Can Embracing Technology Make Your Marketing More Human?

Kimberly Surico |
 12/04/15 |
2 min read

Screen Shot 2015-12-03 at 9.13.10 PMYou’d think with all the technology available, marketing automation would be a cinch by now – done with a push of the “easy” button. And yet, automated marketing solutions remain at the top of every marketer’s holiday list this year.

But, is that such a good thing at a time when consumers are demanding more personalized messaging? Where technology exists, is humanity lost?

That’s what professional marketers will be talking about at this year’s iMedia Agency Summit being held in Scottsdale, Arizona on December 6-9.

Creative guidance

The industry summit, which attracts hundreds of marketers from around the world, will focus on marketing automation and the “effective deployment” of technologies – such as data and customer relationship management systems, targeting solutions, and analytic tools.

Panels of experts will discuss how to effectively use technology to free up marketers to do what they are supposed to do: come up with creative ideas and strategies for their clients. Industry experts will also discuss how to avoid killing “creativity and humanity” through mindless use of technology.

NetBase senior director of product marketing, Chris Leet, will present a discussion on the increasing need for personalized marketing as a brand differentiator, and what technical solutions are available to marketers currently. Part of the answer lies in creatively using social listening to discover new audience segments, or micro-targeting.

Using technology to become more human

What does that get you? The ability to engage more people at the human-to-human level – by giving them not only the content they “like” or “follow,” but the content they need and are passionate about. All in real-time.

Because social media success for brands is no longer just about building an audience, but understanding and engaging that audience.

To make sense of how to do that, Chris will introduce NetBase Audience 3D™ (A3D) and share how our newest innovation takes social analytics to a deeper level. He’ll offer a look at beta customers like 7-Eleven, Inc. and Taco Bell, who’ve already used A3D to get amazing results.

He’ll also share our social insights about the upcoming release of Star Wars: The Force Awakens. Whatever assumptions you have about the “typical” Star Wars fan, prepare to be surprised. And then to apply that lesson to your own audience assumptions.

The perfect pairing

And that’s where technology really shines – in allowing you to let go of assumptions and rely on social data instead. Then you can truly connect (like a person) with your audience. It’s not about one or the other – technology vs. humanity – it’s about how one enhances the other.

We’re excited to share how NetBase’s technology can bring out brands’ and marketers’ human sides. And we hope to see you in Arizona!

Can’t make it to iMedia Agency Summit? Reach out to learn more about how Audience 3D can make your marketing more human.

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