Blog post

Exploring Communications Challenges in the Tech Sector

06 December 2017
Exploring Communications Challenges in the Tech Sector
Exploring Communications Challenges in the Tech Sector

Author - Sarah Wilson, Marketing Manager

Over the years, we have worked with several technology companies, helping them to deliver clear and concise messages in a way that connects and resonates with their audiences, whether that’s employees, resellers or end users.

During that time, the technology sector has grown and developed at a rapid rate, and we’ve witnessed how the communications challenges tech companies face keep on growing too. Just think about the increasing crossover of products with competitors - take cloud based storage for example; type that into Google and the number of companies and products that pop up is incredible.

So, how do you make a choice? And, how do tech companies, and their products, stand out from the competition?

It is made doubly difficult by not having a tangible product to experience. We are up to six times more likely to connect with, and remember something we have been able to interact with physically, but, when your products all reside in the digital space, that just isn’t possible.

And, just to add an even greater level of complexity, it is all very well to be able to communicate the technical specifications to tech savvy end users. But, how do technology companies help end users justify the spend to their superiors who may not have the same level of specialist knowledge as they do?

Clearly, companies working within this sector have huge communications challenges to overcome.

Just this week I was doing some research into a technology company and a specific product it offers. I was impressed with how clearly the product had been explained on the website and how the benefits of the product for the end user (in this case a developer) had been highlighted. However, I had to question what was the real benefit for partnering with this particular tech company, not just to the end user with specific functional needs, but to an organisation looking for a partner to help them deliver against their business objectives?

Clearly, tech companies need to demonstrate the real value for working with them – something that goes beyond just the products they offer. Could this value, in fact, be the insights that they provide to their customers? Communicating the vision of what computing will look like in the future, and how they will support their customers and futureproof their approach, surely has got to be central to their offer.

I could even go as far as to argue that communicating the vision is more important than talking about the products themselves. By doing so this would provide the confidence the customer needs to invest in a partner, not just for now but for the long-term – now that makes good business sense to me.

At Inspired we help companies to overcome these communications challenges. To find out how we can help you do the same, get in touch.

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Creating a high impact event environment for the data and storage industry.

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Unveiling new showroom experiences for a leading Volkswagen retailer.

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Marking 40 years of leading edge thinking in the UK automotive industry.

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Last week @Google were named the best company to work for due to the incredible benefits they offer their employees… https://t.co/OChgyw6zKg

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