The biggest challenge for marketers in this digital age is to get inside the heads of their customers, said Marketing Profs chief content officer Ann Handley.
"How do we create the type of content, the type of marketing, that our customers will thank us for," Handley states. "It's not about marketing from a corporate viewpoint, it's very much putting yourself into the mind of your customer."
Handley spoke at the AOL Canada Conversation Studio during last March's Dx3 Canada conference in Toronto.
By the time a customer comers to a company, they are 70 per cent sure they are going to buy your product, she explains. "That means you have to be creating stuff that is educating people about what you do, you have to be inherently more human."
Handley says in order for companies to crack this challenge, is to tap into their passions whether it is video, a podcast or some other medium.
Watch the complete video above