We all want to stay on top of the information game and become friends with our users. But only focusing on figures and the latest technique makes you forget what marketing is all about, according to Paul Berney.

“The core of what we do must still be the same: How do we solve a problem in the consumer’s life? If we’re not focusing on that, our marketing will never be valuable and work for our customers.”

Paul Berney is specialized in making brands connect with their customers via mobile, but has been in the marketing field ever since print was a big deal. And he thinks the younger and older generations have a lot to learn from each other. Hiring and working with digital natives makes a lot of the work go faster, he says. “But they are also very focussed on tech and data. We need to remember that it cannot replace craftsmanship and creativity.”

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