There are a large amount of technology including bots and AI that marketers can deploy to reach their intended audience. But the author sees a problem with using technology in marketing. That is because consumers buy from people and not from companies or bots. He reckons that consumers are loyal to companies because of the relationships they have built with them. That is to say that marketing is about H2H, human to human, and not just B2B or B2C. So, in order to succeed in marketing, the author lists steps companies and marketers can take to create relationships with customers. The first thing to do is to listen to the customer. Thanks to social media, consumers have a lot of input into brands and marketing these days than never before. The best way to make your customers keep coming back is to listen to them and reward them for communicating with you. The next thing to do is to learn how to think like them. The marketer should put himself into the shoes of the buyer. This makes for success in the relationship. Trust is also built. Other steps to take to create this relationship are outlined in the blog.
- When marketers want to reach a number of people, they have a growing number of technologies they can deploy which includes AI and bots.
- One big problem that the author foresees in the use of machines to communicate with people is that people buy things from people not from bots.
- Successful marketing involves creating a connection with people so that they can stay loyal to the company. That is why it is H2H, human to human.
“The biggest communication breakthroughs in the past few years do not involve reaching a huge number of people with a single message.”