In the article “Using Human Communication to Unlock Your
Digital Marketing’s Potential”, the author discusses the need to be genuine in
our digital interactions and appear as human as possible. Per the author,
digital marketing is similar to the efforts of a door-to-door salesperson, and
thus we must analyze what makes them successful in order to leverage that in
our communications.
As a result, the author stresses the need to appear as
genuine and ‘human’ as possible, due to the fact that digital marketing often
can appear very impersonal as marketers try to reach a large audience and gain
as much traffic as possible. However, the key is to remember that we are
reaching out to human beings with “all their individual quirks and
eccentricities”.
While the author is convincing in in reminding us that
building a relationship is critical to achieve success in digital marketing, it
nonetheless remains an extremely difficult to task. It appears that marketers
are relegated to using fictitious personalities and actors such as
Progressive’s Flo to create such a relationship.
While that has been immensely successful for Progressive, it
still remains a superficial relationship, in spite of their efforts to personalize
the brand. Ultimately, brands that are able to create a real connection will
surely do best, such as Nike has done with their training app; users there can
connect with others and compete, and thus feel part of a community, which can
create immense brand loyalty.
Article: http://www.forbes.com/sites/miketempleman/2015/09/04/using-human-communication-to-unlock-your-digital-marketings-potential/
- Yaphet Kifle
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