Planning @50: What is its future?

This article is part of a series of articles marking the 50th birthday of planning. Read more.

However much our lives move into the digital realm, we must never lose sight of the physicality of human nature. As marketers, we are often caught in the function of marketing when it comes to finding, attracting, and engaging consumers focused on the efficiency of digital connection and perhaps forgetting some core truths of what makes us human. We live in the real world. We seek physical touch. Our reality should be augmented by sensorial experiences, rather than a virtual facade. In short, we must think of technology and digital connection as servant rather than master; as enablers of fulfilling experiences rather than touchpoints and clicks.