With the ongoing pandemic crisis, the non-human factor in marketing is being discarded by most organizations – brands are prioritizing empathy and relevance more than ever.
Amid the widespread pandemic, consumers are looking for a human representative – since a bot does not understand specific requirements. Most people are tired of the proliferation of automated responses and digital platforms. In its essence, many brands are switching to ‘human’ elements to serve the increasing demand.
CMOs are inspired by how this experience is providing a significant opportunity to introspect human behavior in a new way. With this renewed focus on human touch, marketing professionals see tangible benefits in their lead quality, budgets, and conversion rates. Many marketers are, thus, keeping away from spending money and time around bots.
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Surprisingly, this is an exceptional opportunity for brands to achieve unique customer loyalty and engagement like never before. This sensitive period is rare – increasingly leading businesses to adopt “human touch” in their campaigns. This has now lead an innovative marketing paradigm for the marketplace.
Marketers need to get ‘personal’
With a human-centric marketing approach, brands can quickly come out of this phase successfully. The right strategy can show them apart from their peers with enhanced customer experience and competitive advantage. Considering the rational human personality, consumers tend to believe, accept, or give in to the actions that match their emotional state – and bots are incapable of that.
A major challenge to detect modern, sophisticated bots is – they are continually evolving. To combat a bot problem, experts suggest, it is essential to connect with cybersecurity teams to deploy a bot mitigation platform. Simply put, marketers should partner with who can detect sophisticated bots in order to ensure that the campaigns remain efficient, professional, and, most importantly, humanized.
Today, most people are getting personal and fitting into less superficial. As per the COVID-19 Barometer by Kanter, about 70% of the customers seek reassurance from their preferred brands. From the past few months, people are seeking information and guidance from businesses to take the helm of the “new normal.”
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A majority of consumers now notably focus on brand communication and advertisement tone. Hence, market leaders are making an allowance for understanding the emotional driving factors to identify the audience’s needs. Bigger brands have been working on it for a long time and thus setting examples for others.
Clearly, the COVID-19 has brought upon several uncertainties for businesses that highly rely on one-dimensional audience data. As a result, mapping these real-time behavioral patterns with historical data can undoubtedly provide brands, with a transparent as well as a robust view of the audience. Marketers need to leverage such information to define distinctive cohorts and while creating futuristic predictive models.
