It’s a fact: in digital marketing, the more robotic, automatic and artificial things become, the more people we need to get results and reach conclusions, meet objectives and create human relations. We still need human insight to guarantee a ROI. It’s not a flaw, it’s a universal thing; and I hope it continues so for a long time.
Art and Science
We want to make processes easier and we hide them all under artificiality. However, we cannot automate the strategy. No technology in the world can understand your client, interact with your community as a resonating box, build human capital or create irresistible assets and guarantee a suitable ROI along the way.
Technology isn’t usually accompanied by creativity, emotions or leadership, although it does generate information and take us somewhere. But, is that enough?
It’s just like art, in any of its forms. Art is made by humans, science by technology. There are two reasons we invest in artificial processes: information integration and accessibility, and productivity and efficiency. This would include art and science.
Technology may determine the best offer you can attract a client with, based on past purchase, timing and behaviour patterns. Technology also tells us what channel to use to optimise response to this type of offer according to the clients’ preferences. A propensity model may tell us when a client will be returning and what it is they will need on their next visit. Technology also predicts how and how often offline communication influences digital behaviour, as broadcasting or direct marketing.
People as Assets
The human side starts when you start considering the clients’ experience, their emotions and feelings when they arrive at your brand or product or their connection through engagement. People can guarantee creative assets, at the right time and place. Usually, the more creative assets are needed, the more customisation we offer through technology. Every interaction with a client gives rise to new information regarding a future opportunity. Technology informs us of all this and it executes our plans, but it doesn’t create them, it doesn’t produce art; that’s what we’re here for!
How do you direct the art and science of digital marketing using a human-technology environment? Are there any gaps that technology can fill or is using human talent a better strategy?
Photo credit: NY daily news.