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.
In a massive shift in the broadcasting landscape, Amazon Prime has secured the Australian rights to the next cricket World Cup alongside a range of other tournaments run by the International Cricket Council (ICC) until 2027. The deal means that Australian Cricket fans can only access the tournaments if they have a paid subscription to […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]
B&T unaware of the vitriol & acrimony between the online mattress companies. We were aware of it between News & the ABC.
oOh!media continues to rapidly expand its large format digital network, launching seven new sites at premium locations across major arterials in Sydney, Melbourne and Brisbane. The latest large format digitals include another premium site in the exclusive Sydney suburb of Mosman. Positioned at the gateway of the lower north shore on Military Road, the high-impact […]
The Seven Network revealed the results of the second round of its flagship innovation initiative – Ignite – which saw seven employee-led generative AI concepts selected for prototype development. An inspiring three-week event, Ignite brings together internal cross-functional teams of engineers, data scientists, product managers and staff from across the business to collaborate and develop […]
Australian tech consultancy Engaging.io has scored a major business win with the appointment by a leading Texas-based US National Basketball Association (NBA) team to revolutionise its marketing and communication strategies. The powerhouse NBA franchise turned to Sydney-headquartered Engaging to spearhead a major HubSpot implementation, driving greater efficiencies, personalisation and a more seamless experience for fans. […]
Dentsu Queensland has formed a strategic partnership with DeadlyScience, an organisation that provides science, technology, engineering and maths (STEM) resources to Aboriginal & Torres Strait Islander students across Australia. The partnership is in collaboration with UnLtd, which helps connect the media and marketing industries with charities helping children and young people at risk. This is […]
Victoria-based Venetian Media Group (VMG) has acquired web and digital strategy shop Digital Native. Lead image L-R: VMG CEO, Michael Fishwick; Digital Native big chief, Matt Gardan. Digital Native specialises in digital strategy, branding, UX and web design it has deep experience in renewables, emerging technology and not-for-profit. Its web design process and collaborative approach […]
One of Australia’s biggest off-street car and motorbike festivals, Rare Spares Rockynats, is returning to Rockhampton for Easter 2024 and has kicked off its promotional calendar with a high-octane media campaign. The two-phase campaign, via award-winning marketing agency Murmur-Group, will launch across large format out-of-home and retail placements and will be supported by local radio, […]