Digital marketing, powered by technologies that didn’t even exist as little as five years ago, is driving insight and results that would previously have been unthinkable. Whilst there has been a huge shift towards personalisation, ticking this box doesn’t necessarily equate to a more meaningful relationship.

Instead we are seeing an evolution towards interaction that is more in step with human nature. For example, just because you have data about a user, doesn’t mean you should bombard them with offers left right and centre. Think about it like this: Imagine you are in the queue for lunch and someone, having caught a snippet of the conversation you are having with a colleague, tries repeatedly to join in. After your brief encounter, armed with your name, they start following you on Twitter, friending you on Facebook and sending you a LinkedIn request. It is, frankly, overkill.

Data not only gives digital marketing the opportunity to be more targeted and relevant, but to also ape human nature. As humans we listen and observe; data is the means via which brands can do this and evolve their communication. It does this by providing a platform for understanding, trust and context. But most importantly by enabling brands to communicate in the most human of ways. Data is often seen as robotic, but this is far from the case. Data, if used correctly, should humanise a brand by enabling clever, well thought out and relevant interactions that are of value to the end consumer.

Digital may well be the platform for today’s marketing, but in order to facilitate meaningful engagements that drive growth, don’t forget about the human at the other end. Just like Steve (above) in his pursuit of his true love has learnt this week, if you ditch the gimmicks and communicate authentically, in the long run your audiences will thank you for it.

 

By Kevin Tan, CEO of Eyeota.

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