The Marketing Companion

Scaling human-powered marketing

Sep 25, 2023

Mark Schaefer and Dennis Yu explore human-centered marketing in the digital landscape. They discuss the importance of understanding customer preferences, prioritizing customer care, and leveraging technology. They also explore verticalizing and horizontalizing in marketing, the challenges of honesty, building a community, and communicating value.

37:57

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Episode guests

Dennis Yu

Mark Schaefer

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Episode notes

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Quick takeaways

Customer-focused marketing is essential regardless of the latest technology or AI trends.

Businesses should focus on specific markets or communities to create a sense of belonging and foster strong community connections.

Deep dives

Stop doing what customers hate, focus on what they love

In the podcast episode, the speakers discuss the importance of understanding what customers love and avoiding practices that customers hate. They provide an example of Marriott's soap dispensers, which made it difficult for customers to identify different products. The speakers emphasize that being customer-focused is essential, regardless of the latest technology or AI trends.

Introduction

3min

Athletic experiences and exploring human-centered marketing

3min

Customer Focus in Marketing

5min

Verticalizing and Horizontalizing in Marketing

14min

The Challenges of Honesty in Marketing and the Commitment to Doing the Right Thing

4min

Building a Community and Communicating Value

9min

As marketers sort through the new bag of AI magic tricks, it's important to stay centered on real value and the human connection at the center of marketing. In this episode, Mark Schaefer and Dennis Yu take a fresh look at the Human-Centered Marketing Manifesto and debate its relevance in the new digital landscape

Mark Schaefer is a strategy consultant, college educator, keynote speaker, and the author of 10 books including "KNOWN," “Belonging to the Brand,” and "Marketing Rebellion." His annual marketing retreat is The Uprising.

For more of Mark’s insights every week, subcribe to his award-winning blog.

Mark also offers classes in personal branding and professional speaking.

Dennis Yu is on a mission to create a million jobs by training up international workers to serve American companies. Former search engine engineer who has spent a billion dollars on ads. Best-selling author and speaker.

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The Marketing Companion

Scaling human-powered marketing

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Stop doing what customers hate, focus on what they love

Technology should benefit customers without being invasive

Choose a market space and nurture a community

Earn the invitation, don't interrupt

Remember Everything You Learn from Podcasts