After years of misplaced reverence for technology, marketers are embracing a more human-focused paradigm. We’re increasingly viewing people as our priority. And we’re accurately demoting tech from a silver bullet to an enabler of speed, convenience, and better brand experience.
“Great customer experience in 2018 will come from blending technology with a more personalized touch,” Katz said. People who “combine technology-powered personalization with a human [focus] will be the winners.”
As a marketing technologist, I couldn’t agree more. People are the heart of every digital transformation. Their wants and needs should drive every corporate technology decision.
But too often, organizations make technology the priority — obscuring the real purpose and potential value of their investments. And that’s a shame. It’s wasteful and counterproductive.
No business should invest in technology until it clearly understands how it will affect its customers, its employees, and all of its other stakeholders.
The key question: Whom does it serve?
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