The most effective marketing is marketing your audience choose to consume. For that to happen, you need to do work that matters to them.
When you do, you build a tribe of people that you relate to as more than consumers, more than anonymous units of demand. They become real people who care about what you have to say, and who are much more likely to buy what you have to offer.
To matter brands must demonstrate that they have a genuine, human understanding of what it means to live like me today.
Brands that matter point marketing technology at their audiences big problems, and then solve them.