The increasing use of automation and artificial intelligence (AI) has driven lightning-fast progress, but the speed of change risks removing humans from the loop. We explore how the marketing industry must also focus on the primary reason for digital engagement: human response.
Against a backdrop of a global pandemic, rapid climate change, rising food prices and the spiralling cost of living in many parts of the world, today's digital marketing technologies must evolve to meet very different demands to those of just two years ago.
We've seen the concentration of what would usually be a decade’s worth of development into just 24 months. The increasing use of automation and AI has, to a large degree, driven this lightning-fast progress, but brings a significant danger too. That the speed of change risks removing humans from the loop.
The role for humanity in digital marketing has never been more pressing. Yes, technology’s ability to scale, respond rapidly and deliver messaging more effectively are all plus points, but the marketing industry must also focus on the primary reason for digital engagement: human response. Machines, even intelligent machines, help audiences to make sense of what we see but they can’t tell us how we feel. While technologies are able to deliver messaging more effectively, this doesn’t mean that they deliver more effective messaging.
The more progressive brands and agencies in the world are aware of this. For instance, CMG Digital is relaunching this week. The agency, based in Croatia, with a presence in the UK and the US, has evolved a new positioning focused on putting humanity back into digital.
CMG Digital is unfurling its new ‘B2H’ (Business to Human) banner as a reflection of its belief in human-focused digital marketing. The agency will concentrate on bringing this to life through real, serious ways of understanding digital sustainability, inclusivity and the role of digital in building consumer engagement over time. Based on appreciating the role of content in developing the relationship between brand and consumer when consumers are faced with an ever-increasing range of choice.
The agency, which works with some of the world's largest FMCG and pharmaceutical brand owners (including Procter & Gamble and GlaxoSmithKline) backs this vision with real-world initiatives of its own, focused on introducing humanity into the heart of what it does. For example, its mental health program called MindGiving provides a series of ongoing activities for all its people. There is also a strong commitment to gender balance at the business (two-thirds of senior management roles are held by women, and 55% of all positions at the agency).
CMG Digital's president Ana Tolić, is confident that the new ‘B2H’ focus will provide a statement of intent to forward-thinking companies and brands – that digitization is a means to an end, rather than an end in itself. “Over the course of the pandemic the lightning-fast adoption of digital meant the space quickly became inhuman and cold.
