How to humanize brands in the digital age? Alternatives to this nightmare for CMOs

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Today, most users do not feel comfortable interacting with robotic companies, characterized by bureaucracy and, in general, cold, distant and impersonal service.

Instead, they prefer brands that are close, friendly and transparent, that really care about their needs, problems, concerns and goals.

According to a Forrester study , in 2020, 25% of companies could lose more than 1% of their annual revenue by not responding satisfactorily to the problems and social events that their customers identify with.

Given this scenario, it is extremely important to understand in detail the importance of humanizing brands and the aspects that must be taken into account to achieve this, among other things.

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Why do users prefer humanized brands?
The positioning of brand humanization as the key to success has emerged, in large part, thanks to the Internet.

The web world has represented great opportunities for brands, while at the same time empowering consumers .

Now, users have a much more active role in singapore mobile database marketing processes and with simple searches they can discover multiple options and alternatives to satisfy their needs or solve various problems.

This has meant that traditional aspects such as price and quality are no longer the main protagonists, but rather the commitment of brands and their concern for users, as well as their authority on issues relevant to society and associated with their market segments.

Taking this into account, we can say that in general terms people prefer human brands because they perceive that these can help them meet their objectives through continuous support and personalized accompaniment.

In itself, they value them as allies for daily life and not as mere commercial alternatives or products and services that they can do without at any time.

In addition, there are certain peculiarities and characteristics of humanized brands that make users engage with them.