New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Empowering employees with the right tools can help brands provide real engagement to their consumers.

Despite marketing tools reducing costs, their automated responses to consumer queries could prove to be dehumanising and put off customers. Brands should empower their employees by providing them appropriate tools to create real person-to-person engagement for resolving consumer issues.

This article says that some marketing tools may tend to create more problems, instead of resolving them. Rather than relying on automation tools for providing consumer services, marketers should enhance their consumer experiences by speaking to actual consumers.

Automated marketing solutions and bots could harm a brands image on social networks by sending automated messages to consumer queries or even positive reviews. Brands should use their social media accounts to build relationships rather than spamming their consumers.

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[3 minute read]

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