The value of marketing in technology

The digital world we live in is non-stop, presenting us with everyday challenges and opportunities that redefine our professional profile, as we grow in the technology industry.?

Traditional marketing as we know it has evolved and is crucial to help businesses gain and keep customers. Marketing roles at technology companies can be dynamic and interesting, but it’s important to understand that much of the day-to-day work should be focused on long term business relationships.?

The vast majority of?marketing roles in this industry are focused on designing strategies, overseeing communications and efforts such as product launches, distribution, and advertising. So, what is next for marketers in the technology field??

As companies grow, the most successful firms are those that learn how to transform and empower their marketing teams. Adriana Miron, Digital Marketing Director at Tridius Technologies, shares three takeaways to help you understand the true value of marketing in this industry and how to apply strategic thinking to make your company stand out from the rest. ?

What makes marketing valuable??

Marketing has changed drastically since the advent of social media. The shift from offline customers to having them spend most of their time in front of a screen, has given us a deeper look into their interests and habits.?

This data, combined with powerful technology such as the cloud and automation tools, has enabled us to analyze large datasets and find trends to adapt our way of approaching them, this allows a quicker time to purchase and increased long-term satisfaction.?

Lastly, this convergence between marketing and technology, and the need to analyze data quickly and make informed decisions has created the need to become an expert in several marketing tools which gave birth to the marketing technologist, a very coveted role for any business looking to scale up.?

Marketing is no longer a “gut feeling”, it is big data, project management, technological expertise, and soft skills.?

This is why?at Tridius Technologies, we place a heavy emphasis on keeping our employees at the forefront of technology through constant investigation and learning, this enables us to approach our customers with innovative solutions for their IT problems.?

It is a common misconception that just because someone is working at a tech company,?all of?their internal processes and tools are set up perfectly. Because technology changes so quickly, it is very hard sometimes to keep up, as incoming projects from internal and external stakeholders are never ending.?

One of the most important things is to understand that?in order to?be successful, one must stay abreast of the tendencies in technology, and seek education in those tools and practices that you will need to have expertise in if you want to stay competitive.?

The starting point?

Once you decide to take the step and become a marketing expert in the technology industry, strategy comes as a priority. So, does one start? According to Adriana, we should always begin with the buyer persona. Once that is defined, it will be easier for the marketer to understand where to find this person, according to their characteristics.?

It’s also important to note that once size of the market has been researched, the strategy and budget play a pivotal role in how many and which tools we will invest in, and the likelihood of those generating ROI (Return on investment). The success rate of the process is also very dependent on how well the marketing plan has been developed.?

The Future of Marketing?

As marketers, we can not only re-shape our brand, define its purpose, raise awareness, and play a more strategic role within the company. Adriana recommends that all marketing specialists stay current by following relevant business newsletters, networking, seeking mentorship and asking for guidance anytime needed.?

One of the biggest pieces of advice I could give is, be receptive to feedback. Don’t take the negatives too personally. Learn how to fail forward, and learn how to ask for help, as well as to say no and delegate when you have the opportunity. Teamwork is key.?

In marketing we not only play a critical part as our role is merging different functions into one (i.e., business analyst), we’re receiving more control over data, therefore we have increased power not only over our own decisions, but to influence upstream and to change the future of the company as well.?

I feel like this industry is one of the few that no matter what, it’s here to stay. The tech industry is?definitely not?for the faint of heart, but it sure is an amazing experience, especially when you get to step back and see the bigger picture, and how it has changed humanity for the better, in many ways.?