FIGARODIGITAL.CO.UK
AZIZ MUSA, CO-FOUNDER OF
EVA.CO AND DIRECTOR OF CONSUMER PRODUCTS AT FORBIDDEN TECHNOLOGIES
TAKE a STAND We ask marketing experts to
tell it like it is. In this issue, Aziz Musa, co-founder of
eva.co and Director of Consumer Products at Forbidden Technologies, searches for signs of humanity
ne day the Arab bazaars of the Middle Ages - complete with perfumed fruits and excessively polished brass - will return. Every marketing activity we
undertake comes from these humble roots. Today we strive for that human feel, but what we really want is the illusion of humanity. A hundred times a day I glance longingly at my phone for signs of pseudo-humanity. A Tweet, a post, a message – heck, even an email would do at times. Yesterday I arrived
home following a long day of screen-
staring and hand-cranking to something so unreal, so extraordinarily beautiful, so perfectly formed that I felt a jolt in my very core. It was a letter. A handwritten letter. The distinctive swirl of a refi ned fountain pen, the clumsy smudge of paper folded too quickly, the characteristic spelling correction hastily Tipp-Exed out. The contents seemed almost irrelevant as I wondered in awe at the beauty of the written word. Oh, Times New Roman - how you have spoiled us! I began to read: “David needs your support”. Interesting.
GOOGLE SEARCHES BEGINNING ‘HOW TO…’ HAVE TRIPLED IN
THE LAST 3 YEARS. Source: Google
63% OF CONSUMERS NEED TO HEAR COMPANY
BEFORE THEY BELIEVE THEM. Source:
Hunspot.com/Edelman Trust Barometer
CLAIMS 3 TO 5 TIMES 10 issue 23 january 2015
THIS IS THE PARADOX OF MARKETING: WE WANT TO CREATE MORE HUMAN EXPERIENCES BUT ALSO WANT THE BENEFITS OF DIGITAL
SCALE AND COST”
My local politician has decided to refer to himself in the third person. Something was wrong. I turned up the dimmer switch so I could read more clearly and began to doubt the authenticity of David’s words. Indescribable disappointment coursed through my entire being as I realised the printed letter was a fake. A good fake. Complete with smudges, spelling mistakes and corrections. But a mass produced fake nonetheless. This is the paradox of human marketing. We want to create more human experiences, but we also want the benefi ts of digital scale and cost. So we cheat. The answer to the question ‘how can we be more human?’ lies in the question. By actually being more human. More human contact. More human interaction. More human
discussion and debate. Start small. Ask yourself this: Who is your most valuable customer? Have a name? Got a number? Call him or her and thank them for being so awesome. Then repeat.
eva.co
FRUSTRATED WITH WEBSITES WHEN CONTENT APPEARS THAT HAS NOTHING TO DO WITH THEIR
73% OF ONLINE CONSUMERS GET
INTERESTS. Source: Axonn/
Hubspot.com
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