Special Skills Required for Audiovisual Technology Marketers

Marketing AV products require skills beyond standard marketing know-how. Here are the important ones.
Special Skills Required for Audiovisual Technology Marketers

The field of audiovisual technology is rapidly evolving, and with it, the role of marketers in this industry is becoming increasingly crucial. Marketing professionals must possess unique skills beyond traditional marketing strategies to effectively promote audiovisual products and services. This article touches on the special abilities audiovisual technology marketers need to thrive in this dynamic and competitive industry.

  1. Technical Knowledge

One of the most critical skills for audiovisual technology marketers is a solid understanding of the technical aspects of audiovisual equipment and systems. Deep knowledge of the marketed products allows marketers to communicate their features and benefits effectively to potential customers. Whether it's the latest video conferencing solutions, immersive virtual reality experiences, or cutting-edge sound systems, audiovisual technology marketers must be able to explain the technical details in a way that resonates with their target audience.

  1. Creativity

In addition to technical knowledge, audiovisual technology marketers must possess a high level of creativity. Thinking outside the box and developing innovative marketing strategies is crucial in a constantly evolving industry. From creating compelling video content to designing eye-catching visuals, marketers need to find unique ways to capture the attention of their target audience and differentiate their products from competitors. Creativity also plays a role in developing engaging social media campaigns, interactive websites, and immersive experiences that showcase the capabilities of audiovisual technology.

  1. Adaptability

The audiovisual technology industry is known for its rapid pace of change. New technologies and trends emerge regularly, and marketers must be able to adapt quickly to stay ahead of the curve. Being open to learning and embracing new tools, platforms, and marketing techniques is essential for success. This includes staying up to date with the latest industry developments, attending conferences and networking events, and continuously seeking opportunities for professional growth. An adaptable mindset allows audiovisual technology marketers to pivot their strategies and effectively navigate the ever-changing industry landscape.

  1. Strong Communication Skills

Effective communication is fundamental for any marketer but vital in the audiovisual technology industry. Marketers must clearly articulate the benefits and value of audiovisual products and services to various stakeholders, including clients, sales teams, and technical experts. There is no 'fake it 'til you make it' here! They must also be able to translate complex technical concepts into simple and compelling messages that resonate with their target audience. Strong communication skills enable audiovisual technology marketers to build trust and credibility with potential customers and establish themselves as experts in the field.

  1. Analytical Thinking

We usually think of marketers as creatives who are experts at tugging emotional strings, but audiovisual technology marketers need to possess strong analytical thinking skills. This involves analyzing data, tracking marketing metrics, and identifying technical trends and patterns that can inform marketing strategies. By leveraging data and analytics, marketers can make informed decisions, optimize campaigns, and measure the effectiveness of their marketing efforts. Analytical thinking also enables marketers to stay agile and make data-driven adjustments to their strategies as needed.


In the fast-paced world of audiovisual technology, marketers face unique challenges that require a specialized skill set. Technical knowledge, creativity, adaptability, strong communication skills, and analytical thinking are all essential qualities for audiovisual technology marketers to possess. By honing these skills, marketing professionals can effectively promote audiovisual products and services, drive business growth, and stay ahead of the competition in this ever-evolving industry.

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Go to the profile of Antonio Vaca
3 months ago

Great article Joey, sometimes the rol of the responsible  of social media in AV companies is underestimated, mostly on those small-medium companies who dont have a communication area or a marketing agency doing the hard work. Definetly enough understanding of AV industry from the end user and specialist company perspectives, a great passion for technology, besides all communitcation and creativy tools are essentials to succeed as tech content creator.

Being a social media user is not enough to be a good candidate to manage and create the content of the AV or Tech Company on digital channels.

Go to the profile of Hannah Zelmanski
3 months ago

Thanks for sharing, Joey! This is great information for those considering a career in AV marketing. 

Go to the profile of Iulia Popescu - AVIXA
3 months ago

These are all such imperative skills to have as a marketer in the AV industry! It's good to keep your eye on tech trends and stay up to date with any government-enforced AV standards too.

Go to the profile of Camila Chavarri
3 months ago

Totally Agree Joey! Thanks for sharing such valuable information.

Hi @Joey Davis 

Great article!

I would add another thing that I believe is essential for AV Marketing.

Deep knowledge of the AV industry distribution.

Despite the type of company (manufacturer, distributor, consultant, integrator, rental, etc.), it is important to understand the industry. It is technology, but it has it’s own style, challenges and spaces, different from IT or software, some of them general overall the distribution chain, and others completely exclusive on the place every player plays.

With this skill, AV Marketers can understand their prospects and their clients prospects, to include their goals, worries and motivations within their marketing efforts.

It would be interesting ot hear about some AV Marketers, so maybe @Franciele Mesadri, @Peter Schädel or   @Monisha Devaiah from AVIXA have something to share, or @Adriana Montanez @Camila Chavarri and  @Sheyla Ynope and share their opinion as a part of the industry.

Go to the profile of Monisha Devaiah
3 months ago

Thank you for sharing your perspective @Joey Davis and thanks for tagging me @Sergio Enrique Gaitan Serrano, CTS.

I totally agree with the pointers that you've listed. I guess for marketers in AV it is also important to gain a keen understanding of the audience and what their motivations are. Segmenting and positioning according to the TG and crafting the marketing messages for the intended audience can definitely produce better campaign results, imho!

Go to the profile of Camila Chavarri
3 months ago

You inspired me to write about my experience as a marketer, I invite you to read it! 10 years in the Marketing world! | AVIXA Xchange

Thanks for sharing Monisha!

Very good insights. 

In fact, Marketing professionals in the audiovisual technology industry require a skill set to effectively promote and sell products and services in this rapidly evolving field. Besides what my colleagues have already shared, I wanted to include one skill that can greatly benefit audiovisual technology marketers, and that is the Cross-Functional Collaboration.

Audiovisual technology marketing often involves collaboration with other departments such as sales, product development, and customer support. Collaborating with customer support teams, for example, provides marketers with insights into common customer inquiries, problems, and feedback. This information helps marketers tailor their messaging to address customer concerns and showcase how the products can solve specific challenges.

Would love to hear from our Marketers in AV what they have learned about the AV customers in their companies and what other skills they had to learn in order to better serve them. @Sophia Calandra @Virginia Molina @Boris Dallafontana @Alexandra Múnera Otálvaro @Montse Romero @Camila Ceal 

Go to the profile of Boris Dallafontana
3 months ago

Hello everyone! Thanks @Joey Davis for sharing this article. The topic you brought up is really interesting. I also want to express my gratitude to @Franciele Mesadri for mentioning me, ensuring I didn't miss the article. I'd like to take this opportunity to share a bit about what has helped me in the realm of communication and marketing, first as a DS Marketer and later complementing it as an AV Marketer.

We need to step out of our comfort zones and put aside our computers. Our work demands a profound understanding of our subject matter, and to achieve that, 15 years ago, I took the time to do some hands-on work. I shadowed Project Managers in their tasks, joined installation teams wearing hard hats and safety vests, I assembled and connected LED modules, connected fiber optic and HDMI cables. Each time I went out with my camera and tripod to document a project, I made sure to get my hands dirty and learn new things, especially problem-solving. The good news is that, thankfully, those installations are still functioning – LOL! So yes, it's imperative to comprehend what we're discussing and who we're communicating with. Thanks to everyone for sharing.

Powerful advice, @Boris Dallafontana! Putting ourselves in another's shoes is a powerful thing. Thank you so much for sharing. 

Go to the profile of Peter Schädel - AVIXA
3 months ago

Hi @Joey Davis

good and very true list. 

One addition: the technical knowledge described in 1 is crucial for performing well in 4.
Actually, from my experience, you do not have to skilled in tech as eg. tech support folks, but what you really need to understand is how any new feature and technology helps the customer/client to reach their goals better, faster and cheaper.

And one more suggestion for (future) AV-Marketeers: Travel, see different countries and cultures, meet your customers and their customers, learn about cultural differences and the reasons why people elsewhere may have chosen other solutions than the one from your employer. It might be because of a badly chosen product name, different building or fire safety codes. 
In short: The is not one marketing approach for product, a worldwide industry needs a lot of adaptions to regional cultures and habits.   

Thanks for sharing Peter!

Go to the profile of Monisha Devaiah
3 months ago

Nicely put @Peter Schädel ! I agree on the travel and exposure to various cultures and nuances. Helps you gather many ideas and newer ways to do things. It is also important to be familiar with the basics of audio/video whatever is your company's core offerings. It changes the way a customer sees you and is able to engage in a meaningful conversation. 

Go to the profile of GRIFITHS ZACHARIAH
3 months ago

Great article, Joey, and thanks for shedding light on a crucial aspect of our industry! 🌟

In the world of ProAV, marketing is not just about glossy brochures and catchy slogans. It's about bridging the gap between innovation and understanding, and this is where technical proficiency truly shines.

Joey's insights emphasize that we've long believed that ProAV practitioners with solid technical backgrounds have a unique advantage in the AV marketing landscape. They effortlessly decode complex tech jargon, translating it into relatable stories that resonate with tech enthusiasts and decision-makers. 🚀

When you understand the intricacies of the products you're promoting, you can convey their value with authenticity and authority. This ability doesn't just sell products; it builds trust and fosters lasting client relationships.

So, whether you're a marketer or a tech pro, remember that AV marketing is about more than just selling—it's about enabling connections and experiences that leave a lasting impact. Let's embrace our technical edge and continue pushing the boundaries of innovation together! 💪✨

#AVMarketing #TechnicalEdge #Innovation #AVIXA #ProAV #TechMarketing