5 min read

How to Market to Tech-Savvy Customers If Your Product Is Not Even Tech.

Written by
Pavlo Fedykovych
Published on
September 23, 2019
May 29, 2024

We’ve worked out a plan for you on how to market your products to tech-savvy customers. To do that you don’t need to produce a tech-related product, it’s about the audience that you’ll be able to target and interact with. Learn how to reach out to tech-savvy consumers like millennials and where to start with the customer acquisition strategy.

There are many reasons to reach out to the tech-savvy audience and young millennials while marketing your product. First and foremost, it’s about growing your customer base and interacting with the young and solvent target audience. 

Any group of consumers has its own characteristics and peculiarities that you’ve got to learn before you direct your marketing efforts towards it. When we talk about tech-savvy customers – we know about them more than ever. Ironically, technology is the reason why we now can make such in-depth research on the tech-savvy audience. So read on to understand the ins and outs of this process and learn how you can build a customer acquisition strategy to this target audience on board.

What Are ‘Tech-Savvy Customers’ Exactly About?

When we say ‘tech-savvy,’ we are not just talking about developers and those working in technological projects. As of today, we can call someone tech-savvy if he performs digital and online activities on a daily basis and simply is familiar with modern technologies. These are more likely to buy things online, make more in-depth research before buying things; they know how to use online search and value the reputation of your brand even more than elderly clients. 

The portrait of an average tech-savvy customer looks like this:

  • He keeps his communication online and doesn’t not like old-fashioned things like calling or sending mail.
  • He is skilled enough to gather data online and make a more informed decision about his order.
  • He values high-quality user-experience.
  • He is flexible.
  • He uses many apps and loves the competition.
  • He can easily switch from one product to another depending on the level of convenience and service he gets.
  • etc.

As a result of being tech-savvy consumers, they are more likely to be more informed about the marketing tricks that you may have in your pocket. They’re also less likely to interact with your brand if you only exist offline and do not take steps towards digitalization. But what exactly does this tell us about them?

What Is Customer Acquisition?

The next question that you may have right now is how the customer acquisition works when it comes to tech-savvy customers. No matter the niche or target audience you work with, you’ve got to know the basics of the customer acquisition process. 

The customer acquisition definition states that it’s a process of discovering new clients and bringing them to your business through marketing and business development techniques. 

When you decide to work with the new type of audience, you’ve got to think through the customer acquisition strategy and define guidelines on how you’ll get them on board. Once it’s all figured out, you’ll have to work out the customer retention strategy but let’s finish with the customer acquisition first. 

You’ve got to understand that this is fundamental for your business, and it doesn’t matter what the size of your brand is. You will only be able to sustain successful business operations if you master the techniques of attracting new customers to your business and converting them into sales. 

To visualize your customer acquisition journey, you should use the funnel. This is the best way to break down the buying process of your prospective client into stages and steps.

Why You Need a Customer Acquisition Funnel 

Customer acquisition funnel is about turning your prospective buyers into clients, and while you build this visualized customer journey, you’ll be able to locate the stages where your prospects may leave. 

This allows you to optimize the user experience of your prospects and make sure that you do not lose those who are in it to buy your product or services. 

To build a top-notch acquisition funnel, you’ve got to know the prospect’s concern on every stage of the interaction with your brand. His buying journey must be analyzed and optimized with all the details considered. 

Since tech-savvy customers are more educated and more informed, you’ve got to approach them smartly. They have access to the unlimited assets of information online and only by taking their user experience and journey seriously; you’ll be able to reach out to them. While building the acquisition funnel, you will also be able to make more profound research on the tech-savvy consumer's habits and needs. This will ease the overall interaction with this target group and help you understand what they’re up to and what they’re really about.

‘Digital’ Is Now Your Mantra 

tech-savvy consumers and tech-savvy customers

First and foremost, if your brand has only offline presence – you’re kinda doomed. We know, you can say that Lush decided to stop their work with the social media platforms, but we don’t really see how that affected their sales. Most probably, this viral move gave them some traction, but even after they stopped posting on social media, they didn’t stop their online marketing work. 

This reminds us that our real-world becomes more and more closely tied to the digital world. When you’re a small business, and you do not have a digital and online presence – you’re screwed. When you’re a big business, and you ignore digital trends – you may become extinct like a rare wild animals.

When we talk about going digital, we are not just talking about the social media platforms, we mean the development of a modern-looking website, mobile application and using technology to deliver your message to your prospective clients.

Work on User Experience 

Tech-savvy clients have so many options in every niche they interact with that you’ve got to work hard to get their attention.

User experience means a lot, so no wonder every brand tries to put out the most convenient website, deliver the most caring customer service, and so on. 

You’ve got to make sure that the whole process of interaction with your brand is pleasant, convenient, and memorable. Otherwise, you’ll lose to the brand you’re competing with.

Pay Attention to Your Reputation

The tech-savvy generation tends to do more profound research while shopping. This means that you’ve got to work on your reputation online, especially when there are so many services where customers can leave reviews and complaints. 

Times are changing, and your reputation is now more crucial than ever. Word of mouth in the digital era became an ultimate tool of brands growing and destroying. Keeping a clean track record will pay you off and help you build a better online reputation.

Invest in Content Marketing and SEO 

Tech-savvy customers know how to search for what they need and know how to use search inquiries properly to find the most useful data. This means that you’ve got to sort out the most valuable keywords for your brand and work on content marketing with these keywords inclusion. 

Make sure you understand that content marketing is a long-term commitment that requires a lot of time, but will definitely pay off later. This will help you to create the right approach to working with your tech-savvy consumers and hook them on your content.

SEO (search engine optimization) is indispensable in this regard. If you get it right, you will make sure that tech-savvy customers will find you online faster. Because everything today is about standing out in the digital domain as the majority of purchases take place there. Hire a good SEO specialist and start crafting great content that is adapted to the most popular searches.

Tech-savvy customers are always online and they are always looking for something typing in keywords. Some of these keywords may be in your industry. That's when you're putting your content in front with the help of SEO.

Focus on Social Media Marketing and Proper Targeting 

Studies show that 60% of tech-savvy customers tend to interact with the brand’s social media platforms. This means that your presence in social media is a must, and you’ve got to consider it as an essential investment with a high-level RoI. 

Social media platforms play a significant role in online sales and lead generation. This is not just about telling what’s up with your brand on the branded pages. It’s about bringing value to your customers through online channels of communication and being there for them when they need you. 

Right now, if you’re not on social media – you do not exist. The same goes for brands, the same goes for people. Like it or not, you’ve got to be there and prepare a social media management strategy to ensure your online success. Whether it's Instagram, Facebook, Twitter, or TikTok, it's important to utilize these tools right.

Don't overpublish your content, use only the best bits you have to offer and use it strategically. It's important to craft a connection with your customers, give them something that will be interesting, entertaining, and useful. Nobody likes the constant self-promotion, it's extremely dull. Don't be dull. Organize interesting contests, giveaways, give out prizes, be in communication with your subscribers, and don't forget to use humor too. Make it work for your business.

Consider a Cooperation with Brand Ambassadors and Influencers 

When we talk about social media, we cannot forget about influencers that became new celebrities among millennials and tech-savvy consumers. People tend to buy things and services that online influencers recommend and use the services that these internet celebrities use. 

Proper cooperation with media influencers and brand ambassadors can help you reach out to the audience that you target your advertisement. 

It is easy to understand who is your best match among the influencers. These days you can review their subscribers' list, check the demographics data, age, sex, religion, anything. This way, you’ll be able to find the audience that fits you most and market your brand in social media more effectively. 

Make sure you do your research attentively. Unfortunately, too many influencers turn out to be fake. Their subscribers can be not real, just bots. But if you actually devote some time to reviewing who you work with, you’ll definitely see the difference between the real and fake influencers.

Try Digital Screens and Interactive Ways of Engagement  

Everything is digital, and everyone is trying to incorporate the digital means of communication to improve the engagement rate of their advertisement. That’s when you’ve got to remember that millennials and tech-savvy generations tend to interact with digital screens and digital out-of-home advertisement more often than other target audiences. 

So if you’re trying to figure out what will work best for the out-of-home advertisement of your brand, you’ve got to consider digital signage or any other form of digital screen, booth or whatsoever. 

Digital screens deliver an interactive experience with the ability to engage the prospective buyer and give him more value than a regular billboard with a catchy slogan. Since digital screens have a dynamic feed, you’ll be able to deliver different types of content and produce a viral effect while marketing your brand to the tech-savvy youth.

Work on Brand Loyalty and Retention   

As we’ve already stated – tech-savvy customers are really into excellent user experience, customer service, and so on. Getting these make them feel loyal to the brands they shop with. 

Brand loyalty is vital for customer retention. When you’ve already worked out the customer acquisition strategy, prepared the funnel and attract lots of new customers daily, your job is not done yet. 

Customer retention is about returning customers and their expectations about the experience with your brand. They’ve had a great transaction with you previously, and now you’ve got to reach out to them to make sure they’ll return to you whenever they need the products that you sell. 

This is a tough game where all the market players fight for the prospective tech-savvy consumers, and customer retention will help you keep the flow of sales stable. 

Don’t forget about the returning customers, since they will serve as pillars for the success of your business.

Why Tech-Savvy Customers Are Important For Every Business

Times goes by, and the market faces more and more tech-savvy consumers. When we talk about our kids, they’re going to be tech-savvy by default. This means that preparing your product for tech-savvy customer base is nothing but staying on top of the latest digital trends. 

Tech-savvy customers have money, they have the knowledge, and they’re loyal to the brand that provides them with the best user experience. After all, isn’t that something we’re all looking for?

Stay trendy. In a smart way

Look, we’ve all seen companies trying hard to be cool with clumsily trying to take part in some popular social media challenges or attempting to do jokes that are destined for failure. Getting the trend right is an art in itself. But it’s one of those things that tech-savvy customers get attracted towards.

The rule is quite simple here. If you’re not sure you’re absolutely going to nail the trend, don’t do it. This is a great reputational risk and every social media gaffe can misfire badly bringing you bad sales and universal online hate. Approach the trends lightly, do your homework and look for ways how you can utilize the “in-the-now” moment to your advantage. 

The key to success is relevance. Before doing any challenge, posting a TikTok dance, or trying to seem funny by meming some other popular meme, think twice about the after-effects of such posting for your particular company and in your particular niche. 

There’s really nothing more cringeworthy and bad taste than a company failing on social media. The same goes for the proper management of your social media communication. If an intern is doing that make sure that there is an adequate system of checks in place to avoid situations like in this hilarious Harry Styles-led SNL skit

Yes, social media is the best way to reach the heart and minds of digital-savvy customers. But please, take extra caution with what you’re posting. 

Where do the tech-savvy customers stand in 2022? 

Times are changing and the perception of technology changed along with them. If in 2019 it was hard (but not impossible) to imagine full-scale domination of the online, 2022 shows that everything is digital now. And it’s going to stay that way. 

If in 2019 tech-savvy customers were mostly millennials and all the subsequent generations, today it’s about pretty much everyone. The pandemic has transformed the way businesses and organizations work, it catalyzed internal and external digital change. No matter the age, the majority of customers expect you to be catering to their digital habits. So do that to keep your activity afloat in a highly competitive and fierce worldwide economy. 

The last thing you want is to seem obsolete, old-school, and boring. In the age of constant attention, it’s sure death. Sure, it doesn’t relate to every single industry but it’s definitely something every business should consider when answering the question “what is my position in 2022”. And do the honest consideration of that position highlighting the strong and weak points.

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