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The Human Element of Marketing

Email sent: Jul 31, 2020 1:30pm

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Top marketers discuss making marketing more human and accessible
The Human Element of Marketing
“Communication is merely an exchange of information, but connection is an exchange of our humanity.” –Sean Stephenson
Marketing Insights That Matter

As data continues to play a bigger role in dictating how people work within their organization, it is important never to lose sight of the fact that a marketer’s job is to connect on a human level. Data can be a guide, but you as a marketer need to always be applying a personal view to the work being done.

On Marketing Trends this week, we spoke to Dani Cushion, the CMO of Cardlytics, a digital advertising platform that serves some of the largest banks around the world and offers insights into the anonymized purchase data of more than 140 million people. Obviously data is a huge part of the work being done at Cardlytics, but Dani was quick to point out that the data means nothing if you’re not reaching the right people using the right approach.

“Making sure that we're writing in a way that's human and accessible [matters],” Dani said. “It's so easy to write the way your company speaks, but it's really hard to read something with fresh eyes and to make sure that you're marketing in a way that matters and makes sense. If you have to read something twice, it’s too complicated. ...So how do you really hone your marketing message to something that resonates and is described in a human way?”

And when it comes to writing, there is another angle we must not overlook in terms of accessibility. Joel Horwitz is the Chief Product Officer of AudioEye, and he spoke to us about the importance of complying with the ADA and making the work you do accessible to everyone.

“Sometimes accessibility is viewed as an add-on or overhead,” Joel said. “I think a lot of that has to do with the fact that accessibility for the longest time had been seen as kind of this shift-left idea. Where it was confined— or really thought of — as a development check.

“It's no longer an optional kind of thing that people can be complacent about. People are really waking up to the fact that this is something that they need to build into how they design and release digital experiences.”

For as much as we rely on machines, data and other technology, at the heart of everything marketers do is the desire to connect on a human level. These two marketers are helping to lead the way in that sense, and on Marketing Trends, we will keep talking to the industry leaders who are doing their part. So stay tuned.

And if you have any questions, comments, suggestions or just want to reach out, our email and socials are always open: info@mission.org, Team@MarketingTrends.com or @TheMissionHQ.

Keep staying safe and healthy!

    Marketing News That Matters
    Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.
    That does it for this edition. Don’t forget to listen to the Marketing Trends podcast, and as always, if you have any feedback, feel free to reach out to us anytime at Team@MarketingTrends.com.
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