Brian Solis on making business more human

How can marketers stay competitive in the new digital economy? Brian Solis, author of What’s the Future of Business and principal analyst at Altimeter Group, advocates going back to the basics: what customers think, believe and share with others. That, he says, may be the key to marketing principal analyst at Altimeter Group, advocates going back to the basics: what customers think, believe and share with others. That, he says, may be the key to marketing success.

Solis asks marketers to use data to find more meaningful insights about customers and urges us to look beyond metrics like sentiment analysis and instead focus on the customer’s values, experiences and emotions. Armed with this information, he says businesses can become more meaningful, more human and have more impact in peoples’ lives.

So what can marketers do to make it happen? And what benefits will they see? Watch this short video for the answers to these questions and much more: