The Splash: Issue 2 – The benefits of getting personal

Estimated reading time
1 minute
13th February 2020
Author: Nick Mason
Posted in: Education & Upskilling

From coders to shareholders, the work we all do ultimately comes down to impacting people. This is pretty obvious for those of us in marketing and communications based roles. We are constantly looking for new and better ways to understand and reach our audiences.

Over the past decade, a lot of attention has been paid to the multiplying channels that have made reach a more complex endeavor. Growing data-privacy concerns together with scrutiny over ROI and efficacy, has equated to a sizable shift to prioritizing quality above quantity. As a result, this has brought a new focus to truly understanding our readers, prospects, and customers.

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It’s not just marketers who should strive for a deeper understanding of potential and existing customers. Conversely, every employee would benefit from a more personal experience of the contexts, needs, and preferences of those who use the products and services offered by their organization. This is especially true for those involved in designing those products. These people are often, surprisingly removed from end-users.

A better understanding of the values and behaviors of employees has also risen up the agenda. For example, organizations like MindGym apply psychology to help businesses transform performance. On the other hand, businesses such as Perkbox and Mintago have improved how businesses cater to the needs of employees beyond providing a salary.

These types of organizations have been welcomed with open arms as the fight to attract and retain talent intensively grows.

In this issue of The Splash we take a look at different ways in which businesses and marketers can succeed by getting personal with the people they want to engage.

Quick links

• The rise of conversational marketing
• ​​​​​​​Tech accessibility as a human right
• Establishing a human tone of voice
• Culture, wellbeing, and psychological safety in the workplace
• Incorporating cultural intelligence into target marketing
• A no-nonsense take on the “post-cookie” world

Click to read The Splash | Issue 2: Getting personal | By Turtl