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Digitalization in Marketing: Losing the Human Touch?

Technology is advancing at a rapid rate; and the resulting convenience of connectivity is becoming the norm in all sorts of devices and day to day tasks. Smart devices keep us connected on the go, with social media sites such as Facebook and Twitter replacing conventional information channels and becoming users’ go-to sources of news and information. The technological shift of digitalization has in addition become a key aspect of business activity, and this can clearly be seen in the rise of digital marketing as a key business communication channel. However this also raises an interesting question: How does the use of digitalization in marketing affect the natural human aspect of marketing strategies?

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Digital marketing comes with a huge number of benefits as compared to traditional marketing: it costs less than traditional methods, is easier to measure in terms of reach and reaction, and there is the opportunity to reach a much wider and more diverse audience. Critics argue that digital marketing loses the human aspect associated with traditional methods of marketing, with technological advances in digital marketing leading to a lack of human contact within marketing practices.

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On the other hand, it can also be argued that using digital marketing methods actually increases the opportunity for communication and engagement between the business and their target audience. For one, digital marketing offers two way interaction through tools such as social media, without being as intrusive as traditional personal marketing methods, for example telemarketing and the use of door-to-door salesmen.

The key is to employ digital marketing strategies that use professionals in order to bring a more human aspect to this new technological phenomenon that has so many benefits, yet risks losing a human touch in marketing activities. Catchy phrases and flashy images could only do so much in capturing audience attention, but what about creating a human aspect to digital strategies that allows audience to connect better with organizational visions? There can be a disconnect between audiences and companies that use digital channels, and it comes down to the marketers to bridge this gap through the use of natural language and human connection in digital marketing.

What do you think, is digitalization of marketing activities losing warmth and personal nature of traditional marketing? Or is it making marketing activities more effective and interactive through better communication and personal engagement?

About Author

Raj Sehmi

A master's degree holder in information systems who wears many hats, with interests in digital technology, design, quality assurance, marketing communication, electronic music and food.