Digital Marketing / Inbound Marketing

How to Humanise Your Brand’s Digital Experience

By Shrishti Jain
February 18, 2023

In today's digital world, the marketing landscape has changed drastically. Consumers now expect a seamless digital experience. Relevant and humanised content can enhance your digital marketing campaign. In December 2022, Google also rolled out an update that can help bring helpful content updates globally for all languages. Here we will reveal the best ways for your organisation to take advantage of humanised content and drive incremental revenue. Let's examine how your organisation can humanise its brand's digital experience in 2023.

Redefine Customer Retention

Customer retention refers to the technique businesses use to retain their customers over a specified period. A 5% increase in customer retention rate leads to a 25-29% increase in ROI. Digital Branding companies can use consumer engagement behaviour to develop relevant content with a targeted communication strategy that can help retain customers with changing preferences. Digital brands often keep a careful watch on CRM analytics to redefine customer retention and understand the changes by monitoring various e-commerce metrics like conversion rate and bounce rate. According to a McKinsey report, 30 to 40% of consumers switch brands; therefore, redefining brand loyalty and retention of customers is extremely crucial.

Craft Purpose-Driven Messages

Offering an excellent customer experience is the main driver behind the organisation's growth. Successful companies re-evaluate customer priorities to craft more purpose-driven messages. Purpose-driven messages are one of the most powerful tools that help brands to connect with customers on a deeper level and boost their engagement. Organisations operating with the motive to build a good relationship with their customers experience a loyal customer base in the long run. The brand communication strategy must amplify what the company believes. The purpose-driven messages should be broadcasted throughout the brand's 'owned' channels.

Build Affinity-Focused Customer Profile

Brand affinity is the emotional building block that helps digital Branding companies maximise customer loyalty by creating a deeper relationship and driving long-term value. Collecting data about consumer experiences allows businesses to learn more about their interests, build personas and brand affinity. Doing this helps businesses retain their customers and reduce the churn rate. Brand-affinity is a by-product of positive word-of-mouth. You can provide referral programs that can reward your customers for promoting you. Creating a brand affinity customer profile allows everyone to be on the same page and strategise about how certain customers like being communicated with and what motivates them or turns them off.

Deliver Consistent CX Across all Touchpoints

Customers today expect humanised and consistent support across all touchpoints. Consistency in the form of the customer journey, emotion, and communication is the secret ingredient to making customers happy. When the in-location experience of the customer is different from the web experience, it leads to inconsistent CX. Providing a consistent experience helps the digital brand earn customer loyalty and build a reputation. Maintaining consistent customer experience across different channels like phone, Facebook messenger, text message, chatbot, etc., offer real-time support that helps accelerate business growth in the long run. Offering consistency in customer experience can hugely benefit your organisation, not just in terms of revenue but also in the form of a high customer base and legacy building.

Maximising AI to Generate Business Value

Leveraging AI integration and automation in your business improves digital branding services by reaching wider audiences and creating a more personalised experience. Leveraging the power of AI helps offer CX delivery agents valuable data-driven insights that help humanise customer-brand interactions seamlessly. AI is available around-the-clock and assists marketers in adopting more 'human' strategies. They have the ability to remember customer preferences and deliver more tailored content. Using AI, businesses can rapidly collect, combine, and analyse a wide amount of data to maintain unified customer profiles in real-time.

Way Forward

In this digitally advanced era, it has become increasingly important for businesses to offer positive customer experiences to meet rising customer expectations. To humanise the content, the brands need to develop a tale that has the ability to resonate with the audience. With the right strategies, you can make your digital experience more engaging, inspiring, and memorable for your customers. As a result, in 2023, organisations are looking to humanise their digital branding experience to increase customer satisfaction and build loyalty.