The non-human factor in marketing is being rejected by more people customers and pushing brands to prioritize on ‘human-to-human’ marketing soon
Amid the ongoing COVID-19 crisis, more people are now seeking for human representative. Customers are tired of the proliferation of digital platforms and automated responses. In this time of despair, many market leaders found themselves inspired by how this experience is offering an opportunity to study human behavior – in the ways that nobody has ever thought of! And surprisingly, this could be an excellent opportunity for marketers to achieve distinctive customer loyalty and advocacy like never before.
The phenomenon concerning widespread lockdowns, social distancing, and isolation is a rare ‘thing’ – and thus, leading to figure out the human touch from brands. This could lead to a new marketing paradigm, and businesses need to dig deeper and rethink their marketing strategies.
Clearly, it is high time for marketers to get ‘personal’!
With the human-centric marketing approaches, businesses can come out from this phase more reliable and successful. With the right ‘message’, they can stand out from their peers with an enhanced competitive advantage and customer experience. As per the rational human nature, people are more tend to accept, believe, or surrender to the actions and thoughts that match their emotional state. And now, people are seeking empathy – they are urging for the fact that brands should keep them informed and continue check-in with them.
Lately, many people are getting more personal and becoming less superficial. According to the latest COVID-19 Barometer by Kanter, nearly 70% of the consumers are seeking for reassuring messages from their trusted brands. Another 77% of consumers want guidance and information from businesses – to navigate the “new normal.” Even social media usage has skyrocketed with 61% more than usual time. Surprisingly, people noted that the advertisement content and tone of the brand communication matters significantly now.
For the right communication with consumers during the pandemic, market leaders should be focussing more on identifying audience needs and understanding the emotional driving factor. Bigger brands have already been working on it and experimenting with new tactics. All businesses have historical behavioral data (online and offline) of their target audience. Today, with the captive content consumption due to Coronavirus, brands also have direct insight on how consumers work, consume digital products in quarantine, and engage in the content.
COVID-19 has brought upon hefty uncertainty for businesses that rely highly on the walled gardens for tapping into one-dimensional audience data. Thus, mapping their real-time behavioral trends along with historical data will provide marketers with a more transparent and robust view of consumers. Brands can leverage such information for defining distinct cohorts and designing futuristic predictive models. This will enable them with limitless opportunities for value exchange and remain a step ahead in the run.