Each year, SXSW overflows with innovative technologies. And when you get to play with a robotic dog that does tricks and has mannerisms that mirror a live dog, it’s easy to see how Artificial Intelligence is changing the way the world works. But while the robotic dog was fun to interact with, there is no way I’d ever replace my energetic, sometimes neurotic, Australian shepherd.
The same thing can be said for marketing campaigns. Technological advances and the growth of the digital world have made it easier for brands to reach a significantly larger audience than ever before. However, brands should look at technology as a way to boost their marketing efforts without completely removing the human element.
This is especially true for social media marketing. Social media platforms got their start as a way to connect with friends and family members, and, while branded marketing has grown rapidly on sites like Facebook, Twitter and Instagram over the past decade or so, brands that incorporate a human touch are seeing much more interaction and engagement than those who aren’t.
Need an example? Hop on over to Wendy’s Twitter page for a bucket full of sass and genius, or take a look at how Wag! is incorporating personalized content from its furry, four-legged clients. Wendy’s does a great job of integrating responses in its Twitter feed that reflect how someone might respond to criticism or disrespect. Wag!, on the other hand, uses its own clients to cultivate marketing elements that are the very foundation on which the company operates. Customers use the Wag! app to schedule dog walkers while they’re busy at work. While doing so, the walker creates videos and walk graphics of the route and then sends them through the app to the owner as a progress report. The brand also reuses this content in its social media marketing.
While these are extreme examples of how brands can incorporate a human element to their marketing campaign, companies should ultimately do what makes the most sense for them and their audience. I’ve…
