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From Awareness to Adoption: Marketers are Exploring New Ways for Technology Adoption

SGAnalytics_Blog_From Awareness to Adoption: Marketers are Exploring New Ways for Technology Adoption

Published on Apr 05, 2023

In today's era of accelerated digital disruption, tech organizations are feeling the need to rebuild their marketing strategies and operational frameworks from the ground up. Leading players across industries are innovating rapidly; however, the shift remains in the early stages of growth. The rising demand for expertise and simplicity is shaping the future, enabling businesses to adapt to this new world. Organizations bold enough to embrace these new challenges will be able to position themselves to outperform overall. 

Rising Technology Adoption and Diffusion 

For organizations to succeed in today's evolving digital landscape, marketers must stay updated on current trends while organizing their digital assets, monitoring online conversations, and measuring ROI. A well-stocked marketing toolkit is critical to handle those tasks. And with revenue and content marketing continuing to converge, marketers are integrating the right tools and people. To keep up with the innovative technologies and evolving best practices becoming overwhelming, to excel, market leaders must drop their fear and tap into power tools, including the following: 

  • Marketing automation assists managers in tracking prospects through the funnel. 

  • Social listening assists in monitoring their social presence and emerging industry trends online. 

  • Digital asset management (DAM) software enables marketers to track, manage, and make better use of their digital assets. 

Organizations are employing ways to tackle their marketing challenges by identifying and reviewing different technologies. 

Market Research

Read more: Deploying Technology to Cultivate a Digital Transformation Strategy that Delivers  

The Digital Reinvention of Enterprise   

Industries have been tackling a plethora of challenges that have come with the growing supply chain disruptions, inflation, and markets transitioning to adjust to emerging technological innovations. The overriding technology wave for 2023 is the convergence of technologies with digitization, thereby having widespread implications across diverse business segments. 

Emerging technologies, including artificial intelligence (AI), the cloud, and the Internet of Things (IoT), are significantly changing the way we live, work, and communicate in the technology-driven world. They present a range of benefits, like increased efficiency, reduced expenses, and enhanced user experiences.  

But at the same time, many organizations are still hesitant to adopt and integrate these new and unproven solutions due to a lack of understanding of growth opportunities and benefits. This is where marketers play a vital part in defining the benefits. They oversee determining the benefits of growth and opening new doors of technological interest and adoption. 

However, this task can be equally challenging. Getting businesses to integrate modern technologies into their operational framework can take time due to many factors, such as the cost of adopting the latest technology, which can often be high and require a significant investment. Additionally, businesses are still hesitant to adopt innovative technology if they are unable to identify clear investment returns. 


Marketers today are driving technology adoption by building awareness and credibility and developing demand for new technology. But how can marketing help accelerate the adoption of new technologies across different market segments? Let us find out. 

Read more: National Cybersecurity Strategy: Net Positive for the Cyber and Cloud Security Sector 

  1. Value and Trust 

Value and trust form the very foundation of every relationship, including that between a brand and its customers. Brands must build credibility and trust if they are introducing disruptive technology into new markets. This will also enable them to overcome technology adoption barriers and foster accelerated growth. 

For businesses, it is equally important to understand how a prospect views their brand. If the consumer does not trust the brand, they will not make a purchase for the products or services or even recommend it to other users. But a trusted brand is received as reliable, credible, and reputable. Trust and value are critical in today’s digital age, as information and opinions of brands are readily available and can be easily shared.  

  1. Visibility 

Generating awareness about emerging technologies is crucial to attracting the target audience and driving adoption. Holding discussions on new innovations helps in creating a sense of anticipation as well as excitement among the users, thereby drawing their attention and generating interest. This is vital in generating early adopters that can help establish a value proposition in a specific market. Furthermore, by developing higher levels of awareness, organizations can foster a sense of community among the users and thought leaders could be promoted to offer valuable feedback and insights.

Technology in 2023

  1. Simplification 

Simplifying the brand's message to customers is essential for multiple reasons. It helps in making the message clear and easy to understand for the target audience. This is especially critical in a world where people are bombarded every day with information, and their attention span is also reducing. If a brand's message is complicated or confusing, the audience is likely to ignore it. Simplicity helps businesses build trust with their audience, allowing them to communicate their message with ease. 

  1. Differentiation 

Today organizations are exploring new avenues to deliver solutions that are different from everyone else. Organizations can better differentiate them from competitor offerings by designing and defining new value propositions for emerging technologies. Many emerging markets have multiple competitors competing for the same customers. It is, therefore, vital to determine the unique function that differentiates them from their competitors. It also helps in highlighting reasons why they are the best choice for their potential users, thus enabling them to gain a competitive advantage. 

Read more: Technology Investment: Top Trends for 2023 


  1. Transparency 

Defining the growing significance of emerging technology is vital for organizations to drive innovative adoption and growth. Without a precise understanding of the benefits, potential users will not be able to evaluate their worth. This can foster slow adoption rates, thereby limiting growth opportunities for businesses. By familiarizing everyone with use cases and differentiators, marketers can assist stakeholders in understanding the value proposition as well as the potential return on their investment. However, it is not all about developing collaterals for products but also about initiating broader conversations about the emerging technology category while educating users about their long-term benefits and adoption mechanism for today and the future. 

Where is the Market Heading? 

In today's corporate world, technology is being employed in an all-pervasive manner. Progressive and advanced organizations recognize the significance of automating their systems and operations. With data-driven decisions emerging as new norms for enterprise, there is a growing perpetual fear of being left behind. Marketers are now integrating the new-age formula - Automation and Personalization - to onset faster growth. Companies are progressively studying contextual data to grow their operational performance. 

Marketers with substantial proficiency in data handling hold an acute advantage. A recent PWC report presented that around 72% of companies in India are integrating artificial intelligence (AI) to drive business. Organizations are further accelerating their investments in artificial intelligence (AI) for better customer experience. Artificial intelligence (AI) today is pivotal in forecasting the sales pipeline for the optimum budget and resource allocation. 

Read more: A Way Forward: Cybersecurity Trends to Watch out for in 2023 

Marketers are Exploring New Ways for Technology Adoption

Final Thoughts 

The interconnected world that we live in functions on emerging trends and technological changes. And with modern technologies continuing to transform the way we work and operate, marketers are playing a critical role in defining their benefits and driving their adoption and growth.  

Industries are feeling the need to integrate different and more localized approaches to their technological adoption to carefully prioritize their customers' demands with the existing resources. Brands functioning in regulatory environments should consider a framework to adopt new data privacy measures. Other industries are also keeping a close eye on the upcoming digital trends to start laying the groundwork for broader adoption in the coming years.  

Today, organizations can build consumer trust and offer a more customized, direct consumer experience. The ongoing technological shift is also hinting towards a larger transition toward the nascent technology in the coming year. However, by staying true to the basics, marketers can catapult emerging technologies into the mainstream. 

With a presence in New York, San Francisco, Austin, Seattle, Toronto, London, Zurich, Pune, Bengaluru, and Hyderabad, SG Analytics, a pioneer in Research and Analytics, offers tailor-made services to enterprises worldwide.     

A leader in the Technology domain, SG Analytics partners with global technology enterprises across market research and scalable analytics. Contact us today if you are in search of combining market research, analytics, and technology capabilities to design compelling business outcomes driven by technology.