Digimarc is a company the average consumer has never heard of, but have probably used their products at one time or another. They specialize in...well that's just it. Their product offering is wide, ranging from invisible barcodes that could theoretically be embedded into spray paint, to a newly introduced "Discover" app that can scan those barcodes, to identifying audio files (they're the technology behind Shazam), to managing digital rights with a tool offered in Adobe Photoshop. The main pain points my team and I identified were usage ambiguity, lack of awareness, and a lack of a sweet spot of being, "the invisible company," and being recognized as consumers and businesses as a useful tool. In addition, they also had two Facebook pages, sparse social media content, and most surprising, we all seemed to own magazines with Digimarc technology but had no awareness of it.
There are so many different types consumers that could use Digimarc's products, but each of those consumers will use them in familiar ways. Digimarc "Barcode" could be used by grocers, Digimarc "Discover" could be used by publishers and magazine readers looking to bridge the physical and digital world, photographers would find Digimarc "Guardian for Images" incredibly helpful when it comes to copywriting, and many firms would find Digimarc "Guardian" and other technologies useful for anti-piracy.
The key to effectively reaching these consumers is to reach them specifically and show them exactly what they need. It is not their job to sift through a website. That can be elegantly smoothed out and target the right person. The Facebook user is incredibly different than the Instagram or Twitter, so why not speak to different audiences through those channels? Streamlining the website and making customized landing pages for those clicking from a specific social media channel will get the consumer to the product they need.