Have you ever wondered if predicting trends is the secret sauce that transforms the ordinary into the extraordinary? At SOFTSWISS, our professionals know this firsthand. In 2023, the company clinched more than ten awards in the iGaming industry and three marketing awards, namely the B2B Marketing Campaign at the EGR Marketing and Innovations Awards, Brand Idol of the Year at the iGaming IDOL 2023 Awards, and Best Marketing Campaign in 2023 at the EiGE Awards.
For those seeking insights into which IT trends from 2023 persist in 2024, Valentina B., Chief Marketing Officer at SOFTSWISS, is here to unveil the secrets of what can be done today to make your business thrive in 2024. Changing trends can affect how we buy, see, and make decisions. So, companies must pay attention to these trends when planning their strategies.
Some might think it is better to be setting trends rather than just follow what others do. Steve Jobs did this with Apple, turning an ordinary phone into something more than just a device for calls. With smart marketing moves, he made it a significant part of who we are. However, not every company can pull off the Jobs-level magic. But we can all get better at understanding, predicting, and using trends to create excellent products and marketing promotions. After all, none of us lives in a bubble, and our surroundings influence everything we do.
Working with existing trends can lead to more predictable positive outcomes. Let’s throw it back to Igor Ansoff, a Russian-American mathematician, and his matrix, first published in the Harvard Business Review in 1957. This analytical tool for business development strategy planning considers market and product predictability levels, offering a mathematical assessment of success prospects in a particular segment.
If we rely on this theory, the most predictable option from all points of view is to focus on developing an existing product in an already-known market. While this overlooks possible gains from venturing into the unknown, for now, let’s focus on predictable success chances. By applying Ansoff’s matrix to trend analysis, we can achieve predictable results and use this knowledge in business development planning.
However, delving into the unknown or creating new trends without considering the environment entails higher resource and investment costs. This lowers the chances of success and poses more risks.
When we talk about marketing in tech companies, it boils down to one thing: people buy stuff, whether it is food, soap, cars, clothes, or complex tech products and solutions. The secret sauce is knowing what your target audience prefers. What guides them when they decide to buy? Are they solo decision-makers, or do others influence them? How might trends affect them? How do their expectations change over time?
Understanding the current needs of the market is key. The main task is to determine your target audience and thoroughly analyse their preferences. Based on this, we can develop products and choose marketing tools.
Exploring IT Marketing Trends | SOFTSWISS CareersUse of Artificial Intelligence
Exploring IT Marketing Trends | SOFTSWISS Careers Exploring IT Marketing Trends | SOFTSWISS CareersHere is an example of how SOFTSWISS successfully used artificial intelligence at an industrial exhibition in Barcelona. We leveraged the artistic styles of famous Spanish painters Salvador Dali and Pablo Picasso, using AI to depict our technological products in their distinctive manner. We strategically crafted a narrative tailored for the Spanish audience and curated a gallery of works at our stand that captivated everyone. The result was a lasting and profoundly positive emotional impact on the exhibition participants – our potential clients.
While it may seem like a simple decision, this demonstration of our erudition, understanding of art, and its significance for the local audience created an emotional connection. This campaign attracted potential clients wishing to learn more about our brand, consequently contributing to higher sales.
Social Responsibility
Social responsibility for brands and companies is growing in importance across various industries. Two decades ago, environmental concerns were not the centre of attention. However, a new generation now places considerable emphasis on this matter. They want to consume sustainable products, and this goes beyond just food. As providers of technical solutions, we listen to the demands of end consumers. If they want to buy socially responsible brands, we must ensure we act socially responsible.
In 2023, SOFTSWISS demonstrated its commitment to social responsibility by endorsing several global health initiatives. That was a testament to our dedication as a socially responsible brand, resonating with our employees and clients. In October, SOFTSWISS actively participated in the global movement against breast cancer, Pink October. The company covered the costs of breast ultrasounds and mammograms for employees wishing to undergo examinations.
During November, SOFTSWISS participated in the Movember movement to shed light on the frequently overlooked issue of prostate cancer. Male employees contributed by cultivating moustaches and beards and took part in the Step Challenge to further emphasise the importance of this movement.
A noteworthy outcome of these campaigns is the attention they gained from our competitors and partners. Some even extended their support following the example we demonstrated.
Ensuring User Safety
When talking about the iGaming industry, where SOFTSWISS holds a leadership position, the demand for security among players (our end clients) steadily increases. Developers prioritise individuals and demonstrate concern for their future and the product’s potential impact. For example, players should now sign an agreement limiting their ability to play if they struggle to stop or engage in excessive gameplay. As a technology provider, we develop systems to predict when a person is losing control. While we do not directly interact with players, technologically, we can provide the necessary tools for this purpose.
Gamification
Exploring IT Marketing Trends | SOFTSWISS CareersTools and Approaches From the FMCG Sector
Introducing FMCG tools and approaches into the tech industry represents its logical evolution, marking a deliberate shift in marketing efforts. These efforts go beyond rational considerations and address the target audience’s emotional needs. In one of our notable projects, for which the SOFTSWISS Marketing Team received recognition at the EGR Marketing Innovations Awards 2023, we employed a creative solution that is uncommon in the technology industry. We utilised tools typically associated with product advertising campaigns in the FMCG field.
Our objective was to enhance brand awareness in Malta, the heart of our industry. We deployed a mix of unconventional communication channels for the B2B sector, including radio, bus branding, and advertising boards in the capital and at Malta’s airport.
For several days, we offered unique ice cream with spicy flavours such as chilli-mango and strawberry chilli (yellow and red, representing the brand colours of SOFTSWISS) near the offices of our potential clients.
This marketing campaign got exceptional results, surpassing all set goals and expectations. We persist in effectively implementing marketing solutions that deviate from the conventional for B2B technology companies. I recommend IT companies consider such non-standard promotion formats in 2024.
What Additional Marketing Trends Should Tech Companies Keep an Eye on?
I want to highlight four key trends that are expected to impact the efficacy of marketing communications in 2024:
- The AI progression will enhance capabilities and effectiveness in visual and other creative aspects, emphasising the need for quality, visibility, and ease of delivery of developed communication.
- The significance of emotional communication aligned with the target audience’s values will continue to rise.
- Gaining the target audience’s attention will become increasingly challenging, with the first two points serving as valuable aids in this endeavour.
- Marketing is poised to become more data-driven, requiring support for unconventional, creative solutions with analytics, effective targeting, and insight is crucial. Even the most brilliant ideas may not yield the desired results without these elements.