To this point, the Web has been, by its nature, technology driven. Google is the most successful company of the Internet era thanks to its algorithm, a piece of technology adept at sorting the wheat from the chaff. Most of the leaps and bounds online have been in the realm of technology, whether it’s ad networks deciding marketing message placement by sniffing out users’ prior behavior or finely tuned measurement. Expect more advancement on those fronts, yet a greater emphasis on giving digital marketing a human face.
The algorithm is already getting a human touch with sites like Buzzfeed and Mahalo. Even Google is coming around to this notion by letting users tell it which sites are more relevant to them, a seemingly small step but one unthinkable for the engineer-driven Google just a couple years ago. New tools like Twitter will only increase the drive for people to connect with people, not just faceless entities. This will challenge marketing organizations and agencies, since humans don’t scale as easily as computers. The launch-and-forget mentality will need to give way to a 24 x 7 approach.
“There’s going to a big wake-up call for brands that the real work begins after the launch,” said David Armano, vp of experience design at digital agency Critical Mass. He sees cause marketing via social networks as a useful bridge to brands looking to infuse their mass reach ad tactics with a human touch.