In today’s digital age, brands must differentiate and deliver value to capture attention. Embracing human connection, brands are transforming from logos to meaningful entities that resonate with consumers.
A key marketing strategy for the second half of 2024, BEARRUNRUN, a cutting-edge digital agency, identifies ‘Humanising Brand’, also known as fostering deep customer connections, as a pivotal digital marketing trend for the latter half of 2024. This trend emphasises presenting brands as human, approachable, and socially responsible entities. Supporting this notion, a 2024 Deloitte survey revealed that 80% of senior executives consider Humanising the Brand to be their organisation's most critical marketing strategy. Furthermore, 75% believe it can boost sales and profits. Apple, Nike, and numerous global brands exemplify the success of this strategy.
Mr. Nipon Saengtiraphanij, Chief Executive Officer of BEARRUNRUN, believes that "brands" are about relationships, not just selling products. BEARRUNRUN aims to foster genuine love and connection between brands and their customers. This digital agency goes beyond traditional advertising, offering comprehensive Digital Marketing and Platform Development services, including AI and Marketing Automation. Their approach is rooted in a deep understanding of both brands and consumer needs.
Humanising the brand is crucial in today's landscape, as consumers no longer view brands as mere logos or trademarks. Instead, they engage with brands on an ongoing basis, following their activities and interacting with them across various channels. In the event of a crisis or negative publicity, consumers closely observe how brands respond on social media. Effective crisis management can strengthen brand trust and admiration among consumers. Brands are no longer just about product offerings; they are perceived as having personalities, values, and behaviors that are reflected in their social media presence and overall communication.
Consumers today view brands as friends who value honesty. Quick responses and timely communication during crises or viral trends are crucial. BEARRUNRUN's team of young professionals is well-versed in using various social media platforms and implementing innovative social media techniques. They can craft compelling brand stories that showcase the brand's personality, authenticity, and trustworthiness.
Ms. Panisara Tanavongchinda, Chief Operating Officer of BEARRUNRUN, emphasises the importance of "understanding brands and their customers" as the foundation of the agency's approach. They believe in going beyond simply communicating brand messages and instead, focus on crafting authentic stories that resonate with customers across various social media platforms. BEARRUNRUN recognises that social media has become a customer service channel, and they prioritise providing prompt and accurate responses to inquiries. The agency invests in training their Admin team, monitoring customer interactions, and developing standardised responses to ensure a consistent and positive customer experience.
To further enhance customer engagement, BEARRUNRUN has developed a 24/7 AI-Chatbot that utilises natural language processing to provide human-like interactions. This ensures that customers receive a seamless and personalised experience regardless of their chosen communication channel. Leveraging Generative AI, BEARRUNRUN has developed a comprehensive Digital Report system that consolidates all social media statistics. This user-friendly tool provides quick access to data for analysis and further action. In the future, BEARRUNRUN plans to develop marketing tools to streamline and enhance digital marketing efforts.
BEARRUNRUN has partnered with AI Solution to develop ‘BOOKOLA’, an AI Chatbot Automation Platform specifically designed for the hotel industry. BOOKOLA provides real-time, human-like chat responses, enhancing the customer experience for hotel bookings and reservations. Currently, over 30 hotels are using BOOKOLA, with an additional 20 in the pipeline. Last year, the BOOKOLA team won two Thailand ICT Awards 2023 (TICTA) awards in the Business Services and Startup categories. It also represented Thailand at the Asia Pacific ICT Award (APICTA) and received the Runner-up award in the Start Up of The Year category in Hong Kong.
BEARRUNRUN emphasises collaboration between its Developer and Digital Marketing teams to leverage technology for marketing advancements. This collaboration leads to the creation of platforms that effectively address customer needs, enabling more targeted and data-driven marketing strategies. Marketing Automation is considered a key component in driving sales, increasing profits, and maximising brand value.
