Simon Mainwaring: 'Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.'

Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange.

At first glance, Simon Mainwaring's quote, 'Find the human in the technology. The currency marketers trade in has not changed even if the methods have. Emotion is what we exchange,' may seem like a simple reminder of the importance of connecting with people on a personal level. In a straightforward interpretation, Mainwaring suggests that regardless of advancements in technology and changing marketing strategies, human emotions remain a constant and crucial factor. This resonates with the idea that marketing should appeal to the emotional needs and desires of consumers to create powerful connections. However, delving deeper into this concept opens up a philosophical exploration of the relationship between technology, emotions, and our human experience.In a world driven by technological advancements, we often find ourselves consumed by the allure of digitization, automation, and artificial intelligence. Advertisements bombard us with promises of convenience, efficiency, and productivity. But in the midst of this hyper-connected era, it is easy to forget that behind every device, every interface, and every algorithm lies a human being with a rich tapestry of emotions and experiences.While consumers may be enticed by flashy gadgets, it is ultimately the emotional connection between marketers and their target audience that drives successful campaigns. It is the ability of marketers to find and tap into the inherent desires, fears, aspirations, and joys of individuals that truly influences purchasing decisions. By resonating with the human emotions and values that transcend technological innovation, marketers can forge authentic relationships and establish trust.An unexpected philosophical concept that aligns with Mainwaring's quote is existentialism. Existentialism explores the individual's search for meaning and authenticity in a world increasingly dominated by technology and impersonal interactions. In this context, finding the human in technology takes on a deeper significance. It becomes an exploration of how we, as individuals, retain our identity, emotions, and connections in an age where machines seemingly mediate our interactions.Existentialist philosophers, such as Jean-Paul Sartre and Albert Camus, questioned the impact of technology and modernity on the human experience. They emphasized the importance of authenticity, personal freedom, and responsibility. In this context, 'Finding the human in the technology' can be interpreted as a call to prioritize and preserve our humanity amidst the overwhelming influence of technological advancements.In contrast, the quote highlights the essence of emotional connection as the currency of marketing. It reminds us that behind every transaction, there is a complex web of feelings and experiences shared between individuals. Emotion is not a variable that can be quantified or coded into an algorithm; it is the intangible force that defies rationality and guides our decision-making processes.As marketers, understanding and tapping into these emotions is crucial. Products and services become imbued with meaning, capturing the consumers' hearts and minds. It is through emotional experiences that brands can stand out amidst the noise, creating lasting connections and loyalty.In conclusion, Simon Mainwaring's quote encourages us to remember that behind the technology we use and the marketing strategies we employ, the emotional needs of individuals remain constant. By finding the human in the technology, we can forge meaningful connections that transcend the superficialities of digital interactions. Furthermore, contemplating this quote in light of existentialist ideas prompts a reflection on the preservation of our humanity in the face of technological advancement. As marketers, understanding and embracing the power of emotion allows us to create authentic and impactful campaigns that resonate with individuals on a deeper level.