Brian Solis Talks to DOZ – Part Three: How to Humanize Marketing

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If there’s a discussion about the nexus of tech, marketing, and future trends, one name will always come up: Brian Solis. The Altimeter Group consultant and futurist is well known for his ability to describe, explain, and predict the shifting sands of the internet-powered world. Most recently he was in Austin, Texas, for SXSW where he opined on the most-talked-about application of the event, Meerkat.

The live streaming of media and the chance for every smartphone to be its own broadcast studio that Meerkat embodies is just part of its appeal. Solis highlighted how the app also serves as an example of collaboration in practice, telling CMS Wire that this trend is driving big changes in the way we work, play, and live. “Collaboration platforms give us the ability to connect our people and information together anywhere, anytime, and on any device,” he said, but noted that even apps like Meerkat have some limitations.

“Its reliance on Twitter exposes a weakness for the app to maintain long-term scale,” Solis told CNN Money. “It needs to also ensure that content producers and content consumers find one another.”

It’s been said that when Brian Soils talks, people listen – so it was no surprise when CNN reported that the Meerkat team had reacted to warnings from Solis and others on its business model.

Meerkat needed to react swiftly. And it has. Meerkat’s team of 11 has since built out an in-app search function and web landing pages to make it easy for users to find and follow each other.

When we sat down with Brian Solis recently it wasn’t to talk Meerket, but marketing. Having already given his take on trends in marketing and what he believes the future of marketing is likely to be, in this third part of our exclusive interview he explains how to humanize marketing. Localizing, humanizing, and ensuring cultural compatibility in marketing represents a “tremendous opportunity” for brands, according to Solis, and moving beyond mere translation of marketing campaigns and into real culturally relevant marketing is a great opportunity for any brand.

If you missed part one and part two of our interview with Brian Solis you can catch up on the DOZ YouTube channel.

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