Marketing in tech is evolving at speed, powered by new tools, changing audience expectations, and Gen Z entering the workforce. It’s no longer just about selling products, it’s about storytelling, community, and real connections.

AI is making it easier to understand what customers want, predict trends, and deliver the right message at the right time, while Gen Z is pushing brands to be more authentic, bold, and inclusive. Amrita Nag, Country Marketing Manager at ASUS, shares with TECHx Media how these forces are shaping marketing strategies, storytelling, and the skills marketers need to succeed today.

Smarter Marketing
“Personalization isn’t just about putting a name in an email anymore, it’s about really solving business problems with content that fits,” says Nag. AI makes it easier to spot the right accounts, predict buying behavior, and get the right message to the right person at the right time.

Purpose-driven branding is now expected. Audiences care about what brands stand for, from sustainability to social responsibility. And short-form, interactive content is taking over even in B2B. Quick videos, bite-sized explainers, and interactive demos on LinkedIn or YouTube Shorts are becoming essential for grabbing attention.

Helping Partners Do More
Partners aren’t just looking for products, they want tools to grow their business. That means training, co-branded campaigns, ready-to-use assets, incentives, and easy, transparent processes. Strong partnerships, Nag points out, make all the difference in keeping things moving and hitting goals.

Customers Are Leading the Way
Today’s customers expect digital-first interactions, virtual demos, self-service portals, and instant info. ROI matters, so campaigns highlight productivity, cost efficiency, and long-term value. Hybrid work is also changing expectations for devices and services, and peer recommendations, case studies, and testimonials now matter more than traditional advertising.

Gen Z Is Shaking Things Up
Gen Z is bringing authenticity and boldness to marketing. They want inclusive, purpose-driven messaging and respond well to short, interactive content. Their tech-savvy ways push marketers to explore AI, personalization, and immersive experiences more than ever. Even LinkedIn is becoming a more lively, conversational space.

Real Stories Matter

Storytelling isn’t about perfection anymore. Short-form content is relatable, and creators bring a human voice to brands. “It’s no longer brands talking at people; it’s about joining their world and speaking their language,” Nag says. Connection and relevance now matter way more than polish.

Opportunities That Excite
The mix of tech and creativity is opening new doors. AI allows smarter personalization, community-driven and creator-led marketing is gaining ground even in B2B, and purpose-driven campaigns make marketing feel meaningful, not just functional.

Skills Marketers Need Next
Looking ahead, marketers will need AI skills, data analytics, and digital storytelling chops. Agility, cultural awareness, and customer experience know-how will help them stand out. In the Middle East, purpose-driven campaigns and influencer engagement are becoming key ways to make an impact.

AI Is a Game-Changer
AI is changing how teams think, create, and deliver campaigns. “AI helps us analyze data, spot trends, and brainstorm ideas we might otherwise miss,” Nag says. Tools like ChatGPT, Copilot, Jasper, and Copy.ai make content creation faster and easier, while Canva AI and Midjourney let teams produce visuals without big creative teams. “It’s like having an extra teammate who never sleeps and always has fresh ideas,” she adds.

From AI-powered personalization to purpose-driven campaigns, from Gen Z influence to creator-led storytelling, marketing today is faster, more adaptable, and more human. The challenge, and the fun, is connecting with audiences in ways that feel real, creative, and meaningful.

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