For many technology clients, the buzzword now is to simplify tech jargon in their communication and talk to their customers in a language they understand. In the first part, we had looked at why and how the companies were going about simplifying their communication. In the second part of the report, we look at the trends and provide the agencies’ and industry players’ views on how this is working out.
Is this a recent trend?
According to Rahul Agarwal, Executive Director, KAB business, Lenovo, “It is not a recent trend, but it has evolved two-fold with the rise of the Internet. Today, when so much information is available on the net, consumers do not rely on direct brand communications for product information. This also means that there is an increasing need for emotional connect through direct communication. While an advertisement is still the primary route of communication, it is increasingly done through various other platforms like social media, consumer forums among others.”
Prakash Bagri, Director - Marketing, Intel South Asia, noted, “Building an emotional connect with the consumers is a conscious and gradual journey that most brands have started making over the past few years, and in keeping with, this there is a visible trend of a simplified and customised communications approach.”
Rajesh Gangwani, Senior VP, JWT, pointed out that there was a misconception and clearing that, he said, “The misconception is that technology communication needs to be complex as we are talking to guys who process and work with intricate products and codes. In fact, the reverse is increasingly true and hence, the attempt to ‘humanise’ technology.”
He explained how some years back they created communication for i-Flex Technologies (now Oracle India) that was based on the platform of ‘unfair advantage’ and showed simple metaphors depicting animals having the ‘unfair advantage’ through added accessories. The message being, i-Flex gave banks and financial institutions the extra edge. Gangwani added, “It was extremely successful and was used all over the world and ran for many years. IBM and Cisco have followed a simple idea-based approach for many years that’s even been with Accenture, both with the Woods campaign and post Woods campaign. The overall thinking, I guess, is to create a positive perception of the company/ product through simple and relevant insights that cut through clutter and jargons. This helps brands with much needed differentiation in a crowded and competitive me too environment.”
What the key players say
Giving Lenovo’s point of view, Agarwal said, “A PC is a very high involvement product. Consumers spend a lot of time researching the technology and features and seeking opinions from friends and family before making a purchase. Lenovo aims to build the consumer connect by demonstrating the aspect of fun in their wide array of features and through its motto ‘innovation by design’. We design for consumers whose idea of fun is living life on the go and who desire a laptop with features that can keep up with their exciting lifestyle. We place a strong focus on the level of R&D that goes into designing each of our products. Consumers today want their personal computers to be a trendy, yet functional, lifestyle accessory. They want their ultra portable PCs to provide them the highest degree of manoeuverability along with a strong feature set at an affordable price tag. Lenovo is satisfying this desire by focusing on innovation in design with cool products, multimedia, a digital life experience, portability and excellent value at an affordable price.”
Prakash Bagri of Intel concluded, “Any brand communication should always aim to make it easy for a consumer to make a choice at the point of purchase. Consumers want to buy from a company and brand that they trust in. The Indian consumer has an enormous amount of confidence in Intel because they know that amazing things happen with Intel Inside. The technology Intel develops goes beyond just the microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. And this is the cornerstone of our communications approach that has helped strengthen Intel’s connection with consumers.”
Tech Cos, lose your jargons to move ahead: Industry experts – Part 1