We’ve lived for years in a world dominated by digital communication. It has accelerated the shift from in-person to online sales and interactions, increasing the demand for digital humans. Digital humans are intuitive hyper-realistic avatars with personalities and facial expressions that blend automation and human interaction. As digital humans’ capabilities improve, more businesses are using them as digital brand ambassadors or influencers to improve marketing campaigns and streamline operations.
B2B Influencers Today
Digital interactions are vital to every company’s success and competitive advantage. Digital humans create an innovative way to connect consumers with brands by providing 24/7 customer service and personalized, human-like conversations.
A PWC study found that 64% of US consumers and 59% of global consumers believe companies have lost touch with the human element of customer experience. Ironically, digital humans can provide people with the human connection they crave while also understanding 70+ languages.
Companies are also using digital human technology to turn celebrities into digital brand ambassadors.
Hiring a well-known public figure to help promote your brand or a specific campaign can be hugely beneficial, but it comes at a high cost.
It’s much easier to partner with a celebrity as a digital brand ambassador. The days of haggling with a celebrity’s manager over availability and price are over. We live in a digital age where anything is possible, including digitizing people with their consent.
Basic movements and conversational phrases can be captured in seconds, allowing for improved influencer marketing and brand partnerships.
A Digital Brand Ambassador’s Role
When working with a digital human experience platform to design an influencer to support your brand, keep four key concepts in mind.
- Personality Code
- UX Multimodal
- Conversation Design
- Personalization
-
Personality Code
Create a personality that engages your audience and leaves them with a lasting impression.
An appealing personality will evoke an emotional response in your audience through nonverbal cues and expressions, and create positive moments for them.
Simply put, people are interacting with your brand via your digital ambassador, so it should be positive.
-
UX Multimodal
It’s vital to use visual and voice interaction to create an experience. For example, digital brand ambassadors can walk users through a process while answering their questions, unlike human B2B influencers.
Determine what capabilities your digital human needs based on your industry and influencer marketing priorities.
For example, a healthcare company may use its digital human to relieve its physicians’ administrative burdens. In that case, the company’s digital human would interact with patients, filling out forms and answering general health questions.
-
Conversation Design
You should focus on interactions over transactions. The goal of digital brand ambassadors is to be as human as possible. So your digital human must interact with your user.
People want a human interaction, not a robotic one from an ATM.
Role-playing interactions is one way to ensure the digital human is eliciting the desired emotion from the user. Experimenting with your interactions and expressions helps design input that could be missed otherwise.
These insights help the digital human guide the user’s conversation rather than taking command. It also allows the digital human to make small talk, making the exchange less one-sided.
-
Personalization
Marketers strive to build long-lasting relationships with their customers, so making digital human interactions relevant, seamless, and personal is critical.
Digital human platforms can be linked to a company’s internal database, providing the influencer with useful background information during customer interactions.
Monitoring your digital human’s behavior and interactions with users is part of creating personalization and relevance for your audience.