A little bit of magic is required
An Invisibility Cloak is a magical garment that renders the wearer or whatever it covers invisible – and brought to infamy in the Harry Potter film and book franchise. These cloaks are exceptionally valuable within the wizarding world as they are made from the hair of a Demiguise, a magical creature that possesses the power to become invisible at will.
It’s a shame that many infra marketers seem to be using them on their infra plays – making little effort to display their own magic.
The world needs infrastructure visible
Infra may not be the new rock & roll, but it is undergoing a new dawn in appeal and recognition – driven by software defined capabilities, domain convergence and new cloud operating models amongst other market shifts.
Further, infra has arguably become more key as industry moves toward platforms and marketplaces – and (digitally-transformed) business processes become even more infra-dependent. Goals for corporate agility, sustainability and Net Zero have turned up the pressure too.
Technologies that run global industries, markets and communities like 5G, IoT, blockchain, and smart grids rely on infra – and in themselves they ARE infra too.
But to succeed, the impact of this ‘digital plumbing’ must be manifested in a very real and visceral manner. But not all vendors and service providers do a good job in landing this.
More than digital plumbing
It’s probably worth a few words defining infra here – we mean WAN, LAN, mobile, data centre, security, Wifi, interconnectivity. You get the gist.
It doesn’t matter whether it drives a private, public or hybrid environment – the backbone is critical, and its invisibility needs to be overcome with very visible benefits. Often, it does more than connect A to B – it’s linked to possible shifts and transformations in business operations and posture.
Top marketing tips for infrastructure campaigns
The key messaging and creative watch-outs for the tech marketer include:
- Build bridges between incremental technical/functional benefits and specific business indices. These are likely to be steps towards the bigger goal(s) of the next bullet.
- Establish a credible link between the holistic, improved operations story and (business or tech) aspiration.
- By ‘credible’, we mean elevated but within the elasticity of the brand and the authentic purpose of the tech.
- And by ‘aspiration’ we mean contribute towards goals such such Net Zero, competitiveness, boosting NPD, service acceleration etc.
- Create an emotional attachment with the above messaging. This is likely to be linked to personal, team or business reward and success
- A positive response to all these principles will propel you well in the right direction.
Businesses generally invest in tangibles
The above sub-head may not ring true with NFTs and crypto, but most organisations demand highly measurable results.
None more so than big-ticket deals in ‘digital plumbing’. From service/cloud providers to enterprises/SMBs and public sector orgs, all need to act with prudence and diligence – but also with a next-gen mindset. Decisions made can have long-term consequences – good and bad.
The b2b tech agency or tech marketing function needs to make sure their technical argument commands an RFI/RFP, but their aspirations and promise secure brand preference.
The Rubicon Agency has deep experience with networking, cloud and data centre propositions, working with many of the leading vendors in the space.
Check out our experience in infra.
