Digital Marketing for Technology Companies: The Importance of a Holistic Approach

Written by
Amber Lee Coffman
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In an increasingly digital world, the fast-evolving tech industry demands a robust strategy for growth, where innovation thrives. Now more than ever, tech companies must adapt and evolve or risk joining the ranks of once-promising businesses that couldn't keep up.

The rapid evolution of the technology industry requires a robust digital strategy. This is the linchpin of growth: creating an environment where innovation thrives, and businesses stay ahead.

Tech companies now more than ever need to remain agile, proactively evolving their strategies to keep pace with industry changes. Failure to adapt has seen the downfall of many once-promising companies, unable to pivot and failing to keep up with their digital-first competitors.

Understanding the digital landscape is pivotal. Tech companies need to adapt to the evolving digital ecosystem if they want to chart a course that keeps them ahead of both industry and technological innovation.

A misstep or miscalculated direction can lead to lost opportunities or worse, company failure. For instance, Blockbuster’s inability to appreciate the digital wave led to its downfall when it couldn't compete with online streaming platforms, especially Netflix.

However, for companies that successfully navigate this ecosystem, the rewards can be astronomical. LinkedIn's decision to shift from a simple networking site to a platform for professionals to share content is an example of how understanding and leveraging digital ecosystem trends can drive unprecedented growth.

The importance of digital strategy goes beyond survival – it's about ensuring the company thrives, setting the stage for continuous innovation, and customer engagement in the digital age.

Understanding the Tech Ecosystem

The technology ecosystem is a complex, interconnected network of businesses, consumers, and digital platforms. Each component in the system influences the others, and they evolve together, symbiotically. Regardless of their size or industry, all tech companies should understand how they fit into this broader ecosystem to leverage its benefits.

A foundational step in this understanding is recognizing and catering to your target audience. If you'd like to put some thought into that, feel free to dive into our guide on how to bullseye your B2B buyer persona.

Companies that remains isolated, not leveraging relationships with partners and service providers, risks being overtaken by those that do.

On the other hand, when a company can work together with partners, build relationships, and create new digital experiences or even new uses for existing technologies, they stay relevant and outgrow their isolated competitors.

To ensure that these digital experiences truly resonate with users and lead to successful B2B conversion rates, it's essential to master user experience strategies.

A great example is InVision, a digital product design platform that successfully carved its niche by partnering with larger companies such as Atlassian and Slack. Through these strategic alliances, they managed to tap into their partners' user base, while their partners benefited from InVision's specialized design services.

On the other side of the spectrum, we have BlackBerry. Once a dominant force in the smartphone market, BlackBerry was slow to adapt to the rise of third-party apps - leaving room for strong competitors like Apple and Google.

Apple's iOS and Google's Android platforms fostered massive development communities that enhanced the functionality of their devices and attracted a broad user base. They accomplished this by opening their platforms to third-party developers and actively promoting the development of a wide variety of applications.

BlackBerry insisted on controlling its own platform and further isolating itself, which resulted in a much smaller selection of apps. The company was slow to recognize the value of third-party apps and did not take steps to build a community. They also failed to establish strategic partnerships with other tech companies to enhance their platform's capabilities.

By the time BlackBerry realized this mistake, it was too late. Apple and Google had already consolidated their control over the smartphone market, and BlackBerry's share dwindled to the point of irrelevance. Despite attempts to modernize and regain lost ground, BlackBerry could not compete with the vibrant ecosystems created by Google and Apple, eventually leading to its exit from the smartphone market.

Want to ensure you're not making critical UX mistakes? Dive into our two-part series about top UX blunders to avoid at all costs. The first part is about the worst basic UX fails, and the second part is a more nuanced, deeper dive with rich UX insights you can learn from and apply to create a seamless and delightful user experience for your audience.

The Importance of a Holistic Approach

In the dynamic world of technology, companies should take a holistic approach if they intend to remain competitive. This approach goes beyond just creating a fantastic product. It involves focusing on branding, marketing, user experience, and innovation. All of these elements must work together to create a cohesive B2B branding strategy that drives growth and revenue. Neglecting any aspect can create vulnerabilities that competitors are all too ready to exploit.

Technologies, innovation, and trends work together to unlock new opportunities. This approach has been used in various sectors from consumer to enterprise, and it is expected to scale in 2023​. If you're looking to perfect your B2B approach, don't miss our B2B Funnel Checklist.

Take the case of Zoom, a video conferencing platform that experienced explosive growth during the global pandemic. Their success wasn’t just due to their product's reliability; instead, it was a combination of branding, user experience, and timing. They presented a user-friendly, intuitive product that filled a market gap just as the world needed it, demonstrating the power of a holistic approach.

To ensure your product starts off on the right foot as well, check out our MVP Checklist for a TL;DR on how to build an MVP without struggle.

The flip side to Zoom's success story is Skype. The once revolutionary peer-to-peer communication software held 40% of the international telephone market in 2014 and now has only 1.62% of the video conferencing market. Although Skype did launch groundbreaking features like screen sharing in 2009 and even made it to the English vocabulary as a verb, they have been outclassed by Google Meets, Zoom, and Microsoft Teams. 

By failing to address the updates that people really wanted, like low-latency video and audio calling, they started to receive negative reviews and saw their market share erode. Now, Skype is fighting to make a comeback with AI-powered Bing chat and a more holistic approach to their experience. Let’s see how their next chapters will unfold.

Thus, it's essential to have a clear roadmap for digital product updates and innovations; delve deeper into this topic with our guide about Digital Product Development Process (specially created for founders & POs).


In the relentless pace of today's digital age, the ability to swiftly adapt and innovate isn't just an advantage—it's a necessity. The world of technology waits for no one. To flourish and stand out, tech companies must consistently recalibrate their strategies in line with industry evolution. Those who can't or won't evolve risk being overshadowed by their more agile competitors.

Ready to future-proof your tech business and remain a step ahead in the digital arena? Let’s discuss how we can collaboratively craft a game-changing strategy tailored to your success. Book a discovery call with Orogamis today and set the trajectory for your company’s bright future.

Want to keep reading? Find the next articles from this series here:

B2B Growth Strategy: Streamline CX, Content, and Internal Systems for Optimal Results

Why Design and Experience Are Key to Successful Digital Product Strategy and Execution

The Role of Branding in the Digital Customer Journey

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