At Wave Application we love robots, however, we ran away from automatised marketing to interact with people. From the very beginning (2014), we have focused on learning from our users, from what they say they need and based on that, we have built a product that is changing the way millions of people find each other daily in more than 150 countries.
Marketers are living a golden era where technology offers us new techniques to optimize work and measure almost anything: behaviour, sales, downloads or tweets just to name but a few. This is what we call Business to Consumer Marketing. As a result of this approach, we have generic landing pages, massive promotions, flat communication on social media and with little interaction.
A few years ago and since new technologies are giving users more power to say out loud their opinions and take decisions, some of the companies, like us, are looking for new ways to interact in a friendlier way. This is what we call Human to Human marketing, H2H, a concept that makes clear that communicating with our users and understanding their feelings is essential to create an amazing product.
At Wave we have built our application based on our users’ feedback, we have developed features to improve our user experience and we enjoy talking to them day and night. Really! And it’s giving the results we were looking for! So, how can you implement H2H marketing? We listed down a couple of tips:
First listen
There are loads of tools that allow you to be all ears. You can use Facebook and Twitter scanning technologies, ask people via polls which are the things they like/dislike when they are about to use a product. After that you can start building your product or giving it a new approach that makes it unique, cool and useful.
Be empathetic
Are you up to date of what your customers think? Do you share the same values? Great! Then use some of them to reach out. Some brands have positioned themselves directly against Trump’s measures, such as Starbucks, that offered 10k job positions worldwide to Syrian refugees. It does not need to be a political issue, just find something that really connects you with your audience.
Connect people
Connecting with people is the greatest and the most rewarding part of marketing. We love the fact that our wavers send us images from their vacations using Wave, they write comments, private messages, posts on Twitter or Facebook, questions/doubts and of course, they like the original contents that we create for each one of them. We treasure those pieces of communication, because being an app that has heavy traffic of daily active users all over the world, those are the rare moments when we can truly enjoy almost real-time interaction.
Be inspirational
We are constantly seeking to improve the quality of our lives and take countless of decisions in order to do so. We download dating apps to find the love of our life, we download sport apps to get fit for the summer and we download language apps to have more knowledge.
If your product is great, it can be used for great things. At Wave we believe in the real moments: in making memories with our loved ones. We don’t want people to stare at their mobile phones; we want them to forget about digital relationships, arrive sooner and have the time of their lives. Need some ideas? To elevate yourself, take a quick look at the latest ads campaigns of Under Armour.
Tell a story about yourself
Stand up and speak out – tell the world what makes you different. The stage is for everyone. You can watch on this link one of our pitches from the last summer.
How are you applying Human To Human Marketing? Drop us a line and tell us your ideas!
Pablo Clemente Pérez 