If you’ve taken a look at our new website recently, you’ll know that FMXA’s renewed company mission is to humanize technology for our clients. And the key elements of this philosophy come through building emotional connections between our clients and their customers. Whoever and wherever the target audience is, we want to appeal to their emotions, needs, and behavior, forming powerful, loyal, brand-to-customer connections.

When I think about marketing mediums, nothing has been able to capture the essence of human emotion quite like television. TV ads can powerfully convey memorable and affecting stories, making it much easier to build these emotional connections that are vital to humanizing brands.

Emotional connection through ads

We all have TV ads that have stuck in our minds. Whether they’re childhood favorites, catchy jingles, or even controversial approaches, effective ads will tell a compelling story and get people to remember your brand name, and they often don’t need to be hugely specific to your product or service. Take the John Lewis Christmas ad in the UK; each holiday season the retailer creates very cinematic but tear-jerking TV ads that show the power of love and friendship, often without showing a single one of their products. By creating these ads, John Lewis showcases their brand values to a much wider audience in a way that they’ll remember for years to come.

Switching to streaming

While some big tech players have launched large-scale TV ads in recent years, such as Cisco’s ‘Bridge to Possible’, Microsoft’s series of ‘Empowering Innovation’ spoken word-style commercials, and Dashlane’s ‘Password Paradise’ during the 2020 Super Bowl, smaller tech vendors have often steered clear of TV spots because, quite simply, it costs far too much.

But here’s where streaming comes in. Many people are abandoning TV altogether in favor of on-demand viewing, with 1.3 million people in the US canceling their cable subscription in 2020, coinciding with a 300% increase in streaming service consumers. While TV ads are all about mass reach, streaming can be highly targeted based on the shows we watch and when we watch them, taking the guesswork out of ads and giving companies far better value for their money.

OTT (Over the Top) advertising is delivered directly to viewers via streaming services like Hulu, Amazon Prime, Tubi, Paramount+, Discovery+, and Twitch, to name just a few, delivered via smart TV, laptop, tablet, or phone, allowing companies to target people through their favorite shows, wherever they like to watch. There’s also been a swing toward addressable TV advertising, whereby advertisers serve highly targeted ads within a TV show or navigation screen, displayed to specific demographics, jobs, industries, salaries, and tastes. Given that companies only pay when the ad is viewed, media costs are far less, enabling them to go head-to-head with larger players.

Humanizing technology

But as a medium it’s more important than ever to humanize each ad’s message and quickly get to the point of what you offer the customer. Not to mention the fact that you don’t want to annoy customers by heavily encroaching on their free time. To be the next memorable and emotive ad, such as the examples I’ve listed above, you need your ads to be punchy, relevant, and visually-striking. And you need to know that it’ll reach the right people.

At FMXA, we believe that empathy is the key to human-led tech marketing. We consistently employ empathy to engage with our customers’ needs, behaviors, and emotions, whether they’re a C-Suite decision-maker or an entry-level graduate. By putting people before product we help you stand out from your competitors and build a trusting relationship with your customers.

What do you think about OTT and addressable TV advertising? Is it the next big platform for tech vendors? I’d love to hear your opinion! And if you’re interested in learning more, get in touch at alisha@fmxa.com.

Investment in global healthtech is booming, with over $50 billion pumped into startups in 2021 alone. The demand for technologies like telemedicine, at-home testing, smart watches, and other personal healthtech during the COVID-19 pandemic has been a major driver of funding and awareness, bringing new and innovative products to the market.

Some of the most exciting innovations in healthtech include real-time monitors like the FreeStyle Libre 2, which enables those with diabetes to have minute-by-minute data on their blood glucose levels via their phone, accessible VR surgical education tools like @HomeVR, and smart ‘e-skin’ apparel like Xenoma.

Whether it’s motivating healthy behaviors, boosting productivity, or supporting serious conditions, healthtech marketing should always prioritize keeping the public informed and supported. For technology like the FreeStyle Libre 2 and other cutting-edge medical devices, marketing campaigns have to be sensitive to people’s fears and uncertainties. On top of all this, as healthtech brands continue to grow, the need to differentiate and convey unique brand messages grows too.

To help get the right message out to the right people in a way that cuts through industry noise, healthtech providers have to build trust in their tech, using empathy to meaningfully connect their product to its users.

Take a look at three of our favorite healthtech campaigns that have broken boundaries, sparked new conversations, and demonstrated empathy.

 

Elvie - Breaking Women’s Health Barriers

Elvie, a London-based healthtech startup, created an innovative device that makes Kegel exercises and pelvic floor training easy. The Elvie trainer connects to an intuitive mobile app that allows users to track their progress in improving their pelvic floor strength.

A recent campaign saw the brand breaking the stigma around female urinary incontinence, an issue that affects 84% of women in the UK and over 60% of women in the US, by installing a billboard that “pees” on passersby. The 20-foot billboard is rigged so that water falls down onto pedestrians below, with the tagline “Leaks happen … but they don’t have to”.

As well as being timely (the campaign itself is an homage to a recently-banned viral TikTok), the imagery is striking, and Elvie’s decision to use outdoor advertising rather than digital-only adds to the statement. The campaign's effort to break the stigma around female urinary incontinence, and call out social media platforms for censoring similar content, establishes Elvie as an open and accepting brand, unafraid to open up taboo conversations that empower women to prioritize their health.

 

Fitbit - Personalized Patterns

A leader in wearable healthtech, Fitbit produces devices that monitor physical fitness, sleep, heart rate, and more, helping the wearer stay motivated. Fitbit decided to center this 2021 campaign around “shifting the patterns” of daily life to healthier ones as the world emerged from lockdown.

With an overall message of “self-care” and listening to one’s own body, the campaign consisted of various ads that focused on different individuals’ positive self-care patterns. By focusing on an overall health-related message, and representing a variety of different people’s daily stories, Fitbit establishes better emotional connections with their different target audiences.

 

Layla - AI for Teen Public Health

“Layla” was created by The Public Good Projects (PGP) to address unintended pregnancy among Black and Hispanic teenagers in Syracuse, New York. Teenagers can type in any questions about sex and pregnancy and get an immediate reply from Layla via a website chatbot, which uses AI and natural language processing.

Built in collaboration with local women to ensure that the chatbot ‘speaks’ realistically and that the target audience is represented across Layla’s branding, the “Layla’s Got You” campaign demonstrates the potential of combining digital technology with human-centered design. Using AI to establish trust and familiarity, Layla builds emotional connections and empowers young people to access the healthcare they need.

Building connections with customers

The common thread among these campaigns is their emphasis on connectivity and empathy. Successful campaigns, no matter the industry, need to appeal to their target audience’s wants, needs, and emotions. For healthtech brands, it’s vital to strike a balance between the technical (important medical information) and the emotional (the mental or physical pains each individual is feeling).

At FMXA, we know how delicate this balance is. By combining our experience in brand development and content creation with our in-depth tech industry knowledge, our campaigns emotionally connect, creatively stand out, and technically resonate, meeting both your technical and emotive requirements.

We’d love to help you devise a unique campaign to market your tech. See more of our campaign experience here and get in touch with the team for more information.

From artificial intelligence and biotech to smart homes, IoT, and the metaverse, technology is one of the fastest-growing and fastest-evolving industries, cementing itself as part of everything we do and experience.

This rapid growth is encouraging innovation, fuelling unique ideas and bringing new players to the market. But with competition intensifying, the need for tech vendors to differentiate, engage, and build trust with their customers is becoming more important than ever.

 

The need to humanize technology

All too often tech organizations aren’t empathizing with their customers, either opting to take a product-focused approach, or heavily diluting all-important technical messaging. And with concerns around the impact of technology such as privacy and automation increasing, organizations need to better convey not just who they are, but how they benefit and work in partnership with people.

 

“Throughout my years in the cybersecurity industry, I noticed a lack of emotion in the way solutions were marketed and sold. A lot of vendors choose to emphasize the features and benefits of their technology, using very technical language and ultimately battling with long sales cycles and complex buying journeys. All customers want is to be understood and spoken to like a human being, so it was obvious to me that this human touch was missing from tech marketing.”
- Alisha Dattani, CEO at FMXA

 

How we do it

At FMXA, we want to change the way tech companies talk to their customers. We do this by taking a customer-first approach, considering their emotions, needs, and behavior whether they are the CIO of a Fortune 500 company or a teenager downloading their first banking app. We then ensure that we appeal to these emotions and form a powerful connection with every customer.

 

And as technology marketing is all we do, we can demonstrate empathy with customers without diluting any of your technical messaging. We know the industry inside-out and share a passion for technology, which enables us to effectively define who your customers are, how to speak to them, and what their challenges are. Our experience also allows us to come up with innovative and unconventional ideas, making our brands, campaigns, and content stand apart from the rest of the industry.

 

“By focusing on building emotional connections, we enable tech companies to demonstrate empathy toward the personal challenges of their customers. Not only does this make clear the specific problems you’re solving, but it also allows you to personalize your brand to specific decision-makers, fostering stronger brand loyalty that turns customers into advocates.”
- Yamit Dattani, CSO

 

Our human-first approach

We carry this ethos through our three distinct service areas: Brand, Content, and Campaigns. Our brands are built to convey your purpose and unique story in a way that best reaches your customer, ensuring you stand for more than just your product. We strive to create content that enhances the trust your customers have in you, fueling creative and new conversations. And our campaigns effectively cut through the noise, speaking directly to the emotions of the customer.

 

Our human-first approach earned us the first-ever The Drum B2B For Good award in 2021, awarded for our “66 Days Back” campaign with Malwarebytes. The “66 Days Back” campaign recognized the challenges of stress within cybersecurity and aimed to open up the conversation around the mental toll that malware has on cyber professionals. Our messaging confronted topics that traditional cybersecurity providers shy away from, emphasizing the importance of mental health in cyber and highlighting the people behind the technology.

 

By building your brand, content, and campaigns to emotionally resonate, you stand for something more than your technology, stand apart from your competitors, and your customers understand and trust in the value you bring. It’s an incredibly exciting time to be working in the industry right now, so we can’t wait to see, and be a part of, the new and inspiring ways that tech will impact people worldwide.

 

Humanizing your technology

Get in touch for a chat about your marketing plans and how we can help.