Shifting the Conversation from Advertising to Marketing

Brands have to show they want to truly connect with people rather than just reach them

By Tammy Ammon

To be sure, technology and online regulation are top of mind for brands and organizations. But they shouldn’t overshadow the needs of people. That means marketers must get to know their audiences — and not just on an insert-first-name-here basis, but in ways that will legitimately help to inform how brands create memorable customer experiences.