Marketing is one of the most powerful forces that can shape a culture, spark a movement and change human behaviour. 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, we’re 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:
Advancing our business goals through shared understanding & deeper connections
An obligation to establish a deeper respect for consumer’s time and attention
Giving people the right to connect freely and in safe and trusted spaces
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.
Original Post Date: August 27th, 2019, by Toby Daniels
Toby Daniels is the Founder and Executive Director of Social Media Week, a worldwide conference and publishing platform in 18 cities that captures, curates and shares the best ideas, trends and innovations into how social media and technology impact our business and society.