New and improved people are on the way.
Yes, humans are coming back in style.
The great irony is, as digital marketing has made extremely finite targeting possible, there has been a disconnect in the connectivity world. It seems we’re not talking to people as much as we’re talking at them.
Do a search for universities now offering degree programs combining computer science and the humanities and you will be buoyed by the fact that the academic world is all over this.
So are we.
Even companies like Accenture are promoting the concept of highly personalized communications.
It’s exciting and it is extremely rewarding to see the re-humanization of marketing communications in general and the humanization of digital communications, in particular. With digital and data mining, we can reach people at a variety of life’s touchpoints, never before possible.
But every marketer knows that. And every platform will give you optimum parameters to use, be it timings in a video ad or layouts for landing pages, ‘proven to work’.
Welcome to the creative world.
Humanizing means connecting with customers with more than with just a 20% off offer. But why bother? “If sales are strong why should we care whether or not there is any so-called humanity in our messages?”
That depends on whether you want to build sales, or sales and brand equity. And no, you don’t have to give up sales to build a brand. For instance, the language you use in your messaging should result in:
- Attracting more people
- Copywriting people read
- Emails people open
- Social media people share
- Videos people watch
- Podcasts people listen to
Your creative is how your dialogue starts with your customer and it starts with writing. It could be writing for a video with no audio, a website, an Instagram post or the most important document to write: the strategy.
Building brand equity is done but for one reason: to make the brand worth as high a multiple of its book value as possible.
Building brand equity while making sales is done for one reason: to make the brand worth as high a multiple of its book value as possible. That’s one reason smart companies have smart writers working on their business.
Poor use of language can create a credibility issue. Personally, I am very wary of online services when the person promoting it says the following, “I am super excited today to give you this opportunity….”
Seems a lot of people selling online are “super excited” these days. And when I read that, I am super careful. Trying to friendly-up your dialogue with gratuitous warmth can backfire. If you come across as fake you can come across as untrustworthy. That can be very expensive to overcome.
By humanizing, I am by no means suggesting abandoning marketing automation. Anything but. It’s vital if you want to reach people exactly where, when and how they want to be reached. But like anything else, automation is only as good as what you feed into it. Just like email marketing. Almost everyone is using it. So why do some people succeed and others fail? Here is something you can easily check. If you’re using email marketing, how are you comparing to industry averages? You should be beating them handily since the average consists of a lot of people sending out emails who don’t know what they’re doing. So of course, the ‘averages’ will be low. If you’re not beating the averages, you need to re-evaluate what you’re doing.
When the science of persuasion meets the art of persuasion, the force is formidable.
Please don’t think I am under any illusion. For the moment, we need people from the humanities practising in the digital world. But as the universities produce computer scientists educated in the humanities, they will soon be building algorithms able to mimic the subtly of human nuances.
In her Nov. 18, 2018, Forbes article, How AI Is Revolutionizing Digital Marketing,
Nicole Martin writes, “Artificial intelligence can significantly help with that in its ability to collect data and decide which content is the most applicable based on things like location, historical data and past behaviour. When doing so, it gives the user the impression that the brand was built specifically for them.”
It’s nice to see you back in style, people. Wish the same could be said for platform shoes.