Companies need to switch ‘from marketing to mattering’, says Direction First MD

In a technology-driven market organisations need to change their focus from marketing to creating meaning for consumers, the boss of full service marketing research agency Direction First has said.

Speaking at MSIX yesterday, Erica Van Lieven, founder and managing director at Direction First, explored the changing dynamics between customers and businesses due to the rapid growth of artificial intelligence.

“The way people are relating to brands is changing significantly and I think it means in this world where algorithms could easily run everything, you need to move from marketing to people to mattering to people,” she said.