Why your company should incorporate human to human marketing strategies
But these days, it seems like most marketers have.
RELATED TOPIC: Why LinkedIn believes marketing will become more important
Marketers today are quick to talk about analytics, mobile applications, or customer journeys, but all of these strategies are really trying to figure out is who their customers are.
Every successful marketing strategy aims to make a human connection between the customer and the product. Whether this is an emotional connection or one based on need or understanding, we're trying to tap into it. This is where email marketing can come into play and have a big effect on your customers' views of your brand — and eventually turn a one-time customer into a lifetime customer.
RELATED TOPIC: How to become a B2B social media marketer
But there's a challenge. With so much technology at our fingertips and its accessibility increasing with each day, consumers are becoming more and more critical about how companies market to them.
Because of this obstacle, marketers need to remember that we're still dealing with people, and messages within each campaign need to treat them as such.
That's why it's so vital that email campaigns are authentic and genuine. After all, communicating to your customers shouldn't be difficult, and it shouldn't feel cluttered or confusing for them.
It should be sincere, just like on social media, direct mail, display advertising, or anything else in your marketing portfolio. So, if you're having a tough time figuring out what message will most resonate with your customers, remove yourself from your product or business, and think harder about your customers' needs.
Marketers understand that email continues to play a key role in most companies' marketing strategies. According to Salesforce's 2015 State of B2C Marketing report, 73 per cent of B2C marketers believe email marketing is critical to their business, while 78 per cent consider their email's content and design the most important feature of successful email campaigns.
RELATED TOPIC: 5 ways to improve your content marketing on Facebook
So when discussing H2H, email marketing can have a big impact on your business if it makes your customers feel included like the email was tailored to them, like they're part of something big, like it was personalised to them, and like it solved a problem.
That's not B2B, it's not B2C. It's H2H, and it should be part of every marketer's vocabulary.
Source: Direct Marketing News
Coal India Secures First-Of-Its-Kind Digital Deal
Coal India Limited (CIL) has appointed Accenture Solutions to digitally transform seven of its open-cast mines as the company strives to improve performance and increase coal production. Accenture is due to lay down digitalisation groundwork until March 2022.
The deal aims to increase coal production by 100 million tonnes (MT) by the end of FY’23. Once the minimum quantity has been surpassed, an agreed sum will be paid to the consultant for every additional sum of coal produced. This success fee will only be paid on the procurement of the minimum assured quantity.
The move will see heavy earth moving machinery (HEMM) fitted with digital sensors to monitor performance efficiency at all levels. Additionally, modern data analytic techniques aim to increase mine productivity and project monitoring through functional system management and effective observation.
An Exciting Venture For Global Mining
CIL, which aims to provide energy security in an environmentally and socially sustainable manner, hopes the move will help transform the entire business of mining operations and ensure higher volumes of coal are acquired at a lower cost.
“This is a first of its kind initiative by the company utilising digitalisation to ramp up coal output,” CIL has said.
A Digital Step Towards Enhanced Performance
Digitalisation is expected to take place at open-cast mines in Kusmunda, Gevra, Dipka of Southern Eastern Coalfields (SECL), Migahi, Jayant, Dudhichua, and Khadia of Northern Coalfields (NCL). Nearly 32% (188 MT) of CIL’s 596 MT output in FY’21 was accounted for by the seven selected mines. However, this new deal is set to see a large increase following the subsequent digital changes due to be made.
“Learning from the outcome and success of this model, we may replicate it in our other large mines,” says CIL, optimistic about the future following the modernisation of their mining.
It is expected that the move will help address roadblocks and guarantee corrective measures are put into place, ensuring the company is able to move forward with its aim of increasing output whilst remaining sustainable and eco-friendly.