By Bryan Kramer
Balance.
Harmony.
Balance seeks equilibrium and steadiness.
Harmony seeks agreement and continuity in all of its parts.
For marketers, any socially enabled campaign today should be approached with the understanding that there are many elements that are just out of our control.
We see social and digital campaigns as a harmonious “Mobius strip,” an endless, unbroken chain that perpetuates itself with the right mix of content and context.
But, to become a human marketer, social and marketing need to work together to personalize individual conversations, as well as deliver shared global experiences from which crowds of common values can benefit.
This is what our social and digital mediums have gifted us, and how humans interact and feel more compelled to take action.
Customers Control Our Brands
It’s the dichotomy between marketing and social channels that are constantly fighting within themselves to strike a balance in the purpose they serve.
It used to be that marketing was a one-to-many medium, broadcasting in broad stroke in the hopes it would be heard.
Today, marketing increasingly strives to be one-to-one, with new technologies and solutions popping up every day to collect and wrangle Big Data about us, and our customers, in an effort to serve up more personalized offers and experiences.
On the other hand, social was created as a medium that enabled intimate, one-to-one or one-to a-few online relationships.
Today, social has become a more public and vast medium, where the things we share skyrocket quickly to a one-to-many experience.
Earlier this week, Gini Dietrich wrote a post about how the customer now controls your brand.
How do we become a more human marketer? What, in all of this, then can marketers control?
But We Control a Few Things
Our approach.
Our understanding.
Our message.
We can choose how we want to socially interact with our employees and customers, and control the most contextual components of our interactions.
Knowing this, it’s a smarter decision to choose to focus on what is in our control, and what is not.
We can choose to try and fail, we can choose to learn from our mistakes, and we can choose to tap into our humanness to connect with others on this level.
Be a More Human Marketer
Human beings are innately complex yet strive for simplicity.
It’s the simplicity of our favorite communicators, brands, and products that make us fall in love with them, because we get what they’re saying.
It takes a lot of hard work to make something so complex look so easy.
Some call it brilliance. I call it being a more human marketer.
Our challenge as humans is to find, understand, and explain the complex in its most simplistic form.
Find the commonality in our humanity, and speak the language we’re all been waiting for.
That’s Human to Human: #H2H.
This is an expert from “There is No B2B or B2C: It’s Human to Human: #H2H“