It often seems like Digital marketing is all about tools and platforms—Facebook ads, SEO, email campaigns, etc. However, the truth is, at its core, digital marketing is more about the people brands are seeking connections with, and these are the people who will be found on the platforms used for digital marketing.
Think about the last time a brand caught your attention and even led you to take action. Their targeting may have been spot-on, and the landing page was flawless. But it took more than that. Chances are, something in their message resonated with you—maybe it made you laugh, sparked a thought, or even touched your heart. That’s the human side of digital marketing.
We once worked on a campaign where we spent weeks perfecting the technical details—running A/B tests, optimizing keywords, setting up funnels—and yet, our results were just average. It wasn’t until we shifted our focus to a simple, human story that we saw a real change. We shared a story about a customer who had an emotional experience with our product, and the engagement skyrocketed. It wasn’t the technical stuff that made the difference—it was the connection we made with our audience.
How to Make Your Digital Marketing People-Focused
- Understand Audience Personas Deeply
To sell pasta to an Italian, you must first think like one—which means you’d never break the pasta in your spaghetti ad. Doing this helps you develop audience personas beyond demographic data, including values, lifestyle, and cultural nuances that influence purchase or product use. This human-centric approach enables you to create content and strategies that align with your audience’s challenges and preferences.
- Prioritize Storytelling Over Selling
Stories help you connect with your audience’s emotions because they reflect human experiences. This is the easiest way to create memorable brand connections as it shows how your product or service fits into their lives, making the experience about them rather than selling to them outrightly.
- Focus on Engagement, Not Just Impressions
Metrics like comments, shares, and time spent are indicators of meaningful engagement. Encourage conversations and gather feedback through polls, Q&As, and open comments, allowing your audience to feel heard and valued.
- Adapt to Connect:
Avoid a one-size-fits-all approach to digital marketing. Your message and style should be adaptable across platforms to resonate with the unique audience on each platform. This adaptability helps your brand build stronger, more authentic connections with your audience.
- Humanize Your Brand Voice
A warm, conversational tone that speaks to emotions and addresses pain points can be all it takes to win the heart of your audience. It makes them feel as though they are engaging with a person rather than a corporate entity. For example, personalization by using first names and relevant data to show a direct relationship.
- Use Data Responsibly and Transparently
Data insights should serve to understand and enhance customer experience rather than invade privacy. When your audience knows that data is used to serve them better, not simply target them, they feel respected and valued.
- Support User-Generated Content and Communities
Encouraging customers to share their experiences and stories creates a sense of community and belonging. People feel more connected when they see relatable content from real users, making them the centre rather than a passive audience.
Platforms are tools, but people are the real heartbeat of digital marketing. Understand them, listen to them, and speak to their emotions. That’s what makes a difference.
