Facebook’s director of retail, luxury and fashion partnerships, Tracey Yaverbaun, has said that the retail industry is at the beginning of a marketing renaissance and that retailers need to make their marketing efforts more personal for consumers.
Speaking at the Decoded Fashion Summit in London, Yaverbaun said that the advent of technology and mass media has made it easy for brands to reach people everywhere, but has taken the human connection out of business.
“Businesses created brands to replace that human connection, they created identities around their products and services and this is why consumers are absolutely obsessed with brands.
“Now we are at the beginning, I believe, of a marketing renaissance. We now have the tools and technology to make business personal again and make marketing personal again. Not in the future – they exist now and we’re not using them.”
She added that technology is breaking down barriers in a way “similar to the Italian renaissance” but instead of printing press and paper, today’s tools are internet enabled mobile devices.
Yaverbaun also acknowledged that while technology is a useful tool, it “poses a risk” for marketing.
“I wonder as an industry are we becoming overly obsessed with the next big technology, the next emerging platform, the next bright shiny object. And yes I’m standing here saying this to you as a person who works for the company who just paid 2billion for a virtual reality platform and is sending drones into space to make the internet more accessible. But we need to remember what’s important and what’s important is people.”
She added, “We can no longer continue to market at and talk at people, we must start to create a market for people. We have to move away from this culture of constantly disrupting and start connecting”.