Human touch essential in a digital world

BUSINESS NEWS - Embracing technological advancements in an increasingly digitised world is challenging when working out relevant and effective marketing and service strategies.

This was evident from a public lecture evening hosted by Nelson Mandela University (NMU) George Campus on Tuesday 14 June at Fancourt.

The theme, "Modern marketing and the human touch", was explored by Prof Madele Tait of NMU's marketing management department and Prof Doug Mattheus, a business consultant and lecturer at University of Stellenbosch Business School.

Balancing digital and human touch

Tait gave her take on the sweeping changes in people's lives and livelihoods over the past decade due to a shifting business landscape, particularly in the financial services sector. The four major banks in South Africa have closed branches by the hundreds and expanded their digital services to keep up with fintech companies that were drawing their customers away.

The pandemic also brought with it further radical digital transformation, and the destruction during the Zuma riots in 2021 caused further branches and ATMs to be closed.

This had severe implications for the most vulnerable customers who depend on cash. Some 19,21 million people in South Africa - 31,8% of the population - are still offline.

Tait said the decline in bank branches is such that they could be extinct by 2034, but if banks are to ensure continued access to people who need it, a balance between digital transformation and physical branch preservation is needed.

"Banks should carefully consider the effect of the closure of a branch or removal of an ATM on consumers. The needs of the finance of consumers should always be the centre of the decision-making process."

Employees living the brand

Mattheus brought the same point of view - that in a world of digitisation human touch and emotional intelligence remain crucial. One cannot get away from "marketing by people for people".

"You cannot divorce the concept of marketing from people. Maybe the mechanism - whether it is digital or not - changes over time and is inevitable, but it is ultimately about the human touch. If you cannot fundamentally understand your consumer, you may just as well be marketing to yourself."

Mattheus said consumers judge brands and being genuine is paramount. The marketing of a brand should be drawn through an entire organisation. "Internal" marketing - where every employee lives and loves the brand - is essential for any believable brand.

"The days are gone when, unless you had marketing in your title and on your business card, you were not a marketer. People I have worked with do not need a title to be a marketer, but they live and love the brand."

He elaborated on the trend of brands using the platform of marketing to comment on societal issues of the day as a way of adapting to a changing market and audience. "They are selling far more than just beer or a beauty cream."

Citing examples, he said nine years ago Dove started moving away from "just selling an underarm deodorant". They started focusing on women's self-esteem and their general self-consciousness about their looks.

The company did anti-body shaming and used models of various sizes, including plus size models. Other examples of marketing adaptation to a changing world are Nike using a breastfeeding woman in an advert, Sports Illustrated placing 74-year-old model Mae Musk on its front page, and a Heineken beer TV advert that takes a view on the stereotypes associated with ordering certain drinks.

At NMU's public lecture, from left: Dr Adele Potgieter (senior lecturer in Marketing Management), Prof Doug Mattheus (lecturer at Stellenbosch University Business School), Prof Madele Tait (senior lecturer in Marketing Management at NMU), George Mayor Leon van Wyk, Cllr Dirk Wessels and Deputy Mayor Raybin Figland.