The skills you need to succeed as a marketer in the tech environment

By our News Team | 2023

While marketing expertise can be transferable across industries, the intricacies of the tech sector demand a distinct set of competencies.

Marketers operating in the technology environment require a slightly different skill set to those working in other sectors.


Why? Because the tech industry is inherently transformative by nature, with disruption as a central theme in its evolution.

Marketing Skills

Photo by Kindel Media from Pexels

As a result, says Dumisani Moyo, Marketing Director at SAP Africa, the role of tech marketing differs fundamentally from marketing functions in other sectors. While marketing skills can indeed be transferable across various industries, the intricacies of the tech sector demand a distinct set of skills and competencies.


In a blog post published on the SAP website, Moyo lists those key competencies. Among them:


Continuous learning, adaptation and evolution


Whether it is discovering new ways of leveraging technological advancements to solve business problems, creating new products and markets, or helping businesses run more efficiently, one thing is certain: it is up to the marketeer to create and craft a seamless synergy between the solutions they sell and the pressing business challenges that the market is trying to solve. 


Tech marketers must, therefore, possess a profound understanding of the current challenges and opportunities in the markets they serve, says Moyo.


Maintaining a strong commitment to learning and nurturing one’s curiosity is crucial in the fast-evolving tech industry. Staying current with the latest trends, tools and strategies requires a proactive approach, as well as continuous self-development efforts.


Skills in digital literacy and emerging technologies


To fully understand and leverage digital marketing skills, one needs to understand competencies such as search engine optimisation (SEO), search engine marketing (SEM), social media advertising, content marketing, and many other digital channels, techniques and approaches.


Moyo believes tech marketers must also adeptly analyse and interpret data, since modern marketing decisions – including resource and budget allocation – rely heavily on data. Proficiency in analytics tools is also indispensable, and leveraging emerging technologies like artificial intelligence (AI) and automation is no longer an exception, but the norm.


Aligning solutions with market needs through personalisation


Now, more than ever, customers in both B2C and B2B settings demand tailored messaging that aligns with their industry specific needs.


To effectively promote their organisation’s solution, tech marketers must fully grasp the significance of personalised marketing and delivering exceptional customer experiences. 


According to Moyo, this entails customising messages, comprehending the anticipated user experience, and selecting the most suitable engagement channels. Focusing on creating relevant content and storytelling enhances personalisation and message effectiveness.


You can read the full blog post here.


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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.