Internet Marketing and the Reinfusion of Humanity

Selling on the Internet has often removed a very crucial element from the buying experience – humanity. It is easy to log on, peruse an ecommerce site and escape unnoticed. That is, in fact, the appeal of most online stores. Consumers like the opportunity to look without buying or buy without the long speeches and quality assurances offered from slick haired salesmen.

That being said, the consumer still misses some kind of interaction especially when it comes to a product or service they are most interested in. They may still buy online, but they may feel that something is missing and never fully be able to explain what that missing element may be.

This brings me to social media. We gravitate toward those who share similar beliefs, similar interests or shared pasts. Every day people are finding connections with those they haven’t heard from or about in decades. Others are mobilizing for a cause or a leader in expressing their ideas and dreams.

Why not access the same technology to mobilize your customers and infuse some humanity into the buying process.

Consider some of the following ideas that may make your marketing strategy more human.

Blogs – These can allow you to provide direct input for consumers. They can read a well-defined post from you by visiting your site or using an RSS (Real Simple Syndication) reader. Your expertise adds a human face to your product.

Customer Feedback – This can allow customers to inform others about the service and value they receive from your company. Even if you have a negative comment from time to time it demonstrates the honest to goodness humanity of your business.

Forums – This allows consumers to have direct interaction with other consumers. Many will come to your forum because of genuine interest while others may come to cause trouble. Make sure you have moderators that can help keep the troublemakers to a minimum.

Ezines – This is a tool you can use to help lead your consumer base in a direction that will be mutually beneficial. This should be packed with information and resources that remains a valuable tool in human relations.

This may sound as if it is an endorsement for niche marketing. I suppose in a sense it is. You see, when it comes to an online business you can afford to fill a very specific niche. The reason this is true is there are many more potential consumers that are online as opposed to those only found in your immediate vicinity.

If you can come up with solutions and information for your niche audience you may find that your humanity and their motivation can make a more successful online business than a more general interest retail store located in a storefront on your local Main Street.

When you are viewed as a cutting edge niche marketer you may find that you gain the trust of those who have always wanted the kinship of others who share their passion for the product or service you sell.

Accept their trust in good faith and lead wisely.

Digital Transformation – Digitalization: High Tech or Human Touch?

There is a fact that is quite understood and realized among leaders in the majority of the main industries around the world and this is: How the digital technology is disrupting all the models we know so far.

Digitalization happens to be at the moment the main source of tremendous transformations in different aspects of our lives. Digitalization is the new connectivity for citizens, policy makers, societies and governments. It presents unlimited chances to the creation of more value to businesses, although if not undertaken carefully, it also represents risk.

Much has been discussed and analyzed, very specifically the economic or societal implications of the digitalization phenomenon, questions are rising and contest widening, while important questions are just appearing while the process of the digital transformation is taking place.

However, throughout all this processes, I want to point out as an urgent matter and the most important factor in all this boom: Who is the operator behind a machine? To whom are companies targeting their augmented or virtual reality gadgets? Who is behind all this digital transformation show? Is what some economists from the EU business school name: the unitary cost of production, say, the human being, say, you and me.

Some great personalities around the world from various cultures, I am talking about supermen who undertook time to scrutinize our inner and outer nature. Those great philosophers agree that the present mankind’s evolutionary state is that of the mere intellect, nothing else nothing much. Intellect has enabled us to go beyond the unexpected in the material world. It has enabled us to progress in many fields of thoughts from the materialistic point of view, say, what our senses experiment as a stimulation that comes from the outside: object and subject. However, paradoxical as it seems we are perpetuating our dependence to devices and decreases the natural abilities we have been born with, making us in many cases mentally lazy and acting like slaves of those devices. Otherwise, can anyone explain if they know how are thoughts are formed or how can we undergo profound changes in our deep personality and have an integrated life? Statistics show a very bad projection in this so far.

Exponential growth which defines most of the scenarios we are actually living can help us understand all this material phenomenon. Universal laws from a physical point of view limit our senses and way of existing. Exponential growth therefore releases unlimited possibilities in graphics, virtual realities, holographic realities or astral realities. When a computer’s speed continuously increases its rate the more fantastic or even science fiction like computers or devices comes up. Processor chips- “Computer’s main component is called the Central Processing Unit, or CPU for short. The CPU is a very small piece of silicon and is often referred to as the silicon chip or the processor chip. This tiny little piece is the brain of the computer, equivalent to the engine of a car”-double in speed every eighteen months according to Moore’s Law, the rule of thumb in the technology industry. Therefore, computers as we know, up to 2025 will tend to be more than 70 times faster than it is now in 2016. Photonics (“the branch of technology concerned with the properties and transmission of photons, for example in fibre optics”), says the more data coming out of fiber-optic cables, faster connectivity, this increase at more than double rates every nine months.

Meanwhile as an exercise analysis, changing customer expectations, cultural transformation, outdated regulation, and identifying and accessing the right skills – to name just a few. These challenges need to be addressed by industry and government leaders to unlock the substantial benefits digital offers society and industry. Machines increase efficiency, provides lots of tools to deal with ailments, health problems among others, in the other hand also decreases our intellectual coefficient not allowing to use discernment or analytical abilities, it also disintegrate our personality making us sometimes too much ego or selfie (The Internet of Me) driven making us loose vision of a holistic life view.

After placing a debate above on the real meaning of the human being behind the devices, we want to always emphasize very clearly that technology is useful. Technology is beautiful. Nothing more than that: “The word technology comes from two Greek words, transliterated techne and logos. Techne means art, skill, craft, or the way, manner, or means by which a thing is gained… So, literally, technology means words or discourse about the way things are gained.”

Bearing these premises in mind, quite many recommendations can be given out but as a set information to aid incumbent industry leaders in their efforts to achieve a proper digital transformation this can apply not only in companies but in any groups such as families, students, social organisms, etc.:

Place the human factor above everything and anything. This include a solid ground human resource philosophy in the company.

Have moments of silent, periodical moments of conscious silence (this is far different from sleeping), away from all type of technological devices. Turn them all off while you are into these systematic moments of silent. If in group, the better although is strongly advised to do it individual as individual mental peace brings forth collective peace. It all starts with each one of us! Regularity is advised, hopefully twice a day, 30 mns.

Start practicing meditation twice a day. 30 mns. in the morning, 30 mns. in the afternoon. Meditation create new neurons, increase the brain’s gray matter, widen brain connection. It makes us more intelligent. Intelligence doesn’t mean just having a high IQ. Meditation increases immune function and decreases pain. Meditation decreases inflammation from the cellular aspect. Meditation decrease stress, depression and anxiety.

Training to each one of the members on how to breath properly (a vast majority of people don’t know how to breathe even though they have noses!).

Start training on what you eat. Yes, you are what you eat. The purer the food the more intelligent is our mind. Food goes to the blood. The blood nourishes our brain and overall system.

The creation of a new digital culture consist on involving everybody, shareholders, stakeholders, etc

Start searching and identifying, developing and later on launching new, digital business models.

Setting up successful corporate venturing businesses inside the company is a must.

Every aspect of operations must be re-examined.

Leveraging data and the right digital traction metrics must be part of the new culture. This also includes investments in security.

Build a high-quotient digital workforce

The company that want to thrive into the digital enterprise must go beyond the mere implementation of new technologies just for the sake of it. What gives a digital enterprise that long cherished competitive advantage is its culture, strategy and way of operating, never forgetting that in your new digital business models, always ensure these two things: The employees as unitary costs of production and customers as the center of everything you do. All the lights should spot on them!

Naked Web Marketing – Part 1

Less means more

It’s possible to do too much and it happens with SEO where sites get penalized by search engines for stuffing keywords. It happens with web design where the graphics compete too much by complicating the navigation and minimizing the marketing content. It happens in web marketing when the sales hype or the boastful language gets too repetitive and turns customers away.

The thing to remember about bragging is that when you really are that good other people do the bragging for you.

Is naked web marketing a frightening thought?

Marketing without pretense should be a welcome idea. You cannot get close to your market when you are not yourself. When you look and sound like something you are not how can your web market relate? And why is it so important to relate to your web market?

If you can’t relate to the person you are talking to then how can you create a customer relationship? But even before we build relationships we have to understand how different the web is from all other marketing mediums.

The web is not like anything we have known before, so we can toss out the idea that we can market like newspapers. We can toss out the idea that our web site can market like television with a bit of video. Nor is our web confined to marketing like print advertising. All of the above are too limiting.

There is no time or space on the web

The reality is that the web swallowed all those marketing mediums and then altered how they would be used on the web. It was not the web that adapted to earlier media, but rather the other way around.

In a medium that has eliminated time and distance the rules for marketing are going to change. The only limitations about time or distance for the web is that of hardware issues and the speed of light. For all intent when a web site gets published it is available to all people everywhere in the world – at once.

And then consider the volume of space that any web site can make use of. For small business web sites we can say the space is limitless because the hosted space is megabytes more than we need.

Our small business web site can pack enormous amounts of info and be accessible everywhere at once. We can work toward turning the accessibility into more visibility as we shuck off those pretentious robes and get real.

We can’t run out of time

Suppose your web site just went live today. In a year it will still be there. In 4 years it will still be there. Just keep paying your hosting fee and the site will always be there.

Newspapers come and go, TV channels come and go, Best sellers come and go, but your web is isn’t going anywhere. This is important to know.

Your web site is not going anywhere because it is actually a destination – not a vehicle. We are conditioned to think that our business web site is going somewhere, like up the ranks with search engines or maybe Oprah will feature our site and it will really get going.

The truth is that our web site is stationary and the only thing that moves is our market if, and when, we attract them.

The web has a huge marketing potential

So why is our business web site not reaching anywhere near its potential? The main reason, in my mind, is because we are not letting our web sites live up to the web’s potential. Our marketing is too limiting as it is based on old offline marketing concepts. The world has changed and we are still using 20th century marketing concepts.

The 20th century marketing methods were always based on our business, our products, our location and our services. This focus is no longer appropriate for web marketing.

Small business web sites will need to look away from their own self interests and use their web site to cater to the needs of their market. No business web sites are doing this, other than just paying lip service. Do you see your market as the boss and do you take the time to know them and to give them what they want?

Imagine your market as millions of tiny kings and queens which require your attention, and your web site as the servant giving them that attention. How would you like to serve a million kings and queens and take their gold?

What does the web do better than any other marketing medium?

I keep asking this question because the answer is going to put wind beneath your wings. The answer is simple and in hindsight it stands out as a no-brainer, and yet it seemed like a revelation at the time.

Do you want to try and answer that question on your own?

Naked web marketing (part 2) will start off answering this question and tie it into other naked marketing methods. The goal is to see how a shift in awareness can be an experience where you have both a change of mind – and a change of heart.

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