Helping CMOs Look At The Digital Space From A Human Perspective – Forbes

In a digital-crazed world CMOs must never lost sight of the human touch. Shutterstock

If continually bombarded with data and technology, it can at first feel overwhelming. Despite initially creating confusion soon after its introduction, we then realize the benefits of a new technology. From there, it leads to a new norm, helping us understand our own intentions and behaviors.

At first, we had millions of data points. However, we solved that by creating new marketing roles like that of data scientist. Five years ago, no one knew what that was. Today, you are looked at strangely if you don’t have one on your marketing team. These new marketing team members that take these data points and put them together like puzzle pieces. It reveals a clearer picture that expresses and amplifies what marketers should know and say.

What + Why = How

At least, that’s what Abigail Posner, Head of Strategic Planning, and her team at the ZOO, Google’s creative think tank for agencies and brands, believes is possible. In this role, she shines a unique, humanistic lens on culture, business, and technology that brings a fresh perspective to corporate culture, product development, branding, and marketing. Her quest is to spark novel thinking and lead people to take action.  At Google, she helps advertisers and marketers make sense of human beings’ deep, emotional relationship to the digital space. From there, they help to convert those insights into strategic and creative efforts.

Google’s Abigail Posner Google’s Abigail Posner helps advertisers and marketers make sense of human beings’ relationship to the digital space. Photo by Vincenzo Lombardo/Getty Images

To Abigail, it’s not a jungle out there when it comes to technology, data, and human behavior. It’s been categorized, studied, and displayed to help CMOs see things differently. Her quest is to spark novel thinking and lead people to take action.  At Google, she helps advertisers and marketers make sense of human beings’ deep, emotional relationship to the digital space and convert those insights into strategic and creative efforts.

To help CMOs, ZOO has two teams – Abigail’s Creative Strategy Team and a Creative Effectiveness Team. Together, they take the what (i.e., data) and combine that with the why (why people behave a certain way and react to a particular brand). That gets them the why answer to the equation, which then enables CMOs and their respective brands to know what they should create within that digital space to resonate and engage with their audience.

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