Making a good “first impression” is crucial to starting a new relationship positively. Within a fraction of a second, our brains decide how to respond to that first communication from someone we don’t know. So brands need to get customer communications right first time. If a consumer associates a brand with a negative interaction, it’ll be a challenge to change their mind.
Modern consumers want to feel recognised. They want to feel that a brand knows them, their interests and their needs and communicates with them accordingly as individuals. And it’s easy enough to access that information. Whenever someone interacts with a brand online, they leave behind a trail of personal data which helps us to understand how they operate.
As Colin Strong, Head of Behavioural Science at Ipsos, explored at Canon’s Future Promotion Forum in 2020, we’re all aware that the world is becoming more “datafied”, so it’s not the lack of data available that’s acting as a roadblock. However, brands can often struggle to understand how to best interpret data. So in a world where technology and data are seemingly the driving force behind marketing campaigns, how can brands make sure they get consumers’ attention and connect with them as individuals, not just as sales leads? The answer lies in making data-driven marketing more human.