We started GreenPepper Digital, a digital marketing agency, five years ago, it was a relatively a new business idea in India. Our team framed an idea for the digital transformation of traditional businesses. The tagline was ‘Internet is Human’. The idea didn’t strike well with our clients as it looked like a philosophical idea. We ourselves could not comprehend the idea fully though we came up with this unusual tagline.
After working with hundreds of clients in areas like design, web, social, videos, search, content and advertising – we now deeply understand what we mean by ‘internet is human’. The numbers we see in Google Analytics or Facebook insights are humans, they are not mere numbers – they are people in real life visiting your web page, liking your Facebook post or engaging with your content. They are real.
While reviewing the digital numbers with clients, many of them ignore the signals we get from the audience because we do not see 99% of them in real life. There is ‘no skin burn’ in digital for traditional businesses. So they take it lightly. For internet businesses, every signal from the internet is important – be it a Google review, a Facebook comment, a Twitter grievance or even silence of the audience. Every signal matters. They discuss it. And do something to improve it. These are feelings and sentiments about your customers’ experiences translated into digital feedback. Real-time sentiment monitoring and analysis has become a huge task for digital marketers of large brands. Listen to conversations, they are real. They are hidden figures with the treasure of insights. They are human.