Creating a Human-Centered Digital Brand and a Personalized Cross-Channel Ad Strategy

February 19, 2021
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Being a part of our modern society, especially if you are a business owner or plan to create your brand now, you have to go digital to stay afloat. There are just no two ways about it. But you have to remember one essential thing – do not lose the human touch. Create something you love. People can tell when you do, believe us.

We have to strive towards creating human-centered brands with a relatable mission. By putting a story and passion at the heart of your brand and content, you create something people can get behind and push forward. Plus, the established connection makes marketing the idea relatively easy. Today, we’ll talk about humanizing your digital company and creating evergreen and successful content strategies around it.

Creating your product

We live in a time, where starting your own business has never been easier, on the flip side, the competition is way stronger. As we mentioned in the introduction, the most important thing is creating something you love. There is no greater force that can push you through the hard times of trying to develop and keep your business flourishing.

Communicating something you strongly believe in, and building a community around it will come naturally. Selling your product or service would be the next step, and creating a buying persona is the first thing you should do.

Your digital avatar

We know it sounds crazy but, in one interview for First We Feast, Ashton Kutcher told the host that he has an app in his pocket, and if he holds up his phone to someone’s face, it can show who you are, what internet accounts you have and much more. Yup, crazy. There is no escaping the digital grid.

Thankfully, we do not have to go to that extent to create the avatar I’m talking about. Let’s concentrate on the customer avatar, also known as buying persona. Call it whatever you like, but if you wonder why it is so important, let us ask you this. Who are you selling to? That’s right, actual people.

Creating the Buying Persona

We really like how Sam Kusinitz defines it for HubSpot. He describes a buying persona as a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.

The process of creating a buying persona nowadays is much easier than our marketing gurus had to go through. We have access to data they did not. We can utilize tools and platforms that weren’t built. You should always concentrate on to whom you’re selling. The nice guys that we are, we’ll give you a template you can follow to create your ideal customer.

If you manage to fill out at least 90% of that template, then you have a pretty good grasp of your ideal customer my friend.

Your digital content strategy

We can’t give you a template here, but if you follow the first two steps of creating a human-centered brand, and sculpt your buying persona, you’ll be on the right track to creating an evergreen, personalized, and human-centered strategy.

First thing first, a digital content strategy portrays the management and execution of any digital media that you create, own, and publish. It can be written, video, graphic design, downloadable content, SMS, podcasts — you get what we’re talking about.

After the creation of your buying persona, and establishing who is your targeted audience, you should focus on several really important topics:

  • What makes your brand unique?

Proving your brand’s uniqueness is the best way to stand out from the pack. Some call it a unique selling proposition (USP), others the reason to believe (RTB). However you look at it, it’s a must. Let’s face it, there is a great chance a similar product or service is provided by a competitor, and people need to be presented with the information on why exactly they should choose you.

  • Where is your audience located within the digital world?

This one should come as a no-brainer, but understanding what channels your audience likes and uses is obviously the best way to establish positive communication with them.

  • What types of content they engage with the most?

Creating content that is proven to be preferred by your audience and published on the channels they hang out at, is a recipe for increased engagement.

Creating personalized cross-channel campaigns

Let us just make our case on why you should use cross-channel ads. By utilizing gathered information about your customers (previously created buying persona) you’ll be meeting your customers where they’re at and in a format, they’re not likely to neglect. This step is a continuous one which means you always have to take it into consideration when planning a campaign.

2021 will be the year of personalized ads. Personalization is awesome, and one of the fewest ways to differentiate your brand from a rival one. When the product is similar or in some cases the same one, the only thing that can give you an advantage is your communication.

What is cross-channel marketing?

According to Stephanie Maziol, senior product marketing manager at Adobe, cross-channel marketing is about building meaningful experiences and using fine-grain personalization to deliver the right message, at the right time, across the right channel, and to the right individual. It’s also important to stress the concept of delivering messages at the right time, which may not necessarily equate to real-time.

How does it look like?

We’ll give you one example of cross-channel personalized ads. For this one to be applicable, you have to have an app and your customer’s email.

Let’s say you run a pizza place. Mmmm piiizaaaa… Ok, focus.

So, a customer of yours has ordered a large pepperoni from your app. Great! Here’s what you can do with that:

  • First step – On a Tuesday, 2-weeks after their initial order, send your customer an email with an offer of a 10% discount on every pizza.
  • Second step – Two days after the first email, send your customer a notification with a 10% discount on pepperonis.
  • Third step – If the customer opens the notification, but does not order and leaves his phone, you can send another notification, right away, saying that you’re excited to start making a pizza of their choosing and that they will get an additional free delivery if they order now.
  • The fourth step – roll up your sleeves and start making the pizzas.

What did we learn?

Of course, this is a very simple representation of cross-channel advertising, but it works. Large companies like food panda use similar strategies like this one. Just make sure that you’re basing your decisions on data gathered from various sources, not instinct.

By the way, if you wonder how to automate emails and send notifications to your customers, here’s another tip for our fellow digital ninjas, check out ActiveCampaign.

TIP: Always track, measure, and learn from your results, do not underestimate the call to action, and consider implementing some “share triggers” techniques.

Conclusion

Creating evergreen content should be easy when you’re communicating something that comes from the heart and using the tools we have at our disposal. Building a human-centered business has always been the right way to go, and pairing it with personalized ads means paving the way for your digital brand for future success. Make your human imprint in this rowdy digital world.

About the author

Nick Vasilikaris is an experienced Digital Content Creator, Marketing Strategist, and Advertising Specialist. He is the CEO and founder of Digital Time Savers. DTS is a full-service marketing agency, where they strive to save their client’s digital time and infuse their services with Empathy and High-EQ.