Uber. Amazon. Salesforce. Tinder. Apple. Kickstarter. From dating to start ups, what have all these tech brands in common?

The answer: they get the balance between tech innovation and customer experience just right. Their customer engagement focuses on the brand benefits not the jargon.

Decades ago – eons in marketing years – Peter Drucker, the father of business consulting famously said:

“We are becoming aware that the major questions regarding technology are not technical but human questions.”

Well, in 2016, with digital transformation taking its hold over every area of business, the need for marketing to embrace a people to people approach is as important as innovation in the race to win market share.

To truly become a digital business, brands will need to prioritise the human before the machine and learn how to use tech and big data to enhance customer experience and customer engagement.

1. Agile wins the game

Whether you’re a start–up in a garage or a large inflexible multi–national in the city, your brand needs to change its business model and ideate! In 2016, choose beta–tests and failures over processes.

2. Crack the code of customer experience

Start with your customers. Who are they? What do they want? Use analytics and test runs to figure out how your customers navigate your different channels. How could their shopping experience be improved?

3. Give people space

Don’t bombard your customers with a shoot of untargeted email campaigns just because you can. You need to personalise the experience and deliver something your clients actually want. Every point of contact needs to be mutually beneficial.

4. Use emotive language

How will your product improve your customer’s experience? What solutions can you offer? It’s time to give up boring corporate and technical talk and become an enabler.

Of course, here at Tweak, we care about Emotionally Intelligent Marketing. And we can help you tread the minefield of digital humanism.

Whether you’re looking for on–going marketing assistance, a complete rebranding or help with a particular project, we will work around you.

Give us a call on +44 (0)1372 602615.