Techno Sapiens: Uncovering Marketing’s Missing Link
In this guest post, freelance strategist Dan Machen (pictured below), says the battle of man and machine (technology) is fast heating up in agency and marketing land, but he argues, it needs to be a partnership not a war…
Noah Yuval Harari’s books Sapiens and Homo Deus explore humankind’s growth in tandem with our use of technology. Harari says that Sapiens shows us where we have come from, and Homo Deus shows us where we are going. But he skipped the tricky bit. There is a missing link – ‘Techno Sapiens’ – or where we are now.
As the UK’s Institute of Practitioners in Advertising (IPA) today calls for a moratorium on micro-targeted political ads, agencies and brands worldwide are wrestling with the issues of humankind meets machines. Marketers must get hold of technology now, to use it empathetically, ethically and effectively in future.
As a job-hunting Brit, new to Sydney, I’ve been struck by similarities even though I’m supposedly a world away from the UK. They include:
- A sense of decency and a fair go that dominates UK and Aussie culture and successful creative campaigns.
- A real sense that agencies and brands need to build brand value ‘top to bottom’ and ‘bottom to top.’
- A serious concern that our current use of technology respects little of what we value above.
We need to get hold of technology for sure, but where is the root of the problem? Cambridge Analytica? Facebook? That’s a start but we need to look deeper – it’s a people problem.
In Sapiens, Noah Yuval Harari perfectly predicts the tug-of-war we are witnessing between man and machine. Talking about biological possibilities versus cultural permissions he says: “Biology enables, culture forbids.’ Biology is willing accommodate a very wide spectrum of possibilities. It’s culture that obliges people to realise some possibilities while forbidding others.”
Swop the word ‘biology’ for ‘technology’ and it perfectly reflects the murky creek we find ourselves up. The Cambridge Analytica shocker that rocked people around the world is a perfect example of ‘technology enables, culture forbids.’ (Or more realistically in this case, technology enables, culture turns a blind eye, culture sh*ts itself, culture forbids.)
But let’s cut the crap and be adult about this for a minute.
Just as humankind explored every facet of what’s possible in biology, so it will be with technology. Yesterday’s NSA scandal, becomes today’s Facebook Scandal, and will no doubt be tomorrow’s Amazon Echo scandal.
In thrall of all our tech toys, it’s inevitable humankind’s grasp will exceed its reach. But we will reach. It’s human nature. It’s also entirely right and appropriate that collective culture obliges us to realise some possibilities, while forbidding others in future.
While CA was found guilty with Facebook a henchman by association, we are all complicit in being too free with our data online. We sweep permissions aside – ironically to get to that psychology quiz to find out how well balanced we are. It’s what is then done with that data that is the critical point for collective debate and action.
I’d argue the Cambridge Analytica scandal actually has some positives. It was significant and serious enough to wake up the world on the need to look at where we are. With the great power of ‘Techno Sapiens’ comes great responsibility.
The challenge now is what do we do about it?
In global terms, this means redressing how culture permits the use of the data people share online by intermediaries and companies. In marketing terms, we’ve equally got to get to grips with how this big stuff impacts what we do day-to-day.
It’s great to see thought-leaders like the IPA get out in front of this this debate with a call to ban micro-targeted political ads. They are also grown up enough to not make this a backlash on micro-targeting per se.
The IPA’s lead to move beyond the malaise and get to the ‘magic in machines,’ echoes what I recently saw at South by Southwest (SXSW). Simply put, this can be distilled into 3 Es – Empathy, Ethics and Effectiveness. I think these three areas are good rules of thumb for how we can start to approach the challenge of where we are, in practice:
Empathy
If where we have been is human vs. machine, we now need to consider humane + machine. Empathy is a critical mind-set to change to get to where we need to be. Or to paraphrase that wellspring of philosophical wisdom – Jurassic Park – ‘just because we could, doesn’t mean that we should.’ As Zuckerberg recently said from his Congressional naughty step, ‘we have to start about thinking about how we can use these technological tools for good’. We need to move beyond dark patterns of triggering a knee-jerk response and look at how we can use tools to optimise choices. This is key to long-term brand value verus short-term spikes.
Ethics
The world has had two serious wake up calls on data exploitation. Unethical use of audience data can seriously erode shareholder value. These two words are the language of proper corporate response. Smart brands and agencies will move ahead of what’s required and step up to new regulatory benchmarks such as Europe’s GDPR. GDPR could well be adopted further afield to give people better protection and allow them to make more informed choices about how their data is and isn’t used in particular.
Effectiveness
There needs to be a wholesale move away from murky digital practices. Based on what I am hearing across Sydney, agencies and brands are sensitive to increased transparency and genuine qual versus quant measures on digital activation. Unilever’s Keith Weed recently describing social media as “little better than a swamp” particularly underscores this. It’s great to see the likes of Havas moving towards greater transparency in the programmatic buying space and also new media contender Truth using block chain to give complete understanding of budget allocation versus digital media spend.
Overall, we while where we have been and where we are going next is all very educational and exciting, but we must deal with the missing link – where we are now. If we can move beyond the distraction of today’s headlines and see this as a wider function of humanity’s maturation with tech we can start to make progress.
Ultimately, finding the magic in the machines tomorrow, hinges on our ability to really get to grips with this today. This comes down to changing practice and refocusing on empathy, ethics and effectiveness. Only then will we start to realise technology’s value bottom to top in marketing and more importantly for humankind.
Latest News
Allied Nabs Nicola Gold From Pico International Dubai
Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC, brand experience, effective immediately. Gold assumes a pivotal role in building the Brand Experience offering as part of Allied’s strategy to develop a truly integrated full-service […]
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.
Anthony Ellis Promoted To CEO Of Publicis Media Exchange
Anthony Ellis takes the opportunity to thank the office fern in his press photo following recent work promotion.
Indigenous Stars 3% & Jessica Mauboy Fuel New Supercars Campaign Via WILDCARD
Jessica Mauboy brings the tunes to new Supercars campaign. Meanwhile, Shannon Noll promises a revenge best served cold.
Nine Launches New Look Olympic Experience 100 Days Out From Paris 2024
9Now rolls out Olympics push, but can it bring Aussie gold in handball?
Must-Watch Marketers At Cannes In Cairns!
Is there a better conference agenda than Cannes In Cairns, we ask? Sure, Captain Feathersword yet to put pen to paper.
Retail Media Demands A New Organisation Dynamic
There's no denying retail media's become adland's hot button topic du jour. Much like tomato being the soup du jour.
News Corp & NRMA Unite For Urgent Action To Fix Notoriously Dangerous Bruce Hwy
A top road safety initiative from News & the NRMA. If they could turn their attention to potholes next would be ideal.
Facebook And X Ordered To Remove Sydney Church Stabbing Video; Meta Swiftly Responds, X ‘Too Busy’ To Care
Tech giants ordered to stop running video of Monday's church attack. Not that it's bothered most major news sites.
Tara Ford To Serve On Titanium Jury At Cannes Lions
Monkeys seemingly ruling themselves out of back-to-back Titaniums, as agency ECD takes up Cannes red pen & clipboard.
“Be Like A Skunk At A Garden Party”: Author Patrick Radden Keefe On Investigating Pharma
Patrick Radden Keefe (pictured), author of global bestseller, Empire of Pain, talked to B&T‘s Nancy Hromin at the Samsung Jaipur Literary Festival about reputation laundering, aggressive marketing strategies and the privilege of still being able to practice pure journalism and be paid for it. Keefe’s in-depth reporting in publications such as The New Yorker and […]
Stuart Archibald Departs Half-Eponymous Agency, Archibald Williams
Stuart Archibald departs Archibald Williams after 12 years. And, no, it's not for golf & bowlo club-priced schooners.
B&T’s Campaign Of The Month Wrapped: Queensland Health’s Frightening Skin Cancer Campaign, Via CHEP
Queensland's beautiful one day, perfect the next but there's still lots that can kill you - crocs, skin cancer & XXXX.
TV Ratings (15/4/24): Amidst It All, Seven News Is The Most-Watched Program In Australia
Network 10 may have had a win in the courts yesterday but, alas, it appears viewers heard all about it on Seven.
Even More Cairns Crocodiles Awards Judges Added As Entries Go Gangbusters!
Cairns Crocodiles assembling ominous judging panel that just so happens to coincide with B&T's office sponge bake off.
“Bias Influences Who & How We Appoint”: Aimee Buchanan On Why Diversity In Leadership Matters
When Aimee speaks, B&T goes full Vanilla Ice: "Stop collaborate & listen, GroupM boss back with a brand new invention."
Dove ‘Won’t Use AI To Represent Women’ To Celebrate 20 Years Of ‘Campaign For Real Beauty’
Yet again, Dove pioneering the adland zeitgeist but ignores current clamour around AI, thank god.
Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
Here's an excellent multilingual AI initiative that will hopefully allow us all to finally comprehend drunk Irish people.
Gate 7 Bolsters Visit California & Brand USA Teams
Travel marketer boosts its team for its US destinations. Any talk of the Aussie dollar remaining strictly off limits.
Mediahub Snares Linda Fagerlund From Carat
Mediahub nabs Carat's Linda Fagerlund after reportedly dangling a large carrot or similar root crop vegetable.
BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
More evidence two brains are better than one comes these two promotions. After all, a third brain can cause tensions.
QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
No one's looking forward to Paris like B&T. We're particularly excited about watching countries who detest one another.
Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
Publicis rings the changes with three new appointments. No wonder, given it got all that new biz money last year.
Slew Of Promotions & A New Hire At History Will Be Kind
It's promotions & new recruits at History Will Be Kind. Plus the inevitable angst for staffers who didn't get one.
Latto “Talks Snack” With Menulog Via Thinkerbell
Do Aussie agencies think ads with Americans makes us want to eat more? The food deliverers appear to think so.
ING Invests In Finance Partnership With Seven
Seven amps up its finance coverage in latest partnership. Sadly, it's not bringing Kochie out of the cryogenic freeze.