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Digital marketing professionals love to know what works and have a seemingly endless amount of analytics tools and an ocean of data to tell us exactly. Between our desire to pinpoint exactly what leads to a conversion, we're losing touch with something that can make all the difference for a brand: humanity.
That's right, humanity. No need to click, download or view the page. People are not merely target users or members; they are people. People are emotional and emotions influence what they buy even when they buy on behalf of a company.
Data does an amazing job of tracking the customer behavior behind a conversion, but how connected that customer feels to a brand is harder to gauge. But it is equally important. However, failing to form a positive human-to-human association means not being able to stand out in the midst of an endless stream of insignificant information.
Creativity sets your brand apart – in the eyes of real people. In terms of digital marketing, that often requires interactive content , create fun as you build trust. What's more human than an accidental smile, especially if it comes from a surprisingly creative marketing copy?
Data is key, but not everything.
We've turned to rely so heavily on data to drive digital marketing that we've overlooked the power and potential of creativity. That is probably because its effects and the human emotions it evokes are not quantifiable. But if you only value what can be measured, where does that leave the creativity and positivity it fosters?
Shirley Macbeth, Marketing Manager of Forrester Research, recently told Renegade Thinkers Live where the number of touchpoints in the typical buyer's journey has grown from 17 in 2019 to 27. 27 touchpoints! Whether you want to measure last interaction attribution, first interaction attribution or any other attribution, you can't ignore the fact that it took 27 touchpoints to drive your buyers act.
Obviously, we're doing something wrong. Maybe the marketers we're counting are so busy we don't connect with each other. We have put quantity over quality. Regardless of what clicks, shares, or other metrics might suggest, people haven't engaged yet. To weather the onslaught of mediocrity, mediocrity is an emotional connection with our buyers. We need to capture their hearts and minds by humanizing our brand with creativity.
Marketing Wild Card Index: The Human Experience
Tracking the buyer journey isn't perfect because the data isn't perfect in tracking actual people's buying patterns, both online and offline. Buying patterns can be erratic and unpredictable. Human behavior is the wildcard in tracking metrics.
Brands often place the product or service at the center of attention rather than about how their brand can improve the human experience of their customers.
Marketers need to rebalance the data-driven aspect (i.e. everything we can track) with the creative drive to create brand identities and experiences that cater to actual people. We have to do both. We must educate our CEOs and CFOs that the value of some things cannot be measured.
This does not mean that you are flying blind. Your company will have audience research, demographic research, and other data to help guide your intuition. You need to know your customers. What motivates them, what inspires them, what makes them smile, etc.
Digital marketing is not just about products. It's about showing buyers a better version of themselves: a better business leader, a better department head, a better one as a result of investing in your brand. Brands often place the product or service at the center of attention rather than about how their brand can improve the human experience of their customers.
Review of our recent digital marketing effort Kimpton Hotels & Restaurants , is B2C but is a good illustration of exploiting the human experience. Words and pictures focus not on the rooms and amenities but on the relaxation and sunshine you want to experience during a summer vacation. The campaign is creating an emotional response. It may be the first touch, the 17th or the last, but it is clear that it has an impact.
Express humanity through creativity. Enjoy good storytelling and worry less about the placement of live attribution. Let your marketing intuition breathe again.
Show the Human Side of your brand
The goal is to create an emotional chord, and trust is one of the most positive emotional chords we can create. The heart of humanizing the experience is to bring that out in your company. You want to help your potential customers see that what's behind the product and behind the company are people just like themselves, who think and consider how others will experience their brand. any.
BILLION rust is one of the most positive emotional chords we can hit.
Let your customers know your company cares. Let them know you're backing them. Be a relationship not a transaction. Companies have the right to choose who they can buy from and with whom they can do business. Does your company reflect a sense of community?
Another key to establishing trust is simply being vulnerable. Creative and take risks with your marketing. Peel back layers so everyone can see your authenticity.
Let your creativity reflect who you are. Click to Tweet
This is no easy task. When you are hurt, you have to get rid of your fear: fear of saying the wrong thing, fear of alienation. If you can let go of that fear and accept the fact that it will happen, the authenticity of your company will show and you will then become much more trustworthy. Impressions work in a more positive direction. As you become more trustworthy, you will build more trust.
What you're striving for is showing the human side of your brand – how your brand helps people, whether in the products or services you offer or the role in the community your company plays. Let your creativity reflect who you are.
About the author
Jamie Gier for more than 25 years working with leading technology companies driving positive social impact to improve the way we learn, work and live. She has extensive experience scaling and growing businesses by creating impactful brands, designing revenue-generating go-to-market strategies, and leading high-performing teams in marketing. product marketing, corporate communications, public relations, digital marketing and demand generation. Prior to joining Ceros, Jamie held executive marketing positions at DreamBox Learning, SCI Solutions (now R1), Microsoft and GE Healthcare and was involved in a number of industry mergers and acquisitions.
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