Technology can be very inhuman. Understandably, many brands are using digital channels and technologies to interact with customers and prospects to an ever greater extent. We think there's a risk in this that some of the warmth and emotion that has fired relationships is lost.
Digital channels have transformed markets into conversations. They offer the potential for marketing to be more transparent, engaging, tailored, personal and relevant.
At 20:20 Agency, we believe that keeping brands as human as possible holds the key to future marketing and business success. We have the resources and expertise to assist with all things digital: social media, mobile, search marketing, online display, viral, eCRM, design and build, even multi-channel e-commerce. Our aim is that every brand touchpoint successfully conveys the brand's humanity.
We think that there are four defining traits that apply to both the brand in its own terms and also to the way that it engages with people. The four traits are: Individuality, Sociability, Authenticity and Behaviour. Many agencies have a good story to tell around one of these. We see ALL of them as vitally important and multiplicative in their impact upon marketing performance.
Our experience with clients suggests that you need to:-
- Drop the language that de-humanises customers, banning all talk of target markets, users, consumers and so on
- Understand the purchase decision journey as it is now, in the digital age, not the sales funnel it used to be
- Attain and act upon a deep appreciation of a customer's need states throughout the journey, particularly during evaluation and post-purchase
- Move at the speed of your customer and the word on the web, iteratively evolving what you do or say rather than stick with implementing the grand brand plan
Take a look at the case studies below to see how we put the above into action. We'd love to talk to you about how we might do the same for your brand. Please contact David Jones (david.jones@weare2020.com) if you'd like to discuss ways in which we might make your brand a little more human.