CUSTOMER CENTRICITY
WHY MARKETERS NEED TO THINK ‘HUMAN TO HUMAN’ RATHER THAN ‘BRAND TO CONSUMER’
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2020 & 2021: the years where digital kept us connected – not just internationally, but at regional and even very local levels. For many businesses, digital was the saviour, ensuring business could continue – even grow.
Yet, while it may have initially seemed important for retailers to digitise their brand strategy, ploughing efforts into everything from social media to website tools, so the brand would translate in a completely digital world, the fact is that people have realised more than ever the value of human interaction. How easy has it been, therefore, to remain truly connected to the people your brand speaks to?
A brand is not just what you do through your marketing tactics. It’s a feeling it stirs, an experience it creates, and a story it tells. While there are many amazing things brands can do in the digital world, to be a real success, brands need the human element to sit at the heart of their digital brand strategy.
THE NEW MARKETING PLAYBOOK It’s safe to say that 2020 was a year like no other, and 2021 certainly has not reverted back to the ‘old normal’. In fact, the age of COVID-19 has upended the marketing playbook, challenging conceived truths and redefining the rules. Whilst digital strategies were accelerated across all industries during the start of the pandemic as a matter of business survival, customer expectations have changed. Forget the slick digital journey and the ability to deliver exactly what a consumer wants, when they want it – that is now a given. Instead, customers expect their relationship to matter to you; and they expect your brand to stand for great values they can resonate with.
While delivering on these experiences requires organisations to place technology and data at the core of their marketing delivery, to sharpen their decision-making and drive greater relevance in their customer interactions to build stronger, more relevant connections, they also require something more. Tey require the ability to engender trust – and that, in itself demands authenticity, integrity, and humanity.
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homeofdirectcommerce.com | Direct Commerce
BY NEELAM KHARAY, CHIEF OF STAFF, GTM, ACOUSTIC
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