We have sophisticated technology at our disposal and we’re able to collect mountains of data in a world where 4.5 billion people are digitally connected.

But that’s not what makes marketers most effective. While technology has an important role to play in connecting us, we seem to have lost touch with the key element of success. It’s a different kind of connection that’s missing.

Our customers are human and we need to connect with them on a human level. Yes, we can reach them easily and gather data on them but that’s not enough. Genuinely understanding our customers, and their cares and needs, can form emotional bonds between brands and consumers.

These emotional connections drive buyer behavior. They create and enhance the customer experiences that consumers crave and brands are struggling to provide.

You need to establish those emotional connections and use them to power the experiences that your customers are looking for.