A report by Gartner had said that in 2018, companies will spend nearly 12% of their revenue on technology. With 2018 coming to an end, it is time for digital marketers and CMOs to assess the effect of the investments they have made in technology.
A study by Harvard Business Review Analytic Services, which was sponsored by ON24, has found that when digital marketers resort to automated marketing strategies and tactics, they need to sacrifice human interaction and engagement. As a result, many marketers believe that resorting to a more personalised approach allows their online business to enjoy a competitive edge. Unfortunately, the majority of digital technologies available today focuses merely on superficial interactions.
ON24’s CMO Joe Hyland said that with automation becoming the norm in digital marketing, it is getting more impersonal and artificial. Therefore, marketers need to treat their existing and future customers as more than just names in their databases.
The report, entitled Scaling Human Interaction in Customer Experiences, points out the importance of finding the right balance between a digital marketer’s ability to scale and human engagement. This is something that digital marketers should focus on in 2019, according to Hyland. Marketers should focus on investing in technologies that offer the right balance. This will ensure high-quality interactions with prospects and customers and result in superior results.
The study by Harvard Business Review Analytic Services involved 300 CMOs from different industries and found that 80% agree that adding the human touch in customer interaction gives organisations an advantage over their competition. However, nearly 60% said that it was challenging to replicate a face-to-face interaction with customers when using digital technologies.
Out of the respondents, nearly 50% of the organisations with the highest customer loyalty levels acknowledged that they made an effort to ensure superior customer experience across automated as well as live channels.
Some digital marketing analysts believe that one of the best ways to boost human engagement and interactions with a target audience is through webinars. SiriusDecisions, a marketing technology analyst firm, has said that webinars are the highest rated when it comes to human-to-human interactions.