In this AdAge article http://bit.ly/vAGnEH the writer covers a lot of compelling information about the human element necessary for marketing success today. I have always believed that, but do agree it is more critical now than ever before.

In this club, though, I’d like to discuss what I see in many companies now–they get human via their bloggers, but maybe no where else. Is this enough to sustain them?

@kristi-hines I agree there needs to be a balance. Otherwise it is probably lip-service to the “human element”. And, in all honesty, cultural change is difficult, so if a company is buttoned-up, eventually it will show through.

Perhaps a well-funded company can sustain and with some good products or services continue successfully without integrating the more human aspects fully. But IMHO they leave themselves open to the “upstarts” who get it.

@donpurdum I totally agree, and I think this is not actually “news”. But, what’s different is that social media has truly allowed for these conversations, which is changing the game for traditional marketers.

I think humanization is the reason many small businesses make it–a retailer may be more expensive than a big box, but if you get the service and inforamation you need to make a good decision, you’ll shop there. Added value, and being treated well.

I think blogs offer an excellent opportunity to show our human side and connect as marketers with our audience. But is it enough?

It might be for smaller, niche businesses, but I think the larger more entrenched need more.