{"id":8657,"date":"2020-05-18T13:12:00","date_gmt":"2020-05-18T11:12:00","guid":{"rendered":"https:\/\/estrategiamarketing.digital\/automate-to-humanize\/"},"modified":"2025-04-30T10:43:38","modified_gmt":"2025-04-30T08:43:38","slug":"automate-to-humanize","status":"publish","type":"post","link":"https:\/\/estrategiamarketing.digital\/en\/automate-to-humanize\/","title":{"rendered":"Automate to humanize"},"content":{"rendered":"\n

The basis of marketing is to understand customers<\/strong>. What are their expectations<\/strong>, their desires<\/strong>, their problems<\/strong>, etc. by putting them at the center of any action or decision. Marketing automation allows to go further in this process. <\/p>\n\n

Traditionally, depending on the type of product or service we offer, we identify our target<\/strong>, i.e. the target customer, and segment the market. This segmentation is usually done by demographic <\/strong> data (age, income, level of education, nationality, occupation, etc.), psychographic<\/strong> data (attitudes, lifestyle, personality) or behavioral<\/strong> data (type of use of a product, for example). <\/p>\n\n

Today there are many more forms of segmentation based on data we obtain from consumers’ online<\/strong> behavior<\/strong>:<\/p>\n\n

The segmentation<\/strong> becomes very precise<\/strong>, including elements such as consumers’ intentions<\/strong> (purchase intention, information search or inspiration…), their interactions<\/strong> with a brand (sharing or evaluating information on social networks for example), their perceptions<\/strong> of a brand (in relation to online comments) or their geo-positioning<\/strong> (location information given by a connected device).<\/p>\n\n

User expectations<\/h4>\n\n

In parallel, consumers have never been so demanding<\/strong> of a brand:<\/p>\n\n

The starting point (maybe we forgot at some point), is that they want to be treated as human beings<\/strong>, not as numbers or “IDs”. They are not just a wallet, a prospect to be converted into a customer. They want human-to-human<\/strong> relationships, not business-to-consumer, Business-to-Business (B2B) or Business-to-Consumer (B2C), as we usually think. <\/p>\n\n

They want to receive quality<\/strong> inputs<\/strong>, in the form of high value-added content<\/a> that uses the same language as their own. Those inputs should be based on their problems<\/strong>, their doubts<\/strong>, their passions<\/strong> or their intentions<\/strong> at any given moment. <\/p>\n\n

They want immediate<\/strong>, personalized<\/strong> and consistent<\/strong> responses to their requests, on all communication channels<\/strong>, online and offline. How many times have we explained the same story to different customer service operators? How many times have we received banner advertising for a product we have already purchased? The organization of a company does not matter: the fact that marketing is not connected to sales or customer service is not the problem of the customer, who wants the experience<\/strong> with the brand to be as seamless as possible. <\/p>\n\n

On the other hand, today’s consumer demands more from the brand than a product or service, he needs to know what are its values<\/strong>, what is its vision<\/strong>, how it takes responsibility<\/strong> for social<\/strong> or ecological<\/strong> aspects … What does the company do with the personal and behavioral data it is giving him, how is its loyalty<\/strong> rewarded?<\/p>\n\n

The brand has to empathize<\/strong> with the consumer, to feel what he feels, and to provide in real time the appropriate response to his request, in an ” ultra-personalized<\/strong>” way. This is when we talk about unitary segmentation<\/strong>, that is to say, formed by a single consumer (a utopia for marketers?). <\/p>\n\n

Automate communication<\/h4>\n\n

In order to offer this degree of customization<\/strong>, there are several stages:<\/p>\n\n