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Marketing strategies are increasingly ruled by algorithms, IT-based decision systems which leave less and less space for human qualities to make the difference. We just wrote an article about recommendation algorithms and artificial intelligence in the business sphere that you may want to read to understand how it affects the customer experience.

If you are in an industry which uses those technologies, you might well consider the following differentiation strategy.

We just found this ad in a UK magazine on classic cars. It’s for a car insurance company (Peter S Taylor insurance) and as you’ll note it puts emphasis on the Human touch.

It puts the emphasis on the “good old fashioned way” of doing business, calling upon nostalgia and in opposition to IT-driven practices which are less human-centric (call centers, phone menus, …).

We found this positioning rather unusual in the insurance world and thought it was worth mentioning.

Another example of a unusual marketing strategy in the same sector is Onna Onna, a car insurance company in The Netherlands that insures only women.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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