In the modern business landscape, the promotion of diversity and inclusion has become increasingly prominent and crucial across various industries, including marketing. The notion of embracing diversity in marketing campaigns, ensuring inclusivity, and upholding accurate representation is of utmost importance. In this blog, we will delve into the reasons behind the significance of diversity and inclusion in marketing and introduce the IMM Institute, an institution dedicated to preparing marketers for success in this vital facet of their profession.
Business vs Human marketing – Trust can’t be bought through an algorithm
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.
The use of automation and algorithms
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.
Why the use of algorithms don’t always work
- Algorithms cannot identify context in the way that humans can. The response of consumers is very important as it often results in marketing strategies and campaigns being improved to suit the needs of the target audience. The response of a consumer depends on many things, and not only their personal opinion. It often depends on their current mood, hunger, levels of tiredness, previous choices, the weather, people around them, and even background music. Contextual information like this cannot be picked up by algorithms.
- Many people are put off by the accuracy of algorithms. For example, if you were to do a Google search for sneakers and you get ads for those sneakers across your social media, it may feel like you’re being watched. Because privacy is so important to many people, the use of algorithms may scare potential customers away, and this marketing technique will backfire.
- Algorithms often have tunnel vision. These tools function to capture data about consumers, track their behaviour online, and view their responses. It then creates a form of opinion about the customer and shows them what it has “assumed” they want to see. This may work for some consumers, but in most cases, this can form a skewed view of the customer.
- Algorithms function to predict purchasing behaviours, but many customers purchase things impulsively. Because of this, customers will not be able to form connections with brands. They tend to make purchases that make them happy in the moment or because they want something different from what they already have, and algorithms cannot detect this.
Digital marketing needs Business2Human interactions
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.
As consumer behaviour constantly changes with trends, marketers face the ongoing challenge of adapting their strategies and having to practice tailored marketing to resonate with different generations. Enter Generation Z, the cohort born roughly between the mid-1990s and early 2010s. As the torchbearers of the future, understanding the unique characteristics and preferences of Gen Z is paramount for businesses seeking to thrive in the coming years.
In an era where heightened attention to data privacy is prevalent among individuals and in the mainstream media, marketers are confronted with a pivotal moment. They are forced to reassess strategies and adjust to the changing regulatory landscape. The General Data Protection Regulation (GDPR) and other, similar data protection laws have enacted a change in how businesses gather, handle, and utilise personal data. Because of this, the marketing industry is experiencing a significant shift, placing a strong emphasis on transparency, accountability, and obtaining user consent.
As we are in the final month of 2023, it’s an excellent time to ponder what we’ve achieved over the past year and consider our goals for the upcoming year. The year 2024 holds the promise of fresh opportunities, personal development, and career growth. If you’re looking for strategies to position yourself for success in the coming year, one effective option is to explore the offerings of IMM Institute’s short courses.
Johannesburg 9 November 2023 | The IMM Institute South Africa (IMM) is pleased to announce the winners of this year’s IMM Marketing Excellence Awards. The winners
received their awards at a gala dinner held at The Venue in Melrose Arch last night, 8 Nov 2023 as part of the 2023 IMM Marketing Conference.
In the modern digital landscape, effective communication is imperative for businesses to flourish and connect with their target audience. WhatsApp, a widely used messaging platform, has recently introduced a revolutionary feature known as WhatsApp Channels. This innovation empowers businesses to thrive by effectively communicating with a broader audience, sharing vital information, and engaging with customers in a more personalised and efficient manner. In this blog, we'll delve into the concept of WhatsApp Channels, outline their advantages for businesses, and provide insights into leveraging this tool to elevate your communication strategies.