More details: Visit websitePaul David is Founder ⁘ CEO of Literal Humans, a strategic growth partner for tech-for-good companies, B2B SaaS startups and nonprofits.
Authoritarian powers are on the rise. AI is swooping in to take white-collar knowledge worker jobs. Climate change is sweeping communities away with supercharged hurricanes, floodwaters and wildfires. The role of deep and purposeful human connection amid this literal and figurative perfect storm of circumstances has never been more crucial.
Agencies today navigate a landscape where data-driven insights and automation are integral, yet the essence of meaningful engagement still lies in human-to-human (H2H) interactions.
H2H marketing understands that powerful metrics are achieved through authentic connections, not in spite of them.
When Nike's "Nothing Beats a Londoner" campaign captured London's unique sporting culture through hyperlocal references and authentic accents, they weren't just creating cultural resonance—they were driving measurable business results. After the campaign launched, there was a 93% increase in London searches for Nike products.
The H2H approach demands we stop reducing people to data points and conversion opportunities. Instead, user journeys should map emotional touchpoints alongside functional steps, capturing not just what customers do but how they feel.
Despite what feels like a descent into post-truth anarchy, values remain timeless. This isn't about virtue signaling.
No comments:
Post a Comment