According to a recent study by our network, Worldwide Partners, and the Global Web Index across 46 global markets, we’re already there.
People are relying on technology more and more to stay connected, but at the same time, they’re feeling more resistant to it. This dichotomy leads to a feeling of unease that the WPI study calls, ‘Tech Angst’. And so, as much as technology has enabled innovative marketing, it has also inevitably created a barrier between the consumer and the brand.
As marketers, if we fail to respond to consumers’ growing pain points around technology, our products, services, and messages risk becoming out-of-touch, disengaged, and ultimately, irrelevant to the consumer.
In a world of an excess of on-demand choices, brands need to deliver a Human Experience in order to create more effective marketing.
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