For many professionals, the world of communication in which they entered a few years ago, probably no longer corresponds to the one we know today.

In-career learning has become the norm. Different sectors and markets can lead communication and marketing specialists to follow different career paths. Depending on their experiences in B2C or B2B, we, the experts in the field must learn to live in a culture that has a set of standards and its own jargon. Changing businesses or markets can become an absolutely frightening thing to do for some.

If you have never heard of communication or marketing and you find yourself in a party full of communicators where you ask them “What are you doing in the field of communication? “You will certainly have a good fifty different answers and may even seem completely limitless: product marketing, content marketing, marketing writer, social network marketing specialist, marketing analyst, public relations specialist … and these are just some examples from the existing mass. Invasive technology can be used in the field of communication, the answers will be more and more varied. I see very well coming in the years to come the specialists in marketing data, the specializations of marketing automation and company …

The possible degrees of specialization may seem to offer the communications professional a vertiginous range of choices. But the harsh reality is that more general communication roles are becoming more and more rare.

One of the consequences of this hyper specialization is that communication experts can become familiar with processes such as technology, data, automation … but what good is it if you lose sight of  what is the most important ? The human.

To lose sight of the central point of the profession is to become blind. You can find yourself in a world full of deadlines, tasks, campaigns, projects, but it’s gnawing at you … You’re completely absorbed in your area of expertise, the human, because you do not have anymore opportunity to engage with him for him.

In this ever-changing world of technology and technology, one of the best things you can do as an expert in the field of communication is always to focus on the human, the understanding of your customers and your customers. your buyers. That’s what will help you get out of the shifting sands that are your “specialties”.

Yes, they are quicksand. You constantly struggle to stay in the open air and you never really get up and get out of there to see the world where people live, your customers, your prospects. This applies to everyone: artistic directors, project managers, community managers, communication officers … all of you as long as you are in the field of communication. You must find a way to reconnect with reality and make your job, above all, a job relating to people.

You know what ? In addition, I am almost sure that it is this search for understanding of the Human that is at the origin of your vocation in the field of communication. I’m sure that’s what attracted you first. Stop spending your creative energy on improving your automation process, it does not connect with your customers.

The technology overload in our lives has created a discipline we had not embraced before when our lives were less connected. But what would happen if I told you that all this order, all this efficiency are not the elements that will make you succeed as a “marketing specialist” in the twenty-first century. This is the case, all discussions on digital transformation, marketing and communication specialists have become less human, more analysts and, unfortunately, less interesting. When you’re less interesting, you’re less important to people, including your customers and prospects.

In addition, machines can do analyzes better than any of us. But what about empathy, curiosity, ethics? It’s difficult even for a highly developed AI to emulate these features.


According to Merriam-Webster, empathy is the ability to understand and share the feelings of others. As Dr. Brown Brene said, empathy is a “feeling with people”. Nowadays, neuroscientific studies show that humans are programmed for empathy via their neural system. This predisposition, which would be a natural heritage of our close relatives primates, is the basis of our empathic behavior, because it reacts involuntarily and instantly to the feelings of a person.

Consumer behavior is determined by direct correlation with certain marketing stimuli, all measured as neural brain activity. The goal is to establish an emotional connection with the “brand” (Some commentators recount Neuromarketing research to Harvard marketing professor, Gerald Zaltman, in 1995. He patented his technique under the name Zaltman Metaphor Elicitation Technique or ZMET).

As part of marketing, you need to put yourself in the shoes of your customers to understand the challenges they face. In short: empathic marketing considers your audience before your message.


According to Carnegie Mellon’s George Loewenstein’s research, curiosity occurs when there is a gap between what we know and what we want to know.

Curiosity is a kind of cognitive thirst that wants to be quenched.

But this is only the tip of the iceberg! Similarly, a CalTech study shows that curiosity increases (to a certain extent) as knowledge increases and then decreases.

The important thing to note is that the lack of information will, in general, create a lack of curiosity. In parallel, once a sufficient amount of information is received, curiosity decreases.

In a world filled with blog posts, notifications, and status updates, your ability to sell your products and ideas will be correlated with your ability to arouse curiosity.

Curiosity is best associated with the mechanics of rewarding and achieving goals. Gamification and game mechanics are a great way to stimulate curiosity and use intrinsic incentives that Daniel Pink’s states help keep people motivated.

The activation of the brand is often based on these aspects. The mark is the emotional guideline, but these activation tactics are the means to encourage interaction and engagement. This creates opportunities for emotional connection with consumers.


According to Véronique Richard, ethics is a “target, an optative, it is a questioning on the meaning of life that leads to a personal position on the purpose of a life fulfilled with and for others in just institutions”.

Elizabeth Reiss says that a brand’s contract with society is a set of three elements: the economy, the social and the environment. Ethics is a strong signal that implies the company’s position on the values that define it in the eyes of consumers.

In a world shaken by uncertainty, values ​​have been shaken by the various crises. These have only revealed what was latent within society itself, revealing the desire for a deeper societal change, making us move into the era of the “consom’action society” . The only recourse seems to be that of an ethics that would be the source of law and the only notion capable of offering stable and universal points of reference by bringing our society to evolve towards a more engaged consumption. All the pillars of the traditional consumer society are crumbling: the value of the absolute and sacred brand is no longer selling, hyperconsumption is considered irresponsible, traditional advertising communications unilateral are shunned … The economic and social crisis of 2008 has been a catalyst for these epiphenomena and has allowed consumers to feel more concerned about the environmental and ethical values ​​of the brands they consume. It has also tilted this consumer society and the new society of active participation transforming the “consumer” into “consumer”.

According to  a study by the French Institute of Public Opinion (IFOP), brands providing real utility to the user are the most popular. Brands proposing actions (small or large) to bring added value to people and more generally to society are better perceived and this is part of the expectations.

Providing meaning through ethics, accepting the various challenges that may arise from it … All this will not correspond to constraints, but rather competitive advantages that require taking a step back, many challenges and a long-term calculation.

The rise of artificial intelligence and chatbots shows that we want our online digital experiences to mimic the authentically human interactions we have in the real world. In order to create digital experiences that embody this, digital marketers need to develop a deep understanding of their users and then use that understanding to make each digital touch point engaging and engaging.


Nobody likes to buy business: people buy from people. This is not communication. Your customers do not care whether you are in marketing or sales, but they care about whether you can help solve the problem they have.

We are all humans and none of us are perfect. The least we can do is help one another. It goes beyond marketing. It’s about understanding that our job is a job relating to people. 

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