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Tech Cos, lose your jargons to move ahead: Industry experts – Part 1

28-May-2010
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Tech Cos, lose your jargons to move ahead: Industry experts – Part 1

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. Be it Intel, AMD, Lenovo or even Cisco, all have been simplifying their communication and speaking to consumers in a language they understand, which makes perfect marketing sense.

Expressing her view, Jessie Paul, Director-Paul Writer, marketing advisory firm and has done a successful stint with India’s leading IT giants Wipro and Infosys, said, “Good communications has always been about simplicity. All the communication style guides advocate that. However, you have to be a good communicator to achieve that, and sadly there are very few of those. In the past communications comprised primarily of brochures, slide decks and the website. Nobody really read most of the brochures, the person delivering the slide deck made up for its opacity, and the websites again were just a means to find a phone number or email. What social media has done is to ensure that people actually read your communications, and can provide instant feedback. You know immediately if it was poor and since these are short message formats, you are forced to eliminate unnecessary verbiage.

The need to simplify jargon

Prakash Bagri, Director Marketing, Intel South Asia, explained, “Technology brands like other brands want to connect with their consumers not only at a transactional level but at an emotional level as well. At the end of the day no matter what the nature of the brand, the basic idea is that it lives up to its promised value proposition. Thus increasingly brands are simplifying and customizing their communication to connect with their consumers.

Rahul Agarwal- Executive Director, KAB business, Lenovo, added, “Emotional connect is a product of brand building and has higher impact when a brand already commands some amount of equity. Marketers want to move beyond customer “retention,” which is merely a behavior, to generating customer “commitment,” “delight,” and even “evangelism”—all of which represent enduring psychological bonds that link a customer to a company. People aren’t either “emotional” or “unemotional.” Business customers are as emotional about their B2B purchases as car buyers, clothing shoppers, and resort visitors are about their selections. Consumers’ emotional connections have a specific and fairly simple—structure, regardless of the nature of the particular emotions involved. The structure begins at the foundation of the customer relationship with Confidence, then proceeds through Integrity to Pride and then at the pinnacle of the relationship Passion about the service, product, or brand.

Nupur Sharma, Head - Brand Strategy and Advertising, Cisco - India & SAARC, said, “At the end of the day, all customers are human beings, no matter how technology savvy they might be. As far as Cisco is concerned, we are slowly evolving from being a purely Enterprise-focused company to broadening their base to consumers as well. If you look from a branding perspective, companies are trying to make their messages easy for their audiences to understand.”

Why change?

Recently AMD revamped its Vision platform and explaining the reason behind the change, P. Raghuraman, Director - Transaction Business, Advanced Micro Devices (AMD) India, said, “For over 20 years, the PC industry was dominated by processor centric marketing and both Intel and AMD were stuck in this old paradigm. Consumers want a simple way to choose the right PC to meet their needs based on what they want to do. AMD’s Vision is designed to simplify the customer’s buying process based on what you want to do. AMD Vision Technology is going to change the whole market of how PCs are being sold eliminating any kind of doubt in the customer's mind and helping him/her make an informed decision, making sure that the PC they buy are going to be definitely capable of their requirement and pioneer a movement of simpler choice.”

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