Immersed in a world of algorithms, data streams, and ever-evolving platforms, the digital age has transformed how we connect, communicate, and consume information. Yet, amidst this technological whirlwind, one must remain anchored to a fundamental truth – that technology serves its truest purpose when it elevates the human experience. For those of us crafting narratives, this principle is paramount, acting as a vital compass. While the rapid pace of technological innovation today is undeniably impressive, true value lies in how technology enhances our lives. Effective marketing transcends mere product promotion as it taps into the human story, building a strong impression of the utility of the new technology. With storytelling at the heart of the narrative, brands today must curiously explore better ways to tell a tech story with authenticity and relatability in our connected world.
High impact and power of emotional resonance
To create impact, human connection must be given priority in crafting a compelling story. Moving beyond functional benefits, it is crucial to focus on how a piece of technology can indeed fit into the customer’s lifestyle. As vanguards of the industry, we must look at technology as something beyond just a tool – but a powerful medium for connection; a fundamental element shaping how we live, work, and interact with the world. Take lighting as an example – an ambiently lit restaurant sparking intimate conversations, a stadium roaring under dazzling lights, or a child’s room transformed into a magical world with the touch of a button. These scenarios represent quintessential human moments powered by technology because light-tech is not just about illumination but creating and lifting spaces to match or reflect human moods. Marketers must harness the emotions associated with the product to create meaningful connections with their audiences and do so with care.
The art of storytelling: Bringing in the human touch
Today brand campaigns should not only evoke feelings of warmth, wonder, and community but also resonate with the customers on a deeper level. The focus shifts to demonstrating how any technology enhances productivity, fosters creativity, and elevates customer experiences. The modern marketing landscape is shaped by some pivotal factors like premiumization, customization, and sustainability. Consumers are increasingly seeking tailored solutions that align with their values and preferences. To stay relevant, we must move away from highlighting the ‘what’ of technology to emphasizing the ‘why’ of it. We must strive to humanize our technology through impactful storytelling wherever there is an opportunity, by focusing on the tangible benefits it brings to individuals and businesses.
Powerful thought leadership as an integral trust builder
Thought leadership, when strategically harnessed, plays a pivotal role in humanizing technology, by exploring the ethical, societal, and community implications of innovation. This involves probing complex questions with a perspective on how technology is creating an impact on the customer’s life. Brands must seek to inspire action for real impact. As industry leaders, we must invite others into the conversation to foster a sense of shared ownership and responsibility. And that, I believe, is the key to building trust: making it less about the gadgets and more about the people those gadgets are meant to serve.
Tapping into the customer’s life with everyday transformations
Success in marketing a technology lies in understanding the human needs driving these advancements. As we are witnessing rapid developments in Artificial Intelligence (AI) and its potential to transform the world, UGC and associated data are essential for marketers today to refine messaging and deepen their understanding. By analyzing trends, conducting surveys, and maintaining open dialogue with customers, brands can anticipate needs and create solutions that enrich lives. Building trust and lasting relationships requires a genuine grasp of customer challenges and opportunities. As marketers, we must create space for a more human-centred approach to technology and invite others into the conversation. The future of technology isn’t about replacing the human element; it’s about amplifying it. It’s about creating a world where innovation empowers us to connect, create, and thrive. And that’s a future we’re passionate about illuminating, together. By focusing on the human spark, we can unlock the true potential of technology and build a brighter future for all.
This article is penned by Nikhil Gupta, Head of Marketing, Strategy, Govt. Affairs & CSR at Signify, Greater India
Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.
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