Future of Marketing: AI, Data, and Cultural Relevance | Tariq Hassan
What does it take to build inclusive, culturally relevant marketing in a rapidly changing world?
Tariq Hassan, a veteran marketing executive with over 20 years of experience, most recently as Chief Marketing Experience Officer at McDonald’s discusses the evolving role of inclusive marketing in today’s shifting cultural and demographic landscape, the balance between data-driven insights and human intuition, and the unique challenges of connecting with youth and diverse audiences. Tariq highlights the need to personalize through data while preserving human connection and trust. He emphasizes cultural relevance in both targeted and holistic campaigns, discusses the impact of DEI amid today’s political climate, and explores how AI is reshaping marketing and operations.
Takeaways:
- Importance of Inclusive Marketing: Focus on understanding and addressing the needs of diverse cultural and demographic groups to stay relevant. As cultural and demographic landscapes shift, inclusive marketing becomes increasingly essential.
- Connectivity and Intimacy with Customers: Maintain a deep understanding of your audience to foster genuine connection and intimacy. Use data intelligently to enhance personalization and value—misuse can erode trust.
- Human Quotient and Creativity: Despite advancements in AI, the human element remains vital. Let data inform decisions, but rely on human insight and creativity to guide them, avoiding a purely data-driven approach.
- Balancing Targeted Advertising vs. Holistic Campaigns: Don’t fall into an either-or mindset. Combine targeted efforts with broader campaigns, using insights and agile testing to optimize impact and resource allocation.
- Cultural Relevance: Engage authentically with cultural trends and communities. Understand how culture shapes consumer behavior and integrate these insights meaningfully into your marketing.
- Cultural Fluency: Develop a systematic approach to embedding cultural insights across your strategy. This includes recognizing preferences, understanding fan relationships, and using data to connect with diverse cultural segments.
- Role of AI: View AI as a catalyst for innovation and collaboration, not just efficiency. Use it to solve problems creatively while preserving the irreplaceable value of human experience.
Quote of the Show:
- “I don’t think we spend nearly enough time truly asking what problem we’re trying to solve and digging into it, compared to how quickly we rush toward finding an answer.”
Links:
Ways to Tune In:
- Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex
- Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes
- Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e
- Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367
- Transistor: https://culturalfluencymakers.com/
- YouTube: https://youtu.be/TcbgIuEaOR8
Creators and Guests
