MAIN INSIGHT 12
James Gambles
GLOBAL MARKETING DIRECTOR
In a world of digital buyer journeys, do humans still have a role to play?
There is certainly a key role for humans to play in the digital buying journey. There is no such thing as a 100% effective digital buyer journey. For example, if you’re in the process of onboarding a new digital tool to support your business, that human interaction can be invaluable in deriving the most value from the tool and potentially be the difference between whether or not the tool is implemented and is a success. Speaking to a human about the challenges you're facing, without being pointed to a plethora of resources online, makes all the difference.
How to best manage and filter through digital touchpoints in customer journey?
The digital environment provides more touchpoints in a customer journey and each of these needs a tailored approach to maximise its success. The digital mindsets will push marketing leaders to think digital first– the skill though is in identifying the channels and touchpoints that offer the most opportunity to where the target audience is and aligning to investment within those touchpoints and channels.
Every digital touchpoint is constantly evolving and there needs to be constant upgrading and investment in order to get the best out of each channel. We, as a business, have to be targeted in our approach as there's the risk of spreading yourself thin if you suddenly find yourself across every touchpoint with customers.
Every digital touchpoint is constantly evolving and there needs to be constant upgrading and investment in order to get the best out of each channel.
This gives an opportunity for brands to offer as part of their USP, the possibility for customers and prospects to talk to someone who can assist them to understand how the products can be tailored to work best for them.
In the B2B world, is human engagement still a competitive advantage when it comes to customer acquisition?
Even though a lot of B2B businesses are stepping away from this, there is still a necessity and appetite for human interaction. This gives an opportunity for brands to offer as part of their USP, the possibility for customers and prospects to talk to someone who can assist them to understand how the products can be tailored to work best for them.
It is especially key when considering the adoption curve and the financial investment in the B2B world. Human engagement should extend beyond the purchase and sales process. It's amazing how involved people can be when you're looking to buy a product, but then disappear once the purchase has been finalised.
Hall & Partners is a team of unconventional thinkers, obsessed with how marketing influences the relationship between people, brands, and culture. Born out of adland, they are the insight agency known for weaving creativity with science. They distil data through a strategic lens to reveal ‘uncommon insights’ – human truths tailored to individual brands, not blackbox data available to the masses. They partner with clients to shape brand strategy and optimise brand and campaign performance. Their award-winning approach amplifies insights across every business area, propelling marketing decision-making to create an unmatched competitive advantage.
