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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.
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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