IT has to understand that digital marketing is getting emotional

  • Posted on July 9, 2015

emotional marketingBringing together ‘digital’ and ‘marketing’ is something that some organisations have been slow to comprehensively realise. We live in a world where an angry tweet or a negative review about customer service can cause irreparable damage to a business and most organisations don’t know how to properly manage that. IT and marketing need to work closely to get to know customer personas and completely operationalise effective digital marketing.

Taking a step back allows us to remember that marketing must take into account the emotion of the consumer. We are surrounded by evidence of consumers emotionally engaging differently with businesses, particularly now with the amount of technology at their fingertips. In fact, we now spend more time on our phones than we do watching television.

Not long ago, passengers sitting on a bus would have looked out of the windows to see billboard advertising or would be looking down at full page ads in newspapers in order for marketers to reach them. Now, smartphones and tablets have replaced these traditional marketing channels; the next story is only a flick of the finger away. Global newspaper readership is down 25% because people have their heads in their phones.

These are important changes and it’s up to marketing to adapt in order to regain the now shorter customer attention spans. This is only achievable by working in harmony with IT.

At Avanade, our Digital Marketing team worked with a national governing sports organisation to build an effective relationship with its marketing department. We had to prove that we understood sports and the impact that games have on fans, and how emotional marketing is crucial in enhancing relationships with them.

It was vital that this sports organisation knew we weren’t just looking to improve their IT processes, but that we understood how its marketing department wanted to change the way the entire organisation interacts with fans.

To do this we implemented a Sitecore platform that allows the organization to evaluate their customers’ experiences. Having visibility of these trends on a huge scale allows them to contextualise the consumer’s actions – understanding how their emotions control their decisions – is the key to successful digital marketing. Using this customer context helps us understand why consumers with the same requirements think in different ways.

For example, a marketing department of a diaper company understands that a new mother will make her friends wash their hands before holding the baby; but an experienced mother will hand one of her children to an oily-handed mechanic without a second thought.

Marketing departments know that these two mothers are feeling differently, but wanting the same product. IT departments have to acknowledge the variability of customers in order to create processes that deliver better marketing results.

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