In today’s digital age, brands must differentiate and deliver value to capture attention. Embracing human connection, brands are transforming from logos to meaningful entities that resonate with consumers.
A key marketing strategy for the second half of 2024, BEARRUNRUN, a cutting-edge digital agency, identifies ‘Humanising Brand’, also known as fostering deep customer connections, as a pivotal digital marketing trend for the latter half of 2024. This trend emphasizes presenting brands as human, approachable, and socially responsible entities. Supporting this notion, a 2024 Deloitte survey revealed that 80% of senior executives consider Humanising the Brand to be their organization’s most critical marketing strategy. Furthermore, 75% believe it can boost sales and profits. Apple, Nike, and numerous global brands exemplify the success of this strategy.
Mr. Nipon Saengtiraphanij, Chief Executive Officer of BEARRUNRUN, believes that “brands” are about relationships, not just selling products. BEARRUNRUN aims to foster genuine love and connection between brands and their customers. This digital agency goes beyond traditional advertising, offering comprehensive Digital Marketing and Platform Development services, including AI and Marketing Automation. Their approach is rooted in a deep understanding of both brands and consumer needs.
Humanising the brand is crucial in today’s landscape, as consumers no longer view brands as mere logos or trademarks. Instead, they engage with brands on an ongoing basis, following their activities and interacting with them across various channels. In the event of a crisis or negative publicity, consumers closely observe how brands respond on social media. Effective crisis management can strengthen brand trust and admiration among consumers. Brands are no longer just about product offerings; they are perceived as having personalities, values, and behaviors that are reflected in their social media presence and overall communication.
Consumers today view brands as friends who value honesty. Quick responses and timely communication during crises or viral trends are crucial. BEARRUNRUN’s team of young professionals is well-versed in using various social media platforms and implementing innovative social media techniques. They can craft compelling brand stories that showcase the brand’s personality, authenticity, and trustworthiness.
Ms. Panisara Tanavongchinda, Chief Operating Officer of BEARRUNRUN, emphasizes the importance of “understanding brands and their customers” as the foundation of the agency’s approach. They believe in going beyond simply communicating brand messages and instead, focus on crafting authentic stories that resonate with customers across various social media platforms. BEARRUNRUN recognizes that social media has become a customer service channel, and they prioritize providing prompt and accurate responses to inquiries. The agency invests in training their Admin team, monitoring customer interactions, and developing standardized responses to ensure a consistent and positive customer experience.
To further enhance customer engagement, BEARRUNRUN has developed a 24/7 AI-Chatbot that utilizes natural language processing to provide human-like interactions. This ensures that customers receive a seamless and personalized experience regardless of their chosen communication channel. Leveraging Generative AI, BEARRUNRUN has developed a comprehensive Digital Report system that consolidates all social media statistics. This user-friendly tool provides quick access to data for analysis and further action. In the future, BEARRUNRUN plans to develop marketing tools to streamline and enhance digital marketing efforts.
BEARRUNRUN has partnered with AI Solution to develop ‘BOOKOLA’, an AI Chatbot Automation Platform specifically designed for the hotel industry. BOOKOLA provides real-time, human-like chat responses, enhancing the customer experience for hotel bookings and reservations. Currently, over 30 hotels are using BOOKOLA, with an additional 20 in the pipeline. Last year, the BOOKOLA team won two Thailand ICT Awards 2023 (TICTA) awards in the Business Services and Startup categories. It also represented Thailand at the Asia Pacific ICT Award (APICTA) and received the Runner-up award in the Start Up of The Year category in Hong Kong.
BEARRUNRUN emphasizes collaboration between its Developer and Digital Marketing teams to leverage technology for marketing advancements. This collaboration leads to the creation of platforms that effectively address customer needs, enabling more targeted and data-driven marketing strategies. Marketing Automation is considered a key component in driving sales, increasing profits, and maximizing brand value.
For more information, please visit the BEARRUNRUN website or contact [email protected]
Humanising brands sounds great in theory, but isn’t it just another marketing gimmick?
I disagree, Sarah. When brands genuinely engage with their customers, it creates loyalty and trust.
But how many brands are truly genuine and not just putting up a facade to increase sales?
Right, realness can often feel forced. It’s tough to distinguish sometimes.
Exactly! I feel more connected to brands that seem to care. It’s not always about buying something.
I think BEARRUNRUN is onto something here. The use of AI to enhance customer service is forward-thinking.
AI is the future, but there’s also a risk of losing the human touch in customer interactions.
Not to mention, privacy concerns with all this data collection!
True, but if done right, AI can both respect privacy and improve service.
Can we trust AI chatbots to provide authentic interactions?
As long as they’re well-programmed, chatbots can handle most basic customer needs efficiently.
But AI chatbots still lack the personal touch that human representatives provide.
I love that companies are focusing on brand personalities; it makes them more relatable.
It’s interesting how social media has become a customer service channel. But aren’t companies just using it to push more ads?
Agreed, sometimes it feels like my social feed is just one big advertisement!
It depends on the brand. Some genuinely engage while others just advertise.
BEARRUNRUN’s focus on prompt and accurate responses is essential. Nothing is more frustrating than waiting days for a reply.
Who cares if brands are humanized? I just want good products at fair prices.
But part of the value is feeling connected to the brand, like Apple or Nike.
Maybe, but ultimately it’s the product quality that matters most to me.
I sort of see both your points. Good products come first, but a good brand experience is nice too.
BOOKOLA sounds like a game-changer for the hotel industry! Real-time chat is crucial for modern customer service.
As someone in the industry, I can attest that real-time communication greatly improves customer satisfaction.
That’s great to hear from a professional. Do you use BOOKOLA yourself?
Not yet, but I’m considering it.
Social media being used as a customer service channel is not new, but combining it with AI could revolutionize it.
I’m skeptical of companies that push their ‘values’ too hard; it can seem really inauthentic.
True, overly branded values often come off as fake.
Exactly. If it’s real, it shows. If not, it’s just marketing fluff.
Marketing Automation will make or break many companies in the next decade. They have to do it right.
I’m interested to know more about BEARRUNRUN’s AI-Chatbot and how it compares to other tools in the market.
Can BEARRUNRUN sustain this humanizing approach long-term, or will they fall back to traditional methods?
Good question, Mike. Sustainability in marketing trends is always tricky.
Yeah, many trends fade, let’s see if this one sticks.