Subtheme 1: Get noticed

The content shock has made it more difficult for new brands to enter the market and get noticed by the customer. Every day, 4 million blog posts are added to the net, 95 million photos and videos are shared on Instagram and 500 million tweets are sent. The customer is constantly overwhelmed by messages and advertisements. This forms a challenge for marketeers, because how do you stand out? How do you make sure that your audience actually sees what you have to say? It is not about writing more or about writing better, since there is already so much great-quality content out there that does not get noticed. It is about reaching the customer, evoking emotions and creating a connection.That is what this sub theme will focus on. It will explore how creating a human connection can help a brand cut through the content shock and get noticed by the customer. 

Subtheme 2: Act Human

While marketing was once seen as the art of manipulating your audience into buying your products, the focus has now shifted on creating and sustaining a relationship with the customer. A relationship which is based on transparency, authenticity and recognition, the human dimension is becoming the new norm. This means that brands should act human, by being empathic and recognizing and appreciating the customer. Characteristics such as vulnerability and honesty are important. Approaching the customer not B2C (Business-to-Consumer) or B2B (Business-to-Business), but H2H: Human-to-Human. In this subtheme, we are going to focus on the question: what does it mean to ‘act human’? And how can brands act human in order to sustain the relationship with the customer?

Subtheme 3: Know your Purpose

The pandemic and social media have opened the world's eyes to more social issues and injustices. There is an increasing demand for brands that give attention to society, that work towards a more sustainable world. Brands that have a purpose and openly put their core values at the forefront of everything they do. By actively standing behind a cause, brands can connect to their target audience based on their shared needs and interests, while at the same time make a positive impact on the world. That is the power of purpose. In this subtheme, we are going to explore how brands can implement their purpose in their marketing strategy and make sure that the customer feels connected.