TRAFFIC
SECOND THAT
EMOTION
With tech and automation driving more of the marketing process, content
marketers must not lose sight of the human at the heart of the strategy,
writes Adrian Niculescu
ONE OF THE QUESTIONS
I’m asked most after speaking at
conferences and events is: “What’s the
next big thing in the coming year?”
Because this issue will appear in
October, I wanted to address this subject
from an unexpected angle. Why? Well,
I’m the kind of guy that reads a lot of
books. I love doing that but at the same
time I teach, coach, write, speak based
on my practical experience – the wins
but also the failures.
We are living in demanding times
and the business landscape is more
competitive than ever. My focus is on
delivering massive value, actionable
steps and strategies that can be applied
the next day. You can have the best
information but it is only potential
power. It becomes actual power only
when it is applied.
As marketers and sales people, we
are always on a quest to find the next
Facebook, the next e-mail delivery
system, CRM, automation platform,
bot or robot. This is normal, by the
way, but we can forget things beyond
technology: our end customer, potential
business-to-business representative or
developer affiliate. We are targeting a
human being who sees the beauty of
the world, hears the drums of nature,
smells the flavours of our planet, tastes
Lisbon’s amazing food and touches
and feels the curves of reality. In a
nutshell, they have these five senses
and even if one of them is lost it is
immediately replaced by one of the
others, which is enhanced. We see
amazing developments in robots “using
AI but there is a long to go before they
“During the heyday
of MySpace, who
could imagine that
in few short years
Facebook would
transform it into a
virtual ghost town?”
match our senses. I love the technology
but it comes on top of the basics – and
we need to start from there.
During the heyday of MySpace,
who could imagine that in few short
years Facebook would transform it
into a virtual ghost town? Maybe next
year Bitcoin will no longer have 50%
of the market and users will migrate
to Etherium, Cloudcoin, Ripple
or Electroneum. Blockhain could
become a fad and be replaced by better
systems, such as Raida. Something
better than iOS or Android will be
invented. Humans are creatures of
habit and once we move on from one
thing to another it is usually a one-
way journey. As marketing and sales
people, we must be ahead of times;
we must sense these movements and
adjust our communication, business
strategies and systems to embrace
those changes. Next year technological
progress will be faster again and the
current compressing of decades in
years and years in months will be
iGB Affiliate Issue 71 OCT/NOV 2018
19