The Future of Marketing will be Human-First and Experience-Driven (Part 1/4)

Marketing is one of the most powerful forces that can shape a culture, spark a movement and change human behavior. However, as marketers, we have lost our way in recent years.

More than 10 years ago we were given the gift of Social Media; the means to be able to deepen a connection with consumers, understand them and tailor opportunities that would enrich their lives and introduce a more human element to marketing.

Instead, we’ve squandered this opportunity. We chased reach and scale and vanity metrics, we created technologies, algorithms, and content that was designed to distract and interrupt and we created an online environment that promoted narcissism and divisiveness. For what? So that we could sell more stuff? To attract more eyeballs? To peddle more advertising?

As marketers, we have to do better. We need to get back to the fundamentals of what makes marketing a force for good in the world and today, I am excited to announce our theme for 2020: HUMAN.X

HUMAN.X, will explore why businesses will need to take a human-first and experience-driven approach to digital marketing in 2020 and beyond. It is underpinned by three fundamental concepts:

• ATTENTION REVOLUTION: An obligation towards having a deep and profound respect for people’s time and attention
• EMPATHY ECONOMICS: The business of seeking a deeper connection with your audience through understanding and shared experiences
• PRIVACY MATTERS: Giving people the freedom and space to be themselves and connect and communicate more naturally and safely

HUMAN.X will serve as a blueprint for leaders who are looking to redefine what marketing will look like in the future.

The overarching goal will be to support ideas, campaigns, and brands that embody a human-first approach to creating digital experiences, which is not only good for business but will advance us as a society and culture.

As always, I'm very interested in hearing your thoughts on our theme, so please leave your feedback in the comments. In the coming days and week's I'll be publishing additional articles that aim to unpack the three concepts further and will be looking for more feedback!

Learn more about this as part of Social Media Week's 2020 global theme: HUMAN.X and help us establish a human-first, experience-driven approach to digital marketing. Feel free to reach out to me here or leave a comment if you have feedback, thoughts or would like to participate in our 2020 program.

Also, check out other articles in the HUMAN.X series:

The Attention Revolution: We Have an Obligation to Establish a Deeper Respect for Consumer’s Time & Attention (Part 2/4)

Empathy Economics: Advancing Your Business Goals Through Shared Understanding and Deeper Connection with Your Audience