In a world of easy digital engagement, way too many businesses rely on digital gimmickry to sell products and services. We’ve got tidal waves of unwanted email messages, junk “news” with click-bait headlines, and social networking serving up ads instead of friends. This transactional approach doesn’t work so well these days. Instead, in 2019 and beyond, we’ve got to focus on building relationships.
In the past week, I’ve watched as many people have looked back on 2018 and forecast what’s to come in 2019. Here in the U.S., much reflection has focused on the cold and polarizing online political discourse.
I think much of that negativity in politics has crept into marketing too, where people feel compelled to do such things as create yet another email message shouting at their customers (FREE SHIPPING!) and write more social posts disguised as helpful information but really hyping products instead.
There’s something broken online and many of us feel it. Has the pendulum swung too far in the direction of superficial online communications at a time people are hungry for true human connection?
I think the answer is yes.
We’re missing something tremendously powerful: genuine human connection
So, for 2019 and beyond, I think the solution isn’t to join the escalating arms race of ever more digital disruption.
Instead, I think success will come from a focus on a simple question: How can you build true and lasting human connection with people your marketplace?
I plan to use this as my blueprint for the future. Whenever possible, I want to engage with people in meaningful ways. I hope you will too.