With all the analytical power currently used by large businesses to segment customers, automate personalized messages ("missed you!"), and spy on the shopping and decision making habits of site visitors, it's more important than ever to be human-friendly. We cannot forget that customers are real people and not just stats on a spreadsheet. Things can go wrong very quickly if we don't remember this, thanks in no small part to the powerful digital systems available to our human customers (Twitter, etc).
John Winsor explores this and cites recent examples in his latest post on the HBR blog, Being Digital Demands You Be More Human.
"As new digital marketing tools and systems are implemented they must be balanced by even more analogue systems than before. The ability to reach out, in a human way...can quickly create either positive or negative momentum for your brand. That makes human interaction more important than ever."
The challenge--how can analogue systems keep up with the large scale made possible by digital systems?
John Winsor explores this and cites recent examples in his latest post on the HBR blog, Being Digital Demands You Be More Human.
"As new digital marketing tools and systems are implemented they must be balanced by even more analogue systems than before. The ability to reach out, in a human way...can quickly create either positive or negative momentum for your brand. That makes human interaction more important than ever."
The challenge--how can analogue systems keep up with the large scale made possible by digital systems?
