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For years, we have lived in a world that is heavily dependent on digital communication. Now the pandemic has succeeded in accelerating the shift from personal sales and interactions to online — creating a growing need for digital people.
So what are digital people?
They are hyper-realistic avatars with personalities, facial expressions and voice bends that create the ultimate balance between automation and human interaction.
As digital people’s opportunities continue to evolve, more companies are using them as digital brand ambassadors or influencers to improve marketing campaigns and streamline business operations.
The modern B2B influencer
Digital interactions have become crucial to corporate success and competitive advantage in all industries. By offering customer service around the clock and personal, human-like conversations with consumers, digital people build the gap between digital and physical while creating an innovative way to connect consumers with brands.
As many as 64% of US consumers and 59% of all consumers say they feel that companies have lost touch with the human element of the customer experience, a survey conducted by PWC found. Slightly ironically, digital people can provide people with the human connection they have lacked, while providing unlimited accessibility and understanding of more than 70 languages.
Another element of digital human technology that companies use is the ability to turn favorite celebrities into digital brand ambassadors.
Getting the help of a well-known public figure to expand your brand awareness and create buzz around a particular campaign can be monumental, but actually renting one for your B2B influencer marketing obviously costs a high price.
Partnering with a celebrity to make them a digital brand ambassador is much more achievable. Gone are the days of going back and forth with a public figure manager to determine availability and negotiate a price. We live in a digital age where pretty much anything is possible, including the digitization of people – of course with their permission.
For celebrity digital brand ambassadors, basic movements and conversation phrases can be captured in minutes, creating endless opportunities for enhanced influencer marketing and a brand partnership with them.
Four elements of a digital brand ambassador
Whether you’re transforming an actress or basketball star into a digital ambassador or creating a whole new personality to be your brand’s face, keep four essential concepts in mind when working with a digital human experience platform to design an influencer. that supports your brand.
1. Personality code
It is important to create a personality that engages your audience and leaves them with a memorable experience.
You want the personality to embody your brand and your values, appeal to your audience, create an emotional connection using nonverbal characters and expressions, and create positive moments for your audience.
In short, people interact directly with your brand through your digital ambassador, so the experience should be as positive as possible.
2. Design for conversation
Focus on interactions, not transactions. The purpose of digital brand ambassadors is to ensure that they are as close to a real person as possible – not just a chatbot. So your digital human needs to engage and relate to your user.
People want an engaging experience, not a robotic experience they can get from an ATM.
One step in creating conversational design is to play role-playing games to ensure that the digital human emits the right emotion to the user. Experimenting with your interactions and expressions helps design inputs that can be missed without taking the time to ensure that the digital person’s conversation is as lifelike as possible.
Such insights help the digital human guide the conversation with the user rather than taking a command-driven approach. It also allows the digital person to make small talk so that the exchange does not seem one-sided.
3. Multimodal UX
It is important to build an experience using the power of versatile visual and voice interaction. Unlike human B2B influencers, digital brand ambassadors are a multimodal digital interface – meaning they can use different types of digital content to create a balanced experience, e.g. To walk users through a specific process while answering their questions.
Another way to create versatility for your digital human is to determine what features you need based on your industry and influencer marketing priorities.
For example, a healthcare company may use its digital human being as a tool to alleviate some of the administrative burdens for its physicians. In that situation, the company would most likely have its digital human to work with patients, fill out forms, and answer general health-related questions.
A top priority for marketers is to create lasting and positive relationships with their customers, so it is important to ensure that your digital person makes its interactions relevant, hassle-free and personal.
Digital human platforms can be connected to a company’s internal database, so the influencer is equipped with easily accessible background information that can be useful during customer interactions.
Part of creating personalization and relevance for your audience is having the ability to monitor your digital human’s behavior and its interactions with users to determine areas that may need to be manipulated for a smoother experience.
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As consumer expectations and buying behaviors continue to evolve, it is up to companies to come up with innovative solutions such as digital people to build on marketing investments, attract new customers with solid brand connections and ensure customer loyalty.
By anchoring a digital brand ambassador, progressive B2B companies can create deeper customer relationships and maintain a positive customer experience that extends customer life and ensures that their interaction with your brand is one they will never forget.
More resources for B2B Influencer Marketing
Five B2B Influencer Marketing Guidelines for Brands
Your B2B Influencer Strategy: How to Get It Right
Secrets of the Most Successful Brands in Influencer Marketing: Lee Odden from TopRank on Marketing Smarts [Podcast]