ESSAYS
Digital technology generates insight and results that were previously unthinkable for marketers. But is there a cost? We asked a team of experts how brands can retain the human touch 39 issue 23 january 2015
ALEX MURRAY, MANAGER WEB & MULTICHANNEL DEVELOPMENT AT WAITROSE
NOBODY LIKES A FACELESS BRAND
Q: How do you view the relationship between marketing technology and human activity? Recent changes in technology are far reaching and very exciting, but businesses must not lose sight of the unique opportunities that human beings provide in this changing landscape. Your employees have a multitude of advantages over machines and these need to be developed alongside your technology roadmap. Essentially, we need to make sure that technology supports and augments employee activity.
Q: Why do you think digital marketers are currently focusing on humanising their communications, and what are the benefi ts? The lure of harnessing data to achieve a holy grail of personalisation can be overwhelming. But personalisation doesn’t necessarily deliver a meaningful connection between brands and their customers. Humans are designed to have interpersonal relationships. In a socially connected world that values conversation over one-way marketing messages, bringing the personality of your brand to life through your people is increasingly important.
PEOPLE CAN LISTEN, ADAPT AND RESPOND IN REAL TIME – THINGS TECHNOLOGY IS STILL
STRUGGLING TO DO
Q: What role does content marketing play in establishing a brand like Waitrose’s identity? We invest a substantial amount of time, effort and money in creating relevant, high quality, fresh content. Video and TV in particular are key to communicating our brand: the shared love of food is something we want to bring to life for customers and employees. We’ve shot nearly a thousand high quality videos for Waitrose TV and the second series of Weekend Kitchen with Waitrose on Channel 4. In addition, connecting our customers with partners in their local branches (and remotely) means they have access to advice and services via real people. And people can listen, adapt and respond in real time, an area that technology is still struggling to do meaningfully, let alone fi nesse.
MEANINGFULLY”
Q: What tips would you offer to marketers seeking to make their brands more ‘human’? Nobody likes a faceless brand - employees have a vital role to play, whether in the physical retail environment or within your digital spaces. Make them visible (in your marketing materials) and make them accessible (physically or virtually). You will need to invest in them: well trained, well supported, personable
employees can achieve a powerful connection with your customers that machines are still a very long way from delivering.
waitrose.com
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