Innovations in technology and Artificial Intelligence (AI) are booming. As tech companies push the boundaries of what machines can do, it becomes increasingly important to connect these advances with the users in a meaningful way. In order to connect with the audience and market these new technologies, it is important to opt for a humanised marketing approach to make the technology seem less daunting. This approach allows the companies to create a bridge between human experiences and technological innovations. Here are some strategies to humanise your tech marketing efforts:
Use Stories to Connect With Your Audience
Storytelling is an essential tool for marketers, one that could prove to be extremely useful when marketing AI and tech. Humans are inherently drawn to stories because they can evoke emotions and create connections.
When marketing AI and technology, focus on how these tools can positively impact everyday life. Share customer stories, use cases, or scenarios where technology has solved a problem, enhanced productivity, or brought joy. For example, instead of focusing on the technical specifications of a new smart home device, showcase how it has helped a family reduce energy consumption or how it enabled an elderly person to enjoy greater independence.
Highlight the Benefits, Not Features
When marketing your tech and AI product, focus on highlighting how it improves the life of the user or solves a real-world problem for them. Simply talking about the features is not enough, as many consumers may not relate to or understand the technical jargon.
Use instances of how the technology makes the user’s life easier, safer, or more enjoyable. For instance, rather than describing an AI-powered app with its complex algorithms, explain how it simplifies decision-making, offers personalised recommendations, or saves time.
Use Language that is Easy to Understand
When communicating, make sure to use layman’s language, free of technical jargon, to make it easy for your audience to understand. The goal is to make your technology understandable and relatable to the non-specialist. This involves using simpler terms and analogies that translate high-tech concepts into everyday language. Consider how Apple markets its products with minimal technical terms, focusing instead on how the technology enhances and integrates seamlessly into daily life.
Showcase the People Behind the Technology
People connect with people, not machines. Highlight the team behind your technology—their stories, their passions, and their expertise. This human aspect can demystify the technology and create a more personal connection with your audience. Featuring employee stories or behind-the-scenes videos can make your technology feel more accessible and less like a cold, distant entity.
Opt for a Human-Centric Design
Ensure that the user interface (UI) and user experience (UX) design of your technology are intuitive and user-friendly. A human-centered design approach prioritises the needs and experiences of the user. This not only makes technology more accessible but also demonstrates that the company values the comfort and satisfaction of its users. Highlighting these aspects in your marketing reinforces the message that the technology serves the user, not the other way around.
Engage with Ethical and Social Issues
AI and technology do not exist in a vacuum; they raise ethical and social questions. Address these proactively in your marketing. Show how your technology is developed with ethical considerations in mind, such as privacy protection, fairness, and accountability. Discussing these issues openly can build trust and demonstrate a commitment to responsible innovation.
Regular Interaction and Feedback
Maintain a two-way communication channel with your customers. Use social media, blogs, and customer service interactions as opportunities to engage with users, answer their questions, and gather feedback. This interaction shows that your company values customer input and is continually working to improve the user experience based on real human needs and preferences.
Need help crafting a humanised content strategy for your AI and Tech business? Reach out to our team today and learn how we can work together.
