Nothing in technology, it is said, stays the same for long. And if you’ve spent any time in the IT industry, you’re well aware of this fact.
As we move through 2022 and the issues it brought (hello, supply chain disruptions and inflation), markets will continue to alter as technological advances are released. The overarching technological trends for 2023 will be technology convergence and digitalization, which will have far-reaching ramifications across many corporate sectors.
In today’s technology-driven world, emerging technologies such as the cloud, artificial intelligence (AI), and the Internet of Things (IoT) are transforming how we live, work, and communicate. They provide a variety of advantages, including enhanced efficiency, lower costs, and better user experiences. Many firms, however, remain cautious to accept new and unproven solutions due to a misunderstanding of their benefits. This is when marketers come in to define the benefits of developing goods. We are in charge of outlining the advantages and generating interest and acceptance.
This task can be difficult. Using a new technology in a firm might take time owing to a variety of variables. They include the expense of adopting cutting-edge technology, which may be prohibitively expensive. Furthermore, organisations may be hesitant to adopt new technology if they do not perceive a clear return on investment or do not have the funds to do so.
This is where we step in. Marketers influence technology adoption through raising awareness, establishing reputation, and increasing demand for new technology. Consider how marketing influences the adoption of new technology in emerging market sectors.
Visibility
It is critical to raise awareness and interest in developing technologies in order to attract potential consumers and drive adoption. Talking about a new idea generates excitement and expectation, which may capture attention and build interest. This is especially significant in terms of attracting early adopters who may help establish it as a valued addition to a particular market. Additionally, raising awareness fosters a community of users and advocates who may be positioned as thought leaders, providing important comments, insights, and support for the product.
Value
The cornerstone of any connection, including that between a brand and its customers, is trust. If you’re introducing disruptive technology into a new market, you must first establish credibility and trust among potential users. Let’s face it: many people will be wary of new solutions, especially if they have previously had terrible experiences with unproven market breakthroughs. Brands may develop credibility and trust with potential consumers by presenting tangible instances of how it has been effectively employed in certain situations. This can assist overcome adoption obstacles and boost growth.
Consider how prospects perceive the brand. Users are reluctant to purchase your brand’s products or services or promote it to others if they do not trust it. A trustworthy brand, on the other hand, is perceived as credible, dependable, and reputable. This is especially important in today’s digital age, as information and views about businesses are easily accessible and shared.
Differentiation
It all comes down to what it can offer that is distinct from everything else. Establishing a new technology’s value proposition aids in differentiating it from competitors’ offers. In many emerging markets, many rivals vie for the same clientele. Identifying its distinctive traits and functions distinguishes it from its competition. It shows why it is the greatest option for potential consumers, leading in a competitive advantage and a larger market share.
Simplification
Remove any marketing language. Simplifying your consumer messaging is critical for various reasons. For starters, it aids in making your message clear and understandable to your intended audience. This is especially important in an age when people are inundated with information and have short attention spans. If your message is convoluted or ambiguous, it will most likely be disregarded or misconstrued. Minimalism also aids in the development of trust with your audience. When you can explain your product or service in basic terms, it shows that you have a thorough grasp of it and can successfully express its worth.
Clarity
Lastly, identifying the advantages of developing technology is critical for accelerating acceptance and growth. Potential consumers cannot honestly judge its worth unless they have a clear knowledge of the benefits. As a result, adoption rates may be delayed, limiting expansion potential. Marketers may assist stakeholders grasp the total value proposition and possible return on investment by educating the market on use cases and differentiators. And it’s not just about creating collateral for your goods; it’s about having wider talks about the broader technology category and teaching potential customers about the long-term advantages and what adoption looks like today and in the future.
We live in a globalised world where trends and technology change on a daily basis. Moreover, as new technologies continue to change the way we live and work, marketers will play an important role in identifying their benefits and driving their acceptance and growth. Keeping to the fundamentals may propel a new technology into the mainstream.
Source: Forbes Communications Council
