In this age of digitization, products and services are marketed using digital technologies like the internet, display advertising, and mobile phones. Digital marketing is any marketing that exists online or on electronic devices. The number of people who go online on a daily basis is increasing. Businesses leverage such channels to connect with potential as well as existing customers.
Digital marketing can support the goals of a marketer by connecting them with audiences virtually. Such methods access readily available data to achieve their goals. This data offers insights on the feelings, needs, and thoughts of the target audience. But focusing on the data alone to create a digital marketing campaign may not ensure success.
There is one thing missing out – the emotional or humanly aspect. Adding a bit of personal touch or connect with the audience in any campaign or activity increases the chances of more engagement, trust building leading to success. If a customer can contact a business in real -time and get them to listen to his or her query, the business is bound to get more appreciation for their empathetic response giving more attention and positive reviews from the customer.
What exactly is humanization?
The term humanize means to make humane or attribute human qualities too. It involves making something more friendly and connecting on a personal level. Humanization makes things refined, civilized and understandable instead of making marketing look pushy and on the face selling tactic.
Humanizing sometimes makes it easier for people to relate to it. For example, if you write a story, and make people relate to a character, then you have connected the character on the more humanly ground. It is a matter of recognizing the common virtue of the audience and including it in the moral scope to see the results of your marketing efforts.
Importance of Humanization
Humanization stimulates trust-building and cooperation. Your customers would like to read something on your website if it relates to them, or if your content provides a solution to an ongoing problem in their business by connecting on emotional grounds than just selling service or a product.
Audiences will engage more and be responsive to the marketing efforts of a business as it will enable the audience to recognize the business as a part of one’s moral community, leading to more openness and acceptance from the audience.
Tips on Humanizing Digital Marketing
Creating a marketing campaign that appeals to all prospective customers can be a challenging task. Data or insights into consumer behavior may help, but humanization will always be an advantage for businesses.
Connecting with prospective customers on an emotional level will always be more fruitful. Let us explore the ways in which digital marketing efforts can be humanized.
· Encouraging brand advocacy
Brand advocacy is a great tool for humanizing digital marketing. People trust feelings, thoughts, and opinions of fellow human beings, over traditional forms of advertising. If a brand’s message resonates with the employees of the business, it is more likely to be shared and distributed.
A brand message that is distributed to the employees is 24 times more likely to be shared further. Incorporating loyal customers and staff in marketing campaigns and participating in social media messages will make the activities more human and showcase your value.
Spark up conversations on social media and encourage personal interventions. Engaging employees is critical for brand advocacy and connecting with new customers.
· Real-time actions
Current statistics show that 77% of people will not buy anything from a website if there is no option for a live chat. Potential buyers using digital platforms require answers to any questions they may have and quick solutions to problems.
This means that starting conversations and reacting to prospects in real-time is a valuable way to depict the human side. Personalized relationships with brands in a digital world and customized communications for queries and curiosities bring in more visitors and prospective buyers.
Responsive, quick and timely touchpoints that interact with audiences will forge valuable relationships for the brand. This, in turn, will mean growth and revenue for the business.
· Driving empathy
Empathy is a critical element in developing and forging relationships. If a business can drive empathy through its digital marketing campaigns and communications, then there is a greater chance of the audience connecting with you.
Empathy allows humans to share, feel and react, which means the opportunity of opening up a two-way dialogue with customers. Comprehensive buyer personas and demographic data allow companies to understand prospects on a personal level.
A good campaign can evoke empathy, create inspiration and offer positive engagement. Transparency and a glimpse into a brand’s core values encourage a deeper connection between the business and the audience.
· Brand storytelling
Brand storytelling is an incredible and valuable marketing tool as consumers like a solid narrative. Humans have used stories to pass on knowledge, wisdom and to entertain as well. Communication through stories is far more interesting than making plain speeches.
Stories attract people’s attention and hold it for longer. In the modern world, there are many platforms through which stories can be told. Around 45% of a brand’s image is attributed to what the brand says and how they say it.
Narrating a story in an engaging and relatable manner will encourage people to connect with you and boost awareness as well. Storytelling can be the future of brand marketing, to engage an audience in a meaningful way.
· Adding automation
Technologies in automation such as machine learning and artificial intelligence can help a business in real-time responses as well as other digital marketing initiatives. Of the numerous automation technologies, chatbots have helped in the humanization of marketing efforts and are very valuable.
When a business grows with demand and sales, the representatives may have less time for connecting with all customers. In such cases, a chatbot can add the human element and reduce the workload of customer care representatives.
Conversations flow more freely with technologies like chatbots and also reduce the work for customer care staff.
Influencers in today’s time have touched on their personal lives, interests, and lifestyle of their audience to garner more attention and trust. By creating one on one relationships with the audience, they have gained followers in the form of supporters. When you are looking for a digital marketing company like Break The Web – Inbound Digital Marketing in NYC, observe the way they interact with their customers. How much they want to know about your business, ask questions and see if their answer satisfy your marketing needs.
Companies can take a page out of their book and connect with the audience on an empathetic level. Keeping conversations flowing, replying to customers, answering questions and being transparent are some of the best ways through which brands and their messages can appear more humanely. Humanized digital campaigns work better than traditional marketing campaigns as they can interact with emotions and human connections.