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  • Writer's pictureJohn Woods

Popularity vs Intelligence. What's the key to making tech marketing more memorable?

Updated: Sep 18, 2023

While many technology companies today assume that having the cleverest product on the market automatically makes it the best, nothing could be further from the truth. Time and time again we see examples of ‘superior’ products missing the mark because they were sold on the idea that B2B audiences only buy based on reason alone.

Yet, regardless of whether you’re a consumer or a business buyer, analysis of data from the IPA (the UK-based Institute of Practitioners in Advertising) shows us that an emotional marketing will always have a larger impact on buying decisions than strictly rational approaches. And while clever products may provide superior capabilities and performance specs, it’s the popular products that grab the buyer’s attention and reassure them that every decision they make is OK.

So, why exactly is popularity critical for establishing a greater emotional connection with your audience, and what steps can your organisation take to create more engaging and successful marketing campaigns? Here are a few key steps from “Mogic’s guide to making technology marketing more memorable” to consider when building your marketing strategy.

#1 Make your audiences feel smarter

As Adam Grant, Author, and Organisational Psychologist at Wharton, once said: “good communicators make themselves look smart; great communicators make their audiences feel smart.” As tempting as it may be to tell the world how clever your product is, the worst thing you can possibly do is create something that makes your audience feel stupid.

By contrast, the most successful technology brands always go above and beyond to empower their audience and make them feel confident in their buying decision. Instead of creating doubts or uncertainties with high-tech gubbins, your messaging should instead focus on explaining how the product helps the customer on a personal level. Apple, for example, excel in this area with their intuitive approach to design and clear focus on how their products can directly benefit the lives of their target audience.

#2 Embrace the power of simplicity

In today’s fast moving digital world, your customers are bombarded with information at a scale like no other in human history. Back in 2007, Yankelovich estimated that the average person saw up to 5,000 ads per day – and that number is believed to have increased to as much as 10,000 in 2022.

In the face of information overload, consumers, and business buyers alike all crave the same thing: simplicity. They want a product that can solve their problems in the fastest way possible without forcing them to overthink and question their decisions (or intelligence). It’s this simple yet direct, benefit-led messaging that breeds popularity and separates a successful and product from the rest. Product explainer videos like this one from can be a key part of your marketing communications arsenal.

#3 Add personality whenever you can

Alongside simplicity, one of the most effective ways to make your products more memorable is by adding personality whenever you can. While technology marketing, or, more specifically B2B technology marketing, is often thought of as dull and uninspiring, fun and humour can be found in almost any location if you’re willing to look for it.

In 2015, for example, Slack’s “Euphoria” campaign by Red Pepper showed the world that workforce collaboration platforms don’t have to be as boring as they sound. By pairing valuable product insights with emotive language and humorous imagery, their ads appeal to both the rational and emotional intelligence of the audience.

Want help making your marketing more memorable?

At LogicLogicMagic, we use our years of experience and skill in B2B and B2C to help bridge the gap between rational intelligence (literal) and emotional intelligence (lateral). As well as highlighting the benefits of your products and services at a functional level, our campaigns help set your brand apart from the rest by empathising with the audiences’ personal needs and desires.

The result is more memorable, engaging marketing that resonates with a wider audience and builds trust with every interaction. If you're interested in learning more about the LogicLogicMagic approach and how we can help your organisation establish stronger connections with your target audience, you can download our quick guide: "11 ways to making technology marketing memorable", or the more comprehensive: "Mogic's guide to making marketing more memorable"


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