Many marketers get so caught up in the technique of marketing that they neglect the human element behind it. Ecommerce, despite its digital facade, is an intensely human platform because it’s driven by people buying stuff from other people.
This realization — commerce’s status as a platform of exchange between two human beings — leads me to another observation. If we don’t communicate to people in our marketing, then people won’t respond. If we don’t interact with people, then our efforts are completely useless.
In other words, you need to make your marketing efforts more people-focused and less conversion-focused.