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.

I’m sure most of you can relate… you are scrolling through your social media feed and you cannot help but notice it is obtusely clogged – it’s information overload. As we are constantly stimulated by a screen day to day, it is becoming our everyday life. People simply have a shorter attention span now – particularly the next generation, as they are growing up right in the “technology boom”. Thus, whatever you are putting out there needs to stand out, it needs to be exciting – but it can’t be excessively loud to the point where it makes people say “ugh” under their breath. Does that translate?

So, rather than the Push tactics of marketing, why not try the pull? Get a pleased client to refer a friend. Reports show that 70% of people said they would be more likely to purchase and or use a service, if it was recommended by a friend. People trust people – that’s what we need to remember in the world of business, personalisation – don’t lose it.

When I say personalisation, I am not referring to the CRM systems that can monitor consumers online activity, i.e. traffic and click rates – so you can tailor your digital marketing to them personally (while these systems are brilliant) – I simply mean to retain the human contact between you and the consumer.

This is by no means writing off technology and all its everlasting potential. It’s simply a reminder to maintain the human side. If there’s one thing that will remain consistent within customers, amidst all the technology advances, until there are cars in the sky and life is found on mars – is that they are people, they will always be people, and people need face-to-face interaction. As alternative suppliers are so easy to find with just one click, you must make customers feel as though they are appreciated, not just a cog in the machine of your company, generating revenue.

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, so perhaps tone the tech down a little.