So what’s different about tech?
The way in which consumers operate in technology markets is very different from other markets. This is not to say that parallels cannot be drawn with other categories but there is a unique combination of factors underpinning consumer activity and marketing strategies within the technology space. Therefore, the way in which we go about researching consumers and advising on marketing strategies is rooted in a deep knowledge of the category. Some of the most significant features of consumer issues in technology include:
- Focus on the future;
- High consumer engagement;
- Focus on customer experiences;
- Conflicting consumer desires and business realities;
- Fragmentation of brands and channels.
Understanding consumer activities and generating appropriate strategies is possibly no more challenging than in other categories but it is different, and it requires a specific approach to be successful.
TechTalk Magazine
Colin Strong