Rethinking Digital Connection

As a digital marketing strategist, I enjoy numbers. I love analytics, tracking conversion, reviewing comparisons and looking at success through the lens of data. In fact, at any given point in my day, anywhere on the planet, I can log in to our reporting softwares and find out EXACTLY how well one of our client’s campaigns is doing – in real time. I write about analytics; I train analytics, and I have built my career around devising actionable strategy from insights found in analytics.

No matter where I am, or what I’m doing, I can hop onto my laptop or iPhone and check social media, online news publishers, and sources to get the latest industry updates. Throughout my day, you can find me replying to emails, messaging with clients, and communicating with multiple connections online, because frankly it allows me to prioritize and multi-task, and I prefer it that way.

Despite all this digital connection – to albeit important things – it is often easy to forget what important connection looks like.

Today, I had a call scheduled with a client at 10:00 AM. Because of a miscommunication between two of their points of contact, I ended up getting an email at 8:15 AM they preferred for me to visit their location in person instead – across town. At first, I was a little derailed. I had my morning planned out and now my morning was going to have to be restructured if nothing else than for travel time. Even so, it only took me a moment to oblige.

You see, I truly believe face-to-face interactions, especially in today’s fast-paced world, are paramount to building genuine relationships. As I look back on my career, and for that matter – my life – my strongest personal and professional relationships started with eye contact and a good old fashioned hand shake. Without taking the time to cultivate these relationships, I would not be where I am today.

The further truth is, most of the conversations I have with people, in-person, are warmer, more enjoyable, and more productive.

Lately, I’ve been thinking about connection. With the millions of connection points online, all the data, the audiences, the emails, the messages, the likes, the follows, the shares, the reach, the impressions, the clicks, the conversions; it’s my job to recognize the good digital connections amidst it all. There are a lot of people that get jaded toward digital marketing, social media, email, etc. and write them off as fake and disingenuous.

So can “good” digital connections be genuine ones?

I believe they can be. And whether they are aware of it or not, my clients hire my team to cultivate those connections for them.

So, as a team, we’re exploring “digital connection” and what it means to generate genuine connection via digital marketing. Stay tuned and in the meantime, #rethinkconnection.