Replacing avatars with EMPATH research

In this episode of The Digital Marketing Podcast, Daniel Rowles speaks with Phil Treagus-Evans, author of the new book Human First Marketing, to explore why now, in a world dominated by AI, automation, and synthetic content, marketers must rediscover their humanity. As generative AI reshapes how content is produced, and digital channels become flooded with bland, algorithmically generated material, brands risk losing the very thing that makes them relatable: their people. Phil offers a timely and practical guide for putting humans back at the heart of your marketing strategy, from customer research to team culture and executive presence. Drawing on his work at Giraffe Social, Phil breaks down a four-part framework for building trust, fostering connection, and standing out in a sea of sameness. If you've ever felt like your content is just noise, or you're posting because you're "supposed to", this episode will help you hit reset. In This Episode: Marketing isn't working like it used to Phil opens with a bold claim, and backs it up with data on ad saturation, trust erosion, and content homogenisation due to AI. What is Human First Marketing? A new approach that prioritises people over platforms, empathy over efficiency, and purpose over vanity metrics. The four pillars of Human First Marketing People: Deep customer understanding and employee advocacy Authenticity: Real voices and honest content Connection: Interactions over transactions Purpose: Strategy that means something — and gets results Why you should ditch customer avatars Phil introduces his EMPATH framework for audience research that avoids reductive stereotypes and leans into emotional understanding, patterns of behaviour, and real team insight. The power of visibility and vulnerability From CEOs posting on LinkedIn to sharing the full journey of writing his book, Phil explains how authenticity builds trust, and drives results. Why trust is the new marketing currency In an era of deepfakes and automated outreach, being seen as real, consistent and trustworthy is the ultimate competitive edge. AI isn't the enemy, lazy AI is Phil and Daniel agree: AI is a fantastic tool, but it's the human decisions around how, when and why we use it that matter most. How Human First Marketing improves SEO As Google leans into E-E-A-T (Experience, Expertise, Authoritativeness, Trust), human-centred content becomes not just ethical, but algorithmically rewarded. Key Takeaways: Human content performs better - Whether it's lo-fi video or founder-led storytelling, people trust people more than brands. Leaders must be visible - Exec comms and internal advocacy aren't optional anymore, they're how culture scales and trust grows. Culture comes first - You can't fake authenticity. If your team doesn't believe in what you do, neither will your audience. Strategy before content - Don't just post because you should. Post with intent, empathy, and impact. There's power in transparency - Sharing your struggles, your processes, and your people builds emotional equity. Use AI as a creative partner - Not a content machine. Challenge your thinking, spark ideas, don't outsource your voice. 📥 Access the show notes, tools, and links at: https://targetinternet.com/resources/human-first-marketing-why-trust-purpose-and-people-matter-more-than-ever