Mar 1, 2016 • 8 minute read

The Art of Conversation.
Creating Human-to-Human Online Experiences Is Key To Brand Success.

Whether the goal of your web presence is to raise brand awareness, support your customers or sell oodles of shoes, the rules of engagement have changed drastically over the last five years.  Digital has turned the traditional world of ‘marketing’ on its head.  It is no longer about marketing business-to-business (B2B) or business-to-consumer (B2C).  All promotion should now be considered H2H or human-to-human.

Brands cannot continue to broadcast one-way messages hoping consumers will engage with them. Today’s strategy must include a well thought-out approach to human-customer engagement. Yes, *gasp*, an actual two-way conversation.

It’s All About the Consumer

How consumers effectively (or ineffectively) interact with your brand online has a much bigger impact on your brand perception than it used to. And, it also impacts your business operations, customer service and human resources.

In fact, 88% of online consumers are less likely to return to a site after a bad experience.

UX or ‘user experience’ has become one of the most essential best practices for brands today.  A marketing director or brand manager must understand how their customers want to interact with them in order to build effective tools for communication. It is more about the human connection and less about a systematic site map or a rigid social media plan. Again, messaging needs to be interactive, not broadcast.

Consumers are also much more demanding about how they connect with brands through their mobile devices and social media.  Every web presence needs to be built with a responsive mobile design in mind, and offer the consumer numerous ways to interact with the brand outside of the site:  

In fact, 85% of adults think a company’s mobile website should be good or better than their desktop website.

Brands should know where their customers are spending their time and be prepared to communicate on Instagram, Facebook, Twitter, Yelp, blogs or many other review or social channels.

According to Adweek, 71% of internet users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook.

Our connected society is bringing humanity back to the forefront of business. Brands need new ways to make human connection with their customers, now more than ever.