The tidal wave of growth is upon us — an unprecedented economic boom that will manifest later this year, bringing significant investments, acquisitions, and customer growth. But most tech companies and startups are not adequately prepared to capitalize on the opportunity that lies ahead.
Here’s how marketing in tech will shift — and what you need to know to reach more customers and accelerate growth in 2021. First and foremost, differentiation is going to be imperative. It’s already hard enough to stand out and get noticed, and it’s about to get much more difficult as new companies emerge and investments and budgets balloon in the latter half of the year. Virtually all significant companies increase budgets to pre-pandemic levels but delay those investments until the second half of the year. This will result in an increased intensity of competition that will drown out any undifferentiated players.
Additionally, tech companies need to be mindful not to ignore an essential part of the ecosystem: people. Technology will only take you so far, and it’s not going to be enough to survive the competition. Marketing is about people, including your customers, team, partners, investors, and the broader community.
Understanding who your people are and how you can use their help to build a strong foundation and drive exponential growth is essential. Tactically, the most successful tech companies will embrace video and experimentation in their marketing — two components that will catapult them ahead of the competition.
Ignoring these predictions, backed by empirical evidence, will be detrimental and devastating. Fasten your seatbelts: 2021 will be a turbo-charged year of growth opportunities for marketing in tech.