With technology moving so rapidly, it’s necessary to find a way to still keep it human. It’s true that with AI everything is much faster. You can write an email in a matter of seconds. Or generate an ad in just a few clicks. Advertising is also more effective as AI can predict human behavior in many ways. But with AI overpowering everything, how can we still ensure that the human voice is heard as well?
Many tech startups and companies are afraid of losing a human element. Consumers want something they can relate to. They value empathy and real-life experiences. And that’s something AI can’t give us yet(and hopefully it never will).
But tech startups have a really difficult mission. They want to implement AI and make the best of it but still connect with their audience. They need to strike just the right balance. And today we’ll find out how they can do that.
Keeping a human connection
Consumers want a real connection. They want to engage in a real conversation. Or experience a real emotion. When, as a customer, you feel overwhelmed by all the generated stories that you’re surrounded with, you start feeling the need to see something real.
Even if we consume content so quickly, we still want it to be meaningful. There needs to be some kind of human touch to everything we engage with.
In fact, more than 82% of US residents emphasize that they value human interactions over anything else.
But how can tech startups and companies make that happen? Well, there are several ways and it might be easier than most think. It’s all about satisfying the basic human needs.
Balancing data with empathy
AI does so much for tech startups. With it, tech startups can get insight into customer behaviour and a whole bunch of other data. But, even with such powerful data, you need emotional intelligence. And that’s not something AI can easily replicate.
That’s why tech startups are mixing analytics and emotion. They are using data as a guide not as a replacement for human understanding. That’s the only way it can work.
Don’t let algorithms dictate how you work. You can use the data to actually learn more about your customers. You can learn what they like and what frustrates them. You can learn so much and gain such valuable insight.
And then? Then produce content and ads that resonate with them.
Creative branding that feels human
Next up, we need a tangible experience. Apart from having all of your efforts online, it doesn’t hurt to also think of some brand marketing strategies that your customers can experience in real life.
Leaflets might sound old-fashioned but they still do the trick. But they need to be eye-catching. And they need to tell a story.
For instance, you can also use custom playing cards as an innovative way to promote company culture. You can create such decks of cards that tell your brand story. You can use these as a memorable gift to business partners or even use them at networking events.
You could use your brand colors to send the right message. Whenever someone sees the card, they’ll know where they got it.
It’s important that people have something they can share or save as a keepsake. It brings a certain level of normalcy in a digital age.
Building communities instead of audiences
Startups and companies often talk about their audiences. They are the ones that receive the relevant message. But today tech startups are trying to change the terminology. They want to build communities. A community makes everyone feel involved. It also gives your customers a place where they can connect and share.
You can always turn to platforms like Slack or Discord to create those experiences. There are many options that allow you to create subchannels and micro communities.
You can hold Q&A sessions and even go live to answer customers’ inquiries.
This is a great way to stay connected and not to be a nameless person behind a product.
Transparency and authentic leadership
Finally, another key way to humanize marketing as a tech startup is through transparent leadership. This is what’s missing in most leadership communication. It’s often vague and difficult to understand.
People want to know who is behind the product and as a tech startup founder, you should take up a visible role in marketing. Appearing in social media posts or video campaigns is a good place to start. Once you open up your virtual doors, customers will feel a connection. They won’t feel like they’re watching from the outside. Instead, they’ll feel included.
Transparency also extends to product development. Make sure to share real-time updates and keep your customers up-to-date. Even the tiniest bit of detail, don’t be hesitant to share it. You won’t believe how many people value this kind of approach.
The future of tech startups and humanized marketing
After all that’s been said, we can easily conclude that emotions still remain important, even in an AI era. Data is still relevant but the way tech startups use it is different now.
Instead of just using it for profit, they are starting to think of it as a way to connect with their customers on a personal level. Tech startup founders are no longer hiding behind the brand. They communicate openly with their communities and send marketing messages that matter.
AI is important but so is empathy. The need for a real connection has never been higher. Once you realize that, it’s important to continue to come up with marketing strategies that resonate with audiences.
