We need to stop treating our customers like objects with our marketing and treat them like people. Be human first by recognizing their humanity. So how do you humanize marketing?
Let me explain.
I don’t know about you, but I’ve become weary of all the “personalized” emails that I’m receiving lately. It’s not that they’re all bad (but plenty of them are); it’s because, at the core, there’s something deeper going on. In sum, I’m treated as an object to convert rather than a person who may need help. Do you feel this way too?
Virtually all the polished emails sent to me use marketing automation. And they’re mostly focused on getting me to do something. In most cases, that something is a click. I’m given a call to action link or a button to click on.
According to the CMO Council, “Only 20% of marketers are able to predict the next best action for their customers.” Additionally, Forrester Consulting discovered, “65 percent of marketers struggle to employ emotional marketing as they turn to automation to improve customer engagement.”
We have all this technology to connect with our customers, but they’re increasingly tuning us out. Why? Because they don’t feel it’s authentic, or emotionally relevant, and marketers are using marketing automation in a way that misses the bigger picture.
What if you put your full attention on one customer, one buyer, one potential at a time? Could you do a better job connecting and a building a relationship? Think about it.