. This is a capability that only stays with the human being. Conclusion Creative translation is an art that allows for the seamless transference of ideas, emotions, and cultural nuances across languages and cultures. By harnessing the power of context, adaptation, and cultural understanding, translators can create translations that not only convey the meaning accurately but also engage and resonate with the target audience. As the world becomes increasingly interconnected, the need for effective and creative translation continues to grow. So, if you find yourself needing to translate marketing materials, literary works, or any content that seeks to captivate your target audience, consider the expertise of IPPWORLD. With their deep understanding of the creative translation process, IPPWORLD can help you unlock the full potential of your content and connect with audiences across various languages and cultures. Read Also: What Should my Content Cover to Rank on Google? How To Use Google Ads To Your Advantage The Basics on Google Local Algorithm

Dos and Don’ts of Marketing for Technology Companies

DO: Be bold and interesting

DON’T: Set up and just wait for visitors

DO: Focus on your company instead of customers

DON’T: Spend too much or too little

DO: Delegate to experts

DON’T: Ignore your online presence

DO: Focus your marketing efforts

DO: Build a strong organic relationship

How Portable Metrology Tools Are Making Manufacturers More Flexible

Why Sensors are Essential in Machine Automation

Tags

Content Rally

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

Leave a Reply

Popular

Technologies For Creating A Startup Idea

How to Download Facebook Videos on Android?

7 Rules of Effective Ecommerce Web Design

The 10 WordPress Plugins Every Sucessful Blogger Uses

Follow Us

Recent

Finding the Perfect Fit: A Landlord’s Guide to Selecting Suitable Tenant

How Senior Living Communities Provide a Safe Haven for Seniors

How to Conduct an Interview – What Should I Know Before My First One?

How Do I Qualify for High Paying Remote Jobs?

Related

5 Ways Technology Will Change the Hospitality Industry Post Covid-19 Pandemic

Smart House Technology for Saving Energy

10 Essential Facts To Know While Translating In Creative Translation

Dos and Don’ts of Marketing for Technology Companies

DO: Be bold and interesting

DON’T: Set up and just wait for visitors

DO: Focus on your company instead of customers

DON’T: Spend too much or too little

DO: Delegate to experts

DON’T: Ignore your online presence

DO: Focus your marketing efforts

DO: Build a strong organic relationship

Share this Article

How Portable Metrology Tools Are Making Manufacturers More Flexible

Why Sensors are Essential in Machine Automation

Tags

Content Rally wrapped around an online publication where you can publish your own intellectuals. It is a publishing platform designed to make great stories by content creators. This is your era, your place to be online. So come forward share your views, thoughts and ideas via Content Rally.

Leave a Reply

Popular

Follow Us

Recent

Related