Media & Advertising Daily: Humanity is the Killer App Says Brian Solis

CDw_sOFWgAAmzyT.jpg_largeCredit: Isabelle Mathieu

by Sean Hargrave via Media & Advertising Daily

It’s been a fascinating few days, where the term H2H or human-to-human marketing has come up several times. Reminding marketers that despite all the tools, channel and clever codes at their disposal it’s people they are marketing to, rather than machines, seems to be a major trend at the moment. It was certainly the topic of the best couple of individual speeches I attended this week at the Adobe Summit in London.

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Adobe Summit EMEA: Speak To Humans, Not Channels



by staff


So many “me too” campaigns simply repeat how digital marketers seek to influence people, leaving analyst and anthropologist Brian Solis of Altimeter Group fearing we may have lost sight of the simple fact brands are dealing with people more than apps.

“In a world of machines, humanity is the killer app,” he told Adobe Summit EMEA delegates.

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JDN l’économie demain: Attention au piège des dernières tendances marketing

Nicolas Jaimes, JDN

L’un des plus grands spécialistes en matière de marketing online explique comment les marques doivent appréhender ces nouveaux territoires que sont l’Apple Watch ou Snapchat.

Analyste de renom chez Altimeter, Brian Solis s’exprimera le 4 juin prochain lors de Digital marketin one to one dans une keynote intitulée “Le futur du marketing n’est pas le marketing“. C’est en prévision de sa venue à cet événement, dont le JDN est partenaire, que nous l’avons interrogé. 

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Brian Solis Says the Future of Marketing is screwed…Maybe

Barb Mosher Zinck writing for InsideCXM dissected a recent interview with Brian Solis.


We are surrounded by digital transformation, both personally and professionally, but just because we see it and acknowledge that it’s happening and that we need to adjust accordingly, doesn’t mean we are (and if we are, we may not be doing it right). The focus for the column this week is how marketing and IT need to first think differently, then make the right changes to meet the future (and the present).

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Inc.: 20 Quotes on How Your Business Must Change by 2020

Inc. Magazine published an inspiring article by John Brandon (@jmbrandonbb) that features 20 prominent voices in the future of business and innovation including Brian Solis. He came in at number 1!

20 Quotes on How Your Business Must Change by 2020

1. “Businesses are no longer the sole creator of a brand; it is co-created by consumers through shared experiences and defined by the results of online searches and conversations.” Brian Solis

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AutoServiceWorld: 99% of consumers cite CX as a deciding factor

Brian Solis keynoted AudaVision Toronto 2015 and AutoServiceWorld published a recap with some of his thoughts.


Brian Solis, principal and “digital anthropologist” at the technology research firm Altimeter Group, admits that the rapid change of the past 15 years or so has left many businesses in reaction rather than proaction mode. This will sort itself out soon enough – by 2020, over 50% of our workers will be WIFI-friendly millennials. Once society as a whole is more in sync with high-tech advances, we will be better positioned to plan for success.

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Brian Solis Interviewed in London About Digital Darwinism [VIDEO]

While in London promoting What’s the Future of Business (WTF): Changing the Way Businesses Create Experiences, Brian Solis spent some time with the folks who produce The Digital Marketing Show.

In this short video, he introduces the rise of Generation C and how an era of connected consumerism created the perfect storm for digital Darwinism to accelerate. He also discusses how the future of marketing takes more than technology, it takes a philosophical shift to create meaningful and shareable experiences.

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Small Business Trends: Brian Solis is a Voice for Our New Media Generation

Deborah Shane published a thoughtful piece in Small Business Trends to help entrepreneurs and business owners succeed. In her article, “14 Keys For Creating Your Business Success Story,” Shane referred to Brian Solis as “a voice for our new media generation.”


Brian Solis is a voice for our new media generation. Solis has studied and influenced the effects of emerging media on business, marketing, and culture. His book, “The End of Business as Usual,” explores the emergence of Generation C, a new generation of customers and how businesses must adapt to communicate and reach them.

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Canadian Underwriter: The decisions that you are making on behalf of your customer experience are actually not for your customer at all

On April 7, 2015, Brian Solis keynoted AudaVision in Toronto Canada, an event for North American insurers. The event was held at the Palais Royale on the shore of Lake Ontario west of downtown Toronto. Canadian Underwriter was on hand and published a summary of highlights from the event.

Here’s an excerpt featuring Brian Solis…

Businesses tend to use information technology to improve processes, efficiency, margins and scale, rather than customer experience, suggested Brian Solis, principal analyst for the Altimeter Group, based in San Francisco.

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Brian Solis and Hugh MacLeod Share Why Art and Storytelling Inspire Engagement [VIDEO]

While at SXSW, Brian Solis and Hugh MacLeod joined Trisha Hersheberger and Khail Anonymous on stage in the PayPal TechSet lounge to talk about art in a new era of engagement.

What you may not know is that Hugh and Brian have combined talents and passions for a new project that helps business better engage customers or employees through art and storytelling.

Following this episode, Hugh and Brian released an exemplary ebook, The 25 Most Interesting Things You Missed at SXSW, meant to visually demonstrate how organizations can better engage stakeholders.

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Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

Contact Brian


    • @briansolis Apps generated almost 50% of mobile transactions for retailers who have made their app experience a priority
    • @briansolis RT @Insightpool: “Gen C reps a connected society based on interests & behavior. It isn't an age group, it’s a way of life" @briansolis http…


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  • Brian Solis, Criteo Mobile Commerce
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