It Doesn’t Matter What Business You Are In, You Are Always Talking To Humans
In this guest post, Hotwire creative director Jen dobbie (main photo), says in this rush to digitise and AI the marketing process, let’s remember customers are still talking to humans along the way…
Back in the day, marketers sat firmly in two camps: B2B and B2C, and never the two shall meet. Then, as we recognised the delineation between them was so thin as to be almost non-existent, we moved to DTC and currently, the Adobe-coined BTE (business-to-everyone).
This latest incarnation, B2E, is surely the most accurate. It acknowledges that, despite the different settings in which the decisions are made, and types of decisions being made, they are always being made by human beings. That it is gaining increased momentum now, given the last 18 months acceleration of the innate desire for human connection, should come as no surprise.
Head, heart, hip pocket
Anyone who’s worked with me knows, I’m both creative and pragmatist. A story told with the purpose of forging connections for a brand must appeal to the heads, hearts and hip pockets of the reader in equal measure. Focus on one without the others can only ever deliver short term success. In a drive to deliver data driven storytelling (lead by the head), focussed on delivering immediate results to the bottom line (the hip pocket), in many ways we have left behind the most fundamental component of sustainable brand success – the human benefit – the heart of the matter.
Any brand, tech or otherwise, has to have a human- benefit at the core of everything it does, from innovation, to product, to communications, to build long term relationships across the board – from driving repeat purchase behaviour in consumers; to achieving thought leadership in industry conversations.
The benefits of human-led campaigns are clear. Deloitte reports 95 per cent of our purchasing decisions are driven by subconscious urges, the biggest of which is emotion.
Harvard Business Review found by implementing an emotional-connection-based strategy across the entire customer experience, a retailer increased its percentage of emotionally connected customers from 21 per cent to 26 per cent, reduced its customer attrition rate from 37 per cent to 33 per cent, and increased customer advocacy from 24 per cent to 30 per cent, resulting in a 50 per cent increase in the rate of same-store-sales growth.
Which is where B2E makes a welcome return. B2E is not new, having been coined in 2019, but it has become increasingly relevant, as it recognises that all decisions are being made by humans, personally or professionally, so we must deliver storytelling that is as compelling in personal or professional settings.
Fact is, human beings are hardwired to respond to storytelling. Before language, stories passed down through generations were how people learned who they were and where they fit.
In short, stories work. In the same vein, human led storytelling also recognises that what has once worked, or what has worked for some people, doesn’t mean it will work again, or for all people.
Therefore, the human benefit of a brand needs to be clear from inception, all the way through to marketing and messaging, and needs to be revisited often.
We call this human led storytelling, and it’s at the centre of everything we do.
Language is key
While branding may invoke images of logos and design – and this visual language is vital – it’s the brand tone of voice, the interplay of the visual and verbal languages, that is essential in building cohesive storytelling down the track. And yet, often the verbal is often underbaked – or entirely excluded.
The verbal language is the emotional red thread which always leads back to the human benefit. Every communication, whether internal and external, must always have the human led truth at its core. This is the basis of human led storytelling.
Whilst certainly not a new approach to anyone in the storytelling business; it’s a simple, powerful mantra that often gets lost in the increasingly complex layers of today’s messaging. Start with a simple human truth, and connect to that truth at every point using language. If we have done our job well, then this human-led storytelling permeates every message, and becomes synonymous with the brand.
Human led storytelling – a how to
- Your customers, no matter what the setting, are human beings, first and foremost. How is your brand helping them? How do you care for them? What is the journey they take through your communications? Everything you do stems from answering this one question, and often the best way to answer it is to ask your customers directly. According to this statistic, 68 per cent of customers walk away from a product or service because of “perceived indifference”.
- Everyone is different. A one size fits all approach won’t work. Make your communications curated and personalised wherever possible. Who is your audience? Are you representing them in all your communications?
- Be careful about the language you use – it needs to be authentic to build trust and therefore human connection. It must have the human benefit at its core, and it must permeate everything. Finally, it must be backed up by your actions, or it won’t resonate.
- Be respectful. Human beings are not walking hip pockets. We don’t want to be annoyed, stalked or treated transactionally. Humans ultimately want to be understood and assisted in making our complicated lives a little easier.
- Data is important – but it doesn’t stand alone. Data ultimately needs to be collected and used with the human benefit at its core. Data used after losing sight of this makes things worse.
- Sales is not the only focus. If your focus is to drive sales, but forgetting the human benefit, you won’t succeed. Focus instead on human connection and establishing trust – the sales will flow from there.
We’re Hotwire Australia. A bunch of bright sparks, bound by an irrepressible spirit of mateship. Each business brand we drive is testament to the tech fanaticism that makes us irreplaceable. We hunt for human truths at the heart of tech complexity, and craft them into irregular tales of tech that leave investors, prospects and talent irretrievably drawn to act. From Scaleups to Stalwarts, we make the technical, irresistible. Find out more.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.