We are living in what some call the technoworld. iPods, iPads, iPhones, and other high-tech gadgets and gizmos are becoming all the rage with consumers, customers, and employees. But creating a strategic marketing communication plan that speaks to technophiles can be difficult precisely because they are so savvy — and skeptical. Here are four ways to reach and win over this important market segment:

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1. Let them be a part of it. Technophiles are notoriously hands on, so indulge their will to play. Mozilla, for example, has long worked with this audience on their forums and in their online community to improve their Firefox web browser. As a result, these customers feel completely involved with the brand.

2. Give them the specs. Before making a purchase, most technophiles want to see facts on a product or service. They don’t care about how, say, a transistor looks, but about how many volts it offers and its resistance. Bottom line: it’s all about the specs.

3. Tell them they’re smart. Market and communicate in such a way that says to the technophile, “You are really intelligent, and we know it.” Consider using a marketing tactic that involves games or puzzles.

4. Check your facts — because they will. Just as every technophile expects a science article to be plausible and accurate, he expects the facts and math in the marketing he receives to be accurate — or he will let you know you goofed.

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