Technology is a driving force of marketing, and its role is poised to scale in the future, empowering marketers to create ever-more-personal experiences that connect consumers to brands and products.

A personalized approach is important for attracting and retaining customers, but what’s lost is the human connection. Instead of completely removing humans from the equation, incorporating human insights and creativity can improve how you act on the data and glean important insights to create more personalized experiences and a competitive edge.

Move past data

Organizations have access to more data than ever before. As new technologies capture and analyze data, the volume will only increase. Brands and marketers will have more and more information, giving them the vital data to create messaging that resonates with customers.

Unfortunately, data on its own is without context. No matter how much data we have, we still need humans in the mix to provide an intuitive touch.

Consumers are driven by a lot of different factors, even day-to-day issues, such as sleep quality, stress levels, mood and environment. As these factors fluctuate from one day to the next, they can dramatically impact purchasing decisions.