A new dot in marketing

In the previous century, marketing strategists have developed and categorized several branches based on their applications. The terms like B2B, B2C, P2P etc have helped us understand the DNA of business. Sweta Kumar explains to Adly Creative a new and arguably better class of marketing strategy. As we are living in the digital age, where our lives are enthralled everyday with big – data, AI, VR, innovation, advanced and continuous process improvement for modernization, each moment we observe change, which becomes the only constant thing surrounding us. For every activity of a newly developed product, we always try to become customer centric to fulfil the complete need for that particular product. Even while marketing has also gone digital for maximizing the output, there, we are slowly working on revival through individual – centric – thinking, which is a gradual shift towards outfitting to each individual with intensive care, empathy, emotions which mean a human touch to scale the product and growth of the business. So, now, we need to understand why there is a shift? What is the need, where is the gap? Many organisations spend huge to capture the market and try to engage with customers, but what they are missing is to get the answer or feedback from what the customer actually feels after they intermingle with that product or service. As we can never avoid this essential part of that feeling of liking, disliking, mixed feelings, how much trust they build in the product to repurchase or not willing to purchase. In order to truly penetrate the market in today’s world, we must first understand the actual human’s thoughts, feelings, and interactions with the world. Business to Human (B2H) is becoming a form of marketing gradually that aims the Human behind the scene and emphases on what exactly an individual needs and building trust at individual length than marketing just to specific segments of customers. However, I think this is the time to re-think, re-organize ourselves on where to start. Sharing few thoughts here below – Re-think & re-consider the traditional ways for both B2B / B2C products / services – Most of the brands surely act expressively or sometimes differently, but, how much it is accessible to human, to an individual! With an evolving customer base that needs an attention, thoughtful personalization and the continuous rising of forward- thinking competitors, being boring or un-inspired doesn’t work anymore. It is the high time to understand that faces of B2B & B2C both buyers are getting younger and expectations are also different accordingly in both segments. Owners of the Brands and Products must be willing to take risks with creative decision making so that brands and products vibrates before the buyers now and for the Generation Z buyers too. The situation is becoming different day by day; buyers are having the tendency to run research before purchasing any product. Hence, today education trumps the promotion of brands. Here, unless you are able to touch the human properly, you won’t be the winner in the market. Preparing content for humans is necessary today. It is time to start telling creative, powerful stories with amiable and expressive videos, quiz formats, and eye-catching designs in order to draw attention to brands and capture the attention of target audiences. To sum up, we need to start working on a human touch strategy, i.e., B2H or H2H, as it doesn’t replace the concept of B2B or B2C, but instead enhances the entire flavour. It takes them above. We need to focus on establishing an individual relationship to grow instead of making a standard business-client relationship that adds complexity and depth that isn’t strictly assessable. A food process may call for a lemon, but it can’t tell you how much it is required to add the sour and flavour to make it perfect or how much sweetener needs to be added to it to avoid the sour taste. That comes with experience and personal taste. Actually, nothing is more healing than a Human Touch. Sweta Kumar | Routevisor Bay2Bay Services Pvt. Ltd., +91 – 9330550655, www.rbay2bay.com