Episode 190 of Digital Marketing Radio features 'Think Human', chapter 9 from 'Digital Marketing in 2017'. Get your copy of the book over at DigitalMarketingin2017.com.

(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));

Carrying on from Emeric Ernoult’s final point in the last chapter, this chapter emphasises the increasingly important human element of digital marketing in 2017.

58) Keep the customer at the centre of your business – Steve Linney

For Steve Linney, Founder of eMRKTNG, a marketer should start at the customer and work backwards.

Steve says: “For me, it’s concentrating on the customer being at the centre of your products and the centre of your business. You should start at the customer and work your way backwards.

“It’s easy to get caught up on why you think your product is fantastic or your business is fantastic, but you can forget to concentrate on the benefits to the customer.

“You need to create amazing customer experiences. And this doesn’t necessarily need to be anything major, or over-the-top, or have a big budget.

“It just means customer experience, customer care and customer respect running through your entire organisation. And with that, it’s personalisation, but personalisation in that people understand the individuals behind the brands.

“Because in this day and age, people buy the person as much as the brand. And simple things such as a thank you email from your CEO when a purchase is made can make a big difference. It’s just small subtle changes.

Read more in the book - get your copy of 'Digital Marketing in 2017' over at DigitalMarketingin2017.com.