You know that guy who uses his watch to change slides on the screen during a presentation? Or the girl you see beavering away on three different devices, all of them interconnected? These are ‘techsperts’, a sub grouping of the Millennials generation who are super clued up on disruptive technologies. Ask them to describe the newest iOS development, or explain the pros and cons of Google versus Windows, and you’re not only assured of an answer but you’ll probably also be given an in-depth and enthusiastic back story, which will be told until your eyes glaze over signalling your incomprehension.
Millennials as a group are associated with the easy adoption of new technology, but techsperts are the early adopters. They will often have a new device or gadget before the bulk of us are even aware of its existence.
Traits of the techspert
Techsperts are incredibly at home in the online world (sometimes more so than offline), familiar with all sorts of software, online platforms, apps, and more. Here are some common characteristics of this group:
- They’re almost always online
- They see technology as a way of enhancing life, as an extension of themselves
- They’re comfortable consuming data across multiple screens
- They read digital product reviews
- They’re active on social media
- They like wearable tech
In an article for Forbes, T. Scott Gross says techsperts “expect to use technology to make work and life more interesting and productive, surfing the web wirelessly via smartphone or iPad.”
Their role in the marketplace
Techsperts play an important role in popularising and spreading technology as they feed their experiences and insights back to their offline and online social groups, informing the rest of us as to what is out there and influencing our purchases.
In some ways they’re a marketer’s dream – they’re seemingly always online and so the former has numerous forums for reaching them. But they’re also very informed shoppers, so be straight up about your company and product or service.
Techsperts are influenced by peer reviews in their purchases and in turn share their own reviews. They therefore play an important role in the advertising cycle, disseminating information on the sites/products/services that interest them.
Crowd-funding forums would do well to target this group, as they’re comfortable with the concept.
The consumer experience they want
The techspert is very at home with e-commerce. They want to shop online, and expect mobile-friendly shopping and banking options. Techsperts live the very definition of multi-screen browsing, and because of this expect cross-platform brand experiences. Retailers need to keep innovating if they hope to capture the interest of this important demographic.
You can get techsperts in store by adopting an augmented reality shopping strategy in your stores, as this new technology will appeal to them. Other relatively new retail strategies that work well with such individuals are social retailing and retail gamification. Such marketing developments need to be embraced by companies wishing to remain relevant.
To the techspert we live in exciting times and they look forward to what the future holds. They were clearly made for such a time as this. How about you?Tags: advertising, augmented reality, DigitLab, gamification, marketing, social media, social retail, techsperts Last modified: March 7, 2020