While marketers are enamored of technology, it is important to keep a certain perspective on why you use technology in the first place -- to reach out to customers and prospects, all of whom are human. That's why Daniel Burstein's post in the MarketingSherpa Blog is so powerful. "People don't buy from websites, people buy from people," writes Burstein. "Remember that everyone behind the technology is a real, complex human. And everyone on the receiving end is a real, complex human with hopes and fears, needs and wants, goals and pain points."
Burstein goes on to discuss "five examples of how to bring the humanity back to marketing." They include discussions of such key ideas as "Engage with influencers," "Talk to one person," and "Be real, not perfect." Burstein shares excellent examples for each of these five ideas.
Marketers cannot afford to lose sight of the end goal: To be authentic, a brand needs to approach humans on their own terms, as humans. This is why "humanity" may well be the watchword in 2018.
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