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Finally! Technology Becomes Human

  |  March 29, 2013   |  Comments

How we can once again connect with our consumers based on their personal motivation, rather than the device specifics and buttons they push.

In the old days, conducting a marketing campaign was fairly simple. Driving results was based on influencing your prospective buyer through some form of media seen throughout her day. This media could have been the Internet, TV, radio, in-store, or even outdoor.

And then, along came the smartphone and the tablet and our world was changed forever. We became a world obsessed with marketing less to humans and more to the technology device they had with them. Marketing programs lost their personal edge and strived to become a mention on a device commercial for an app. For as much as technology helped boost accessibility for marketers, it also decreased the human touch we used to include. Had the word "technology marketing" actually meant that marketing to technology and about technology had really overtaken any human marketing we had been doing for so many years?

Yesterday, while doing some research I came across an article from Harvard Business Review that gave me back my hope in marketing to humans. You can see the preview here.

This article leveraged data from a "Seven Shades of Mobile" study, conducted by InsightsNow for AOL and BBDO in 2012 where 24 users completed a seven-day diary and in-depth interviews, 1,051 U.S. users ages 13 to 54 were surveyed, data on 3,010 mobile interactions were collected, and the mobile activities of two-thirds of those users were tracked for 30 days.

Finally! Technology becomes human. This article does a brilliant job of taking the seven reasons why someone uses technology and relating it to human activity. These seven reasons are:

  • Self-expression
  • Discovery
  • Preparation
  • Accomplishment of a task
  • Shopping
  • Socializing
  • "Me" time

This insight could very well help change the way we have been marketing our magazine apps, digital content, and products in our tech-driven world forever. Now, we can better integrate with the behaviorally driven techniques, tactics, and funnels that have built industry empires. Once again we can connect with our consumers based on their personal motivation, rather than the device specifics and buttons they push.

I was very excited to see this article and am a huge fan of this approach. I hope you are as well.

Robots image on home page via Shutterstock.

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ABOUT THE AUTHOR

Jeanniey Mullen

Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.

Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.

One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.

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