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How to Market Cold Hard Tech, Emotionally

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In this guide Salamandra experts reveal the effective ways, you can market cold hard tech

How to Market Cold Hard Tech, Emotionally

One of the biggest challenges for marketers in the tech industry is creating a connection with customers, but how exactly would that be possible when selling cold hard tech?

When it comes to buying tech customers & clients want to have certainty, a connection and an understanding of what exactly is being marketed towards their way.

In this article experts at Salamandra explain how you can be effective at emotional marketing, how it affects your target audiences and how possible solutions are available for you.

1. Certainty

The first human need is neither goals or desires its certainty. The basic survival instinct we have taught ourselves. Humans strive for stability, food, income and avoiding potential dangers. The same concept can be applied to marketing. Your consumers & clients want to be certain that their investments in the tech you provide works efficiently. But how do you convey that message across to them?

The answer is quite simple actually – visualise it for them. In a survey of business pools, 72% said that video has made an impact on their conversion rates. More and more marketers are investing in visual content and by 2019, 80% of online communication’s will be through video.

Have a look at this example from Samsung’s marketing team. Would you not agree that the emotional connection in this advert, has given the impression that their phones are more reliable?

2. Flexibility

Excellent examples of this would be by maintaining uplifting topics as well as significance & challenge.

You want to give your target audiences the sense of importance, potentially challenging their views on society & make them question their ideology. Tapping into your audience’s emotions you can uplift or surprise them and associate positivity with your brand.

The most memorable advert campaigns are the ones who successfully pull these strings and by making your campaign emotive & flexible, it automatically becomes 31% more effective than any other type of marketing.

Have a look at an animation we created for Millwood fire safety. You can really see how the video connects with the audience on an emotional level, while at the same time implying the certainty & importance of their services.

3. Connection

There is no surprise that emotional marketing is becoming a trend for corporations and businesses alike. By building a link with your clients & customers, it makes them feel more valued and creates greater brand loyalty.

Your goal is to get them engaged and make them feel as if your campaign is speaking directly towards them. People are more likely to spend money if they feel empathy towards your brand.

If you look at Apple, their products are known for their luxury status. They have always maintained dominance within their industry because they know that their customers associate their products with quality and exclusivity. As such their visual marketing is always clean, modern and innovative to ensure these emotions continue to be associated with their brand.

As you see visual content, is a fantastic resource to influence and persuade your target audiences and to curate your brand image.

Have a look at our explainer video below as an example of presenting a brand in a fun & quirky way – we rather like it!


To summarise, people don’t want to buy products; they want to buy feelings. People don’t want to buy services; they want to buy certainty and finally, they want to know your product will make an impact on the way they live. Tech has managed to integrate into our lifestyles and by knowing this, brands can take the opportunity to demonstrate this within their visual marketing!
 With the help of Salamandra’s professional expertise, you can lead the way in creating standout visual content. Whether you’re in sales, marketing or a business owner we will listen to your ideas, and help you successfully bridge the emotive gap between your brand & target audiences.

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Genres: Animation, Idents, Storytelling

Categories: Media and Entertainment, Online, Thu, 26 Apr 2018 10:35:04 GMT