Humans are social creatures; this is something we all know and understand. But last year, at the Pivot conference in New York, I had the pleasure of interviewingScott Hebner (VP of Social Business at IBM) and friend Kare Anderson (author, speaker, columnist and coach) on a main stage appearance about how human behavior fits into the context of social marketing. Given that humans consume socially, where is social marketing headed as it matures?
What emerged was exciting. According to Scott, the future of social marketing involves “human sensory building”, and weaving this into the marketing experience at each stage of the customer lifecycle. I agree and also believe that directly relatable experiences that human senses bring to social situations will change how we consume information.
