“Traditional ways of marketing to B2C or B2B have fundamentally changed during the pandemic. In order to deliver effective marketing strategies that deliver a return on investment (ROI), marketers need to redefine the definition of audiences to B2H – Business to Human – taking the whole human, with joy, grief, hopes fears, life challenges and dreams, into account.
“Just as we need to see our team members as entire individuals – based on the evolution of our lives, which has seen […] the home to incorporate a place of work, a school, a restaurant, wellness cave and place to rest. This is the most fundamental change that marketers need to embrace.”
“The power of the purchasing sits firmly in the hands of those who consume our products and services. If our marketing is to succeed, we have to lead with audience-centric digital-first strategies that listen deeply to deliver effectively on what matters to audiences now.
“Importantly, marketers need to embrace digital wholeheartedly, which has been catapulted lightyears in just two, and that the battle of brands takes place online in the first instance. Winning in business means to consider not only the human audience but algorithms too, as a hugely powerful second audience also vying for attention. […] We need to win [them] over with effective content marketing strategies that drive awareness and engagement, to win the battle.
“And, most importantly, we need to understand clearly what matters to our audiences - simply put, we are at a ‘change or die’ crossroads now to deliver truly sustainable brands. Brands have a choice to either actively participate in sustainable stewardship practices or perish as the groundswell of demand from young consumers say, ‘No More’ to brands that ignore their impact on people and planet.”