The technology boom appears everlasting…as does its benefits. With endless frequent updates and constant swoops of the latest technology, we as consumers are being generously fed – and what an impact this has had on businesses worldwide. Whether it be cost efficiency, product development, networking, and customer relationship management – at least one of these factors are being exploited by savvy businesses.

The power of social media has become so prevalent, that if a business does not have a premeditated digital communications strategy in place, they are essentially losing in what is a very competitive race. A survey undergone by consultancy.co.uk, found that 92% of consumers now expect a convenient experience when they engage with businesses online, and that if this doesn’t happen the first time, they will look elsewhere.

So, expectations are high, and organisations are clutching at the next best digital technology to reel consumers in and cater to their “new age” needs. But is it all getting a bit distorted? Forbes Insights survey of 700 executives found that only 25% of enterprises have made any meaningful progress in digital transformation efforts. Everybody is almost in an unclear frenzy on how to operate their digital marketing communications – they know they should be doing it, but they just don’t have the appropriate strategy.

As humans, we want to be valued in every aspect of life, and we especially want to feel valued if we are giving our hard-earned money to a company. There is a clear difference between monitored and being valued; while tailoring your content to specific consumers is a great way to push sales and expand click rates, sometimes this tactic can appear invasive (if used to excess). Subsequently, while you are trying to personalise your marketing, you are, as a matter of fact, not being personal at al l- you are using a database for every other online client – and consumers are totally aware of this!

So, call up your customers, check on them, create a relationship with them. Spend more time creating quality, authentic content that stays true to your brand image and speaks in volumes to your audience. Keep it simple, keep it human! Technology is brilliant and we are lucky to be able to exploit it and all its opportunities… but too much of a good thing truly does just become overkill.