Marketing Best Practices

The Technical Side of Human-to-Human Marketing

Meg Cannistra By Meg Cannistra May 23, 2016

Since the beginning of time, there’s been an underlying tension between technological advancements and human connection. History has shown that, as technology grows and develops, we often start to lose sight of our humanity. Stories, emotion, and relationships are often lost as we strive for technological greatness.

This is particularly true in the marketing world. The internet is a great example of how unaware some brands are when it comes to the relationship between technology and humanity. No one likes being inundated with irrelevant banner ads on articles or pre-roll ads on videos. People aren’t machines. We want to be connected with each other by stories and emotion, not wires and gadgets. That’s why campaigns driven by compelling and personalized content have been widely praised by audiences—we want a balance between new technologies and human connections.

Advancements in technologies like VR, interactive content, and wearables are fascinating from a format perspective. But if brands want to utilize them to reach their audiences, they’ll need to think about how to convey meaningful human stories using them.

People are driven by stories. We crave them, but we also strive toward creating and using new technology. These tools are meant to help us connect and, in order to achieve this, we must continue to keep story at technology’s core.

Check out this eBook, made with our friends at Column Five Media, to learn about the technology guiding the evolution of content marketing, and the human stories that turn these tools into bridges for brands to connect with their audiences.

Interactive eBook: The Evolution of Human Connection


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