Many businesses have adopted using automation, artificial intelligence (AI), and algorithms to get things done faster, but this has taken out the human factor. This is dangerous territory for the marketing industry as the human response is the basis of all marketing strategies and campaigns, and algorithms cannot inspire the level of trust needed.
Due to new demands of consumers, climate change, inflation, and the COVID-19 pandemic, marketing strategies have had to change and adapt. Many marketing companies have chosen to use automation and AI to keep up with the fast pace and new developments. This has allowed marketers to fast-track processes and gain insight into demographics, previous behaviour, and customers’ choices, but it has not kept humans in the loop. As there have been new demands and developments, the need for humanity in digital marketing processes is vital. This is not to say that automation and AI need to be scrapped because they have shown great benefits, but these technologies can’t always deliver effective messaging.
Brands need to form a connection between themselves and the consumer. To do so, marketers need to understand factors like digital sustainability, inclusivity of all parties, and building consumer engagement. To bring humanity back into digital marketing, brands can implement different programs or initiatives. The first step would be to create a better work environment for marketers themselves. Companies could introduce initiatives that offer mental health benefits and assistance for their employees and could work towards gender and racial equality within the workplace.
Marketing companies should then focus on understanding context. This can be done through field experimentation and observational research. They should also implement unpredictability into their strategies. Algorithms are very structured and can become mundane over time as they become predictable. By adding surprises, like interacting with customers, or having surprise product launches, makes the brand feel more personal and human.
The use of algorithms in marketing is important and can provide many benefits to a brand, but it should not be the basis of digital marketing. Marketers need to always keep in mind that customers are all different and unpredictable, which is why marketing strategies need to make use of the data from algorithms while pursuing the specific and different needs of customers.
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