Bridging the Gap: The Convergence of AI and Human Empathy in Modern Marketing Human-to-Human (H2H) Marketing is evolving using Artificial Intelligence
Waldemar Pfoertsch
Professor of Marketing Management and Strategic & Digital Marketing@ CIIM Business School , DBA Program Director - University of Limassol, Author, Co-author with Philip Kotler & Keynote Speaker
Waldemar Pfoertsch & CoPilot
H2H Marketing, also known as Human-to-Human Marketing, is a conceptual framework that prioritizes genuine and person-centered interactions within the field of marketing. Now, let's examine the fundamental elements of H2H Marketing and investigate its practical use in the context of businesses:
1. Speak in a Genuine Manner: Instead of employing corporate jargon or mechanical language, engage with your audience in a relatable and conversational style. Exhibit authenticity, clarity, and accessibility [1]. 2. Humanize Your Bots: If you employ chatbots or automated systems, make sure they replicate human interactions. Customize replies, demonstrate understanding, and refrain from seeming robotic [2]. 3. Embrace your deficiencies and practice "hyper transparency": Publicly acknowledge any errors or shortcomings. Transparency fosters confidence. When clients observe your readiness to acknowledge flaws, it cultivates a more profound bond [3]. 4. Utilize narratives to enhance memorability: Storytelling is an influential instrument. Provide accounts or stories about your brand, products, or customers. Narratives elicit emotions and establish enduring imprints. 5. Utilize User-Generated Content (UGC): Motivate customers to contribute their experiences, reviews, and content pertaining to your company. UGC enhances credibility and fosters a sense of community around your products or services [4].
The H2H Marketing Model incorporates principles such as Design Thinking, Service-Dominant Logic, and Digitalization [5]. These strategic directions assist firms in embracing a mindset that prioritizes human needs, effectively managing trust and brand, and implementing marketing processes in a flexible and iterative manner. By adopting H2H Marketing, firms may develop significant value propositions for all parties involved [6]. It is important to keep in mind that marketing is constantly changing, and having a deep understanding of the human aspect is essential. Let's go from transactional methods to authentic connections!
The use of artificial intelligence (AI) into human-to-human (H2H) marketing undoubtedly offers numerous advantages, but it also poses certain difficulties:
1. Data Privacy and Ethics: AI systems frequently necessitate substantial quantities of data, which might give rise to apprehensions regarding privacy and the ethical utilization thereof. Managing client data in a responsible and regulatory-compliant manner poses a considerable problem [6]. 2. Implementation Costs: The upfront expenses associated with the implementation of AI technologies can be substantial. This includes the expenses associated with the technology itself, along with the necessary training and development needed to seamlessly incorporate it into current systems [7]. 3. Quality Assurance: AI systems must uphold a stringent standard of precision and dependability. It is of utmost importance to guarantee the excellence of AI outputs and their pertinence to human interactions [8]. 4. Complexity and Learning Curve: AI systems can possess intricacy, and personnel may encounter a challenging learning process. Providing training to staff members on how to successfully utilize AI tools can consume a significant amount of time and resources [8]. One potential issue is relying too heavily on statistics, which can result in neglecting the important qualitative qualities of human interactions that are crucial in H2H marketing [8]. 6. Absence of Creativity: Although AI has the ability to evaluate data and enhance procedures, it may not possess the capacity to imitate the imaginative element of marketing that connects with people on an emotional level [9].
These problems emphasize the necessity of adopting a well-rounded strategy that capitalizes on the advantages of AI while preserving the essential human element that is crucial to human-to-human marketing. The objective is to achieve optimal harmony between technology and human insight in order to develop marketing tactics that are simultaneously impactful and sympathetic.
The integration of AI into H2H (Human-to-Human) Marketing is poised to bring about significant transformation, characterized by the emergence of many prominent trends:
1. AI-Powered Personalization: AI will provide highly customized client experiences by evaluating extensive data to comprehend consumer behavior and preferences. By using this, it will enable accurate categorization of customers, advanced analysis to predict future trends, and the ability to optimize content in real-time [10]. 2. Real-Time data and Decision-Making: Marketers will possess the capability to acquire real-time data regarding client interactions and preferences, enabling prompt and strategic decision-making [11]. 3. Content Creation and Curation: Generative AI will enhance, expedite, and generate novel content, revolutionizing the functioning of marketing. According to projections, by 2025, around 30% of outbound marketing messages from major firms will be artificially generated [12]. 4. The rise of AI will lead to a greater emphasis on ethical considerations and the establishment of brand trust. Marketers must adeptly manage the intricacies of utilizing AI in a responsible manner. 5. The Changing Role of Marketers: Marketers will increasingly be responsible for overseeing AI systems and analyzing the data they generate. Marketers must strike a balance between the capabilities of artificial intelligence and the unique human touch in order to develop strategies that are both effective and compassionate [13].
These trends indicate that incorporating artificial intelligence into human-to-human marketing will result in marketing efforts that are more streamlined, impactful, and tailored to individual preferences. Nevertheless, marketers will need to adjust to emerging technologies, comprehend the ethical ramifications of AI, and uphold the essential human element that underlies H2H marketing.
Source: 5/27/2024
Business Owner at Import and Exports (Trading)
7moThanks for sharing
Chief Mentor - "B" (formerly The Enablers)
7moA very interesting topic Waldemar Pfoertsch 🙂
Chair -CXPA Asia (Customer Experience Professional Association). Secretary- Infection Control Academy of India. Human Factor (H2H) Marketing, Learning Experience Design, Customer/Patient Experience, Digital Marketing.
7moWhen the machine started behaving and creating like a human, all human-like content is suspected for machine generated. AIs are progressively being made to generate human-like content, marketing copy to blogpost and articles. On the other hand, AI assistants are helping marketing professionals to understand customers, persona, customer journey and responding empathetic with humanly impossible speed and scale of personalisation. It's an inflexion point for marketers. Finger 🤞 crossed.