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When was the last time you bought a product or a service because you saw it in an ad? Most likely you want to have an experience of the brand first: how it feels, how it looks, and whether someone would recommend it or not.
Marketing is not a clinical operation made up of Excel spreadsheets, logarithms and figures. The people that you’re trying to reach are human beings, and humans need to trust you before they engage with something new.
Automatisation and optimisation will make your marketing more efficient; finding your story will make it more human and relatable.
If you don’t have a story, what do you have?