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  • Writer's picturemichal yogev

Beyond the Buzz: Why Technology Marketing Alone Won’t Set You Apart

Updated: Aug 7, 2023


I haven’t met a technology-based company that isn’t head over heels in love with its technology. And I get it. I truly do. Investing time, money, and expertise into developing cutting-edge technology is an impressive feat. But here’s the hard truth: in today’s crowded market where every company is proud of its technology, simply having great technology is not enough to differentiate yourself.


As a technology-focused strategist, it breaks my heart to deliver this message to my clients. It’s never an easy conversation, but it’s one that needs to be had. Having great technology is no longer a unique selling point. It’s expected. The real challenge lies in finding those super-power features and characteristics that will make your company stand out from the rest.


To truly differentiate yourself in the market, it’s crucial to identify and emphasize the super-power features of your technology. These are the exceptional functionalities or capabilities that set your product or service apart. Whether it’s lightning-fast processing speeds, unmatched accuracy, or game-changing user interfaces, these features should form the core of your marketing efforts.


Marketing Technology
Marketing Technology

However, to truly break away from the pack, you must shift your focus beyond technology alone. It’s time to explore additional marketing and brand aspects that complement your technology’s super-power features. Here are some additional facets of your company that may help you redefine your strategy and find that distinctive edge:

  1. User-Centric Design: Highlight the user experience and intuitive design of your technology. By prioritizing usability and creating an interface that is easy to navigate, you can provide a superior experience for your customers. This not only differentiates you from competitors but also builds brand loyalty. Apple is a great example. While Apple is known for its cutting-edge technology, it differentiates itself by focusing on user experience, sleek design, and seamless integration of hardware and software.

  2. Personalization and Customization: Tailor your technology to meet the unique needs of your customers. Offering personalized solutions or customizable features allows you to cater to specific requirements, giving you a competitive edge and making your customers feel valued. Spotify is a prime example of a brand that excels in personalization. The music streaming platform has revolutionized the way people listen to music by offering highly tailored and personalized recommendations to each user.

  3. Thought Leadership and Industry Expertise: Position yourself as a thought leader in your industry. Share informative content, industry insights, and participate in relevant events and conferences. Establishing yourself as a trusted authority builds credibility and attracts customers who seek expertise.

  4. Social Responsibility and Sustainability: Showcase your commitment to social responsibility and sustainability. Demonstrate environmentally friendly practices, ethical sourcing, or charitable initiatives. This can differentiate your brand and attract customers who align with your values. Tesla goes beyond being an electric vehicle manufacturer by positioning itself as a leader in sustainable transportation, innovation, and energy solutions, creating a unique brand identity.

  5. Seamless Integration and Interoperability: Highlight the seamless integration capabilities of your technology. Emphasize ease of use and interoperability, enabling customers to streamline their workflows and achieve greater efficiency. Zapier is a prime example of a brand that excels in interoperability. With Zapier, users can create customized workflows that automate tasks and data transfers between different apps. By providing a seamless and user-friendly platform for interoperability, Zapier empowers users to connect their favorite apps and services, eliminating the need for manual data entry and repetitive tasks. This interoperability not only saves time and effort but also enables businesses to optimize their workflows and maximize productivity.

  6. Exceptional Customer Support: Provide outstanding customer support services to set yourself apart. Be prompt, knowledgeable, and offer efficient issue resolution. Going above and beyond for your customers builds long-term loyalty. Zappos is a renowned online retailer that has gained recognition for its exceptional customer support. The company has built its brand around the philosophy of delivering the best customer service experience in the industry, and it has become a prime example of how excellent customer support can differentiate a brand. The company empowers its customer support team to provide personalized and memorable experiences, giving them the autonomy to resolve issues and make customers happy.

  7. Data Security and Privacy: Address the growing concerns over data breaches and privacy. Showcase your commitment to robust security measures and customer data protection. Assuring customers that their information is safe and secure can instill trust and differentiate your company.

It’s heartbreaking, I know. But by incorporating these additional marketing and brand aspects into your overall strategy, you can create a comprehensive differentiation plan that goes beyond technology alone. It’s time to leverage your technology’s super-power features while focusing on aspects that resonate with customers, build trust, and create a unique brand identity. By doing so, you can break free from the sea of technology enthusiasts and truly stand out in the market.



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