Humanising digital. I have faith!

If influencers spend all day asking for understanding and empathy, there must be a reason.

It was no surprise that, at some point, people would start demanding a more human digital world. After all, the digital age includes all kinds of tools, such as social media, created by and for humans. The sad part, without a doubt, is this: how did it take us so long to want more human “digital” treatment?

Did we really need a pandemic to come to our senses, get our feet back on the ground and stop being mere robots glued to our phones?

Yes, so it seems. What’s undeniable is that the digital age is a reality and, for better or worse, its direction is in our hands. Fortunately, there are so many options on the market, so many companies with such different values and ethical principles, that we get to choose!

But what do they all have in common?

Correct! Digitalisation.

We don’t need KPMG to tell us that online purchase frequency rose from 30% to 46% after the pandemic, and that we therefore have to invest in that channel almost by obligation. Nor do we need to ask ourselves what kind of society we want for the future, and what place technology should have in it.

More and more of you come to us asking us to humanise your brand. You’re looking for a first name and surname, a beautiful corporate image and a target audience that understands you. But in this game you snooze, you lose, and it’s important to keep up with what the market demands. As contradictory as it may seem, behind the creation of the famous chatbots, Alexa and even artificial intelligence lies a heroic intention to humanise this industry.

Can we all row in the same direction?

Those of you in Generation X probably remember with great sadness the close, personal, uncomplicated treatment you used to get from companies, with no middlemen. Those wonderful, lasting relationships between company and customer, the ones we, your children, will never get to know. But… do you know which trends are expected for 2022? No, I’m not talking about pastel skirts or maxi coats. I’m talking about marketing trends. In other words, what to expect as a company, and what services to offer as an agency.

Is it possible to humanise such a digital industry?

There are millions of technological resources, including some very human ones. If you don’t believe us, think of the famous Alexa.

Alexa, what’s the weather like today?

Alexa, tell me a joke.

Alexa, is Belvedere the best agency in the world?

We’d never have imagined we could have a conversation with a speaker. But we’d never have imagined shopping online, or using virtual reality glasses to transport ourselves to our idyllic paradise beach, either.

2023 promises good news.

We’ve already started to see small, unusual technological advances, but what looks like science fiction is, I promise you, set to become the most human thing of this era.

Let’s look at some examples!

Chatbots

Short-tail SEO keywords are over. Now we want conversation. Chatbots will become more and more common on websites, providing support and guiding customers towards a sale. Questions, queries and even preferences will be handled by these robots running on intelligent software that won’t leave you indifferent. But artificial intelligence doesn’t stop there: for the less shy among us, voice SEO will become more present in our lives, and therefore in our services.

The best chatbots (in Spanish)

Live stream shopping

We have to admit that the streaming world is very focused on male audiences. Probably because nobody has thought of organising live shopping sessions, because if they did, it would be a different story! After so long locked indoors and so many home deliveries during the pandemic, technology surprises us again by letting us go shopping almost in person. (And without queuing!)

UGC content

User-generated content will grow, increasing interaction between people and companies. After the pandemic, we’ve all become content creators. Some got into TikTok, others into streaming. We couldn’t miss this opportunity to humanise, clearly in this case, social media.

3D illustrations

Digitally, they’re associated with the world of animation. But the three-dimensional sense of volume, movement and depth this technique offers is probably the most human trend in graphic design.

For Belvedere and other marketing agencies, it’s quite a challenge for our society to push for humanising the digitalisation that was already in place. Things were stable, we knew every pain point of every customer journey inside out, the “Internet of Things” was etched into our minds, and we worked around the sales funnel.

But we’ve done our homework, we’ve learned, we’ve created and we’ve reinvented ourselves.

And now more than ever, we’ll pursue that longed-for human side of digital.