The Pandemic-Induced Standard of Human-To-Human Marketing Is Here

    The Pandemic-Induced Standard of Human-To-Human Marketing Is Here

    The non-human factor in marketing is being rejected by customers – pushing brands to think of ‘human-to-human’ marketing soon.

    Amid the ongoing economic crisis, more people are now seeking a human representative to assist them in purchase processes. Consumers are tired of the proliferation of digital platforms and automated responses.

    In this trying time, market leaders found themselves inspired by how this experience offers 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 and social distancing is pushing to figure out the humanized touch from brands.

    It could lead to a new marketing paradigm, and thus marketers need to dig deeper and re-establish their marketing strategies. Simply put, it is high time for brands to get more ‘personal.’

    Read More: The Crucial Role of CMOs in Buyer Enablement

    With human-centric marketing approaches, brands can come out of this phase more successfully. With the right message, they can stand out with an enhanced competitive advantage and customer experience.

    People tend to accept, believe, or surrender to the actions and thoughts that match their emotional state as per rational human nature.

    Simply put, people seek empathy – they are urging that brands should continue check-in and keep them informed. Lately, people are getting more personal and becoming less superficial.

    According to Kanter, nearly 70% of the consumers seek reassuring messages from their trusted brands or want information – to navigate the new normal.

    In fact, the social media platform usage has spiked 61% more than usual time. Notably, people noted that the advertisement content and tone of the brand communication matters significantly now. Today, bigger brands have already been working on it and experimenting with new tactics.

    Businesses have historical behavioral data of their target audience. Lately, with the captive content consumption due to COVID-19, brands also have direct insight on how consumers work, consume digital products in quarantine, and engage in the content.

    The pandemic has brought upon hefty uncertainty for businesses that rely highly on the walled gardens for tapping into one-dimensional audience data.

    Read More: CMOs explain how enterprises and marketing strategies can remain future-ready

    Thus, mapping their real-time behavioral trends and historical data will provide marketers with a more transparent and robust view of consumers.

    Clearly, companies can leverage such information for defining distinct cohorts and designing futuristic predictive models. It will enable them with limitless opportunities for value exchange.

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    Sudipta Choudhury
    Marketing professional with experience in B2B and MR industry. Skilled in Marketing, Strategy Making, Copywriting and Content Creation, Sales, and SEO with excellent Communication Efficiency. Holding dual master's degree focused on Marketing from IBS, Pune and ICFAI University.