Human-centric marketing
Posted: Wed Dec 04, 2024 10:10 am
Traditional marketing approaches were focused on the consumer, but now the trends are changing. With the evolution we are experiencing, humanity is placed at the center of everything, and the focus is changing. We stop addressing people as consumers and start addressing them as complete human beings. In other words, with this new approach, our target audience is made up of interactive communicators who provide us with their personal points of view, and through which we can measure the success achieved.
Human-centric marketing is a new concept that has its origin in the efforts made by companies to understand and give importance to people, thus focusing on their most human side. With these techniques, human characteristics such as reciprocity, empathy or compassion are integrated into the business strategies to be followed by companies.
Human marketing and its importance in business albania b2b leads strategiesTherefore, businesses that intend to adopt this new approach must be able to answer these three questions:
What can people who are part of the company achieve?
How do our business decisions affect people?
How can we create value for the people who work in the company?
As we have already said, we have left the focus on results aside to focus on people. To do this we have to make room for subjectivity, because each person has their own needs and expectations, and that is why we cannot let ourselves be guided by the objective criteria on which we have been basing ourselves until now. The company's management must be able to establish goals with which to know if progress is being made correctly, and the objectives to be followed will respond to elements such as the well-being of people.
Empathy therefore becomes an essential point. As a company we must be able to understand our customers' feelings, communicate with them as equals, focusing on their characteristics and daily feelings in order to understand what they need from us. The next step is to make this empathy spread to a general level, including everyone: employees, suppliers and even society. Our company has an important impact on all of them, and that is why we must make the right decisions to contribute to their well-being.
By using human-centric marketing techniques, you can obtain benefits such as:
Improved financial results . By devoting our resources to achieving objectives that are not directly related to the business, these results improve. In addition, it has been proven that working in companies where work is stimulating and there is a good atmosphere, makes workers more involved and productive, which generates a more profitable investment.
Improving branding . Using human-centric marketing tools, we focus on the customer experience at each and every stage of their purchasing process, thereby improving brand perception and, consequently, user perception of our products and services.
Identifying new areas for growth . Since implementing human-centric marketing strategies means getting into the minds of our customers, we need to know as much information as possible so that we can detect their needs and meet them.
Increased customer satisfaction . Brands that care about end customers generate higher customer satisfaction rates, which translates into greater loyalty and word-of-mouth recommendations.
Developing a human-centric marketing strategy involves applying human-centered design methodologies. This methodology is based on two phases, the first consisting of problem discovery, and the second based on problem solving. These two phases are divided into the following four stages:
Analytics . Analytics in human-centered design has three main purposes: looking for patterns in what has happened in the past, knowing what is happening in the present, and predicting what will happen in the future.
Learning . We extract information from data to learn more about users. If we do not have enough data, we can supplement this information with qualitative surveys.
Identification . In this phase, we put ourselves in the user's shoes to understand their context and detect aspects related to non-verbal information.
Historification . We try to create a story about the user based on the information we have, understanding what their life is like over time and how we can help them navigate this path.
Human-centric marketing is a new concept that has its origin in the efforts made by companies to understand and give importance to people, thus focusing on their most human side. With these techniques, human characteristics such as reciprocity, empathy or compassion are integrated into the business strategies to be followed by companies.
Human marketing and its importance in business albania b2b leads strategiesTherefore, businesses that intend to adopt this new approach must be able to answer these three questions:
What can people who are part of the company achieve?
How do our business decisions affect people?
How can we create value for the people who work in the company?
As we have already said, we have left the focus on results aside to focus on people. To do this we have to make room for subjectivity, because each person has their own needs and expectations, and that is why we cannot let ourselves be guided by the objective criteria on which we have been basing ourselves until now. The company's management must be able to establish goals with which to know if progress is being made correctly, and the objectives to be followed will respond to elements such as the well-being of people.
Empathy therefore becomes an essential point. As a company we must be able to understand our customers' feelings, communicate with them as equals, focusing on their characteristics and daily feelings in order to understand what they need from us. The next step is to make this empathy spread to a general level, including everyone: employees, suppliers and even society. Our company has an important impact on all of them, and that is why we must make the right decisions to contribute to their well-being.
By using human-centric marketing techniques, you can obtain benefits such as:
Improved financial results . By devoting our resources to achieving objectives that are not directly related to the business, these results improve. In addition, it has been proven that working in companies where work is stimulating and there is a good atmosphere, makes workers more involved and productive, which generates a more profitable investment.
Improving branding . Using human-centric marketing tools, we focus on the customer experience at each and every stage of their purchasing process, thereby improving brand perception and, consequently, user perception of our products and services.
Identifying new areas for growth . Since implementing human-centric marketing strategies means getting into the minds of our customers, we need to know as much information as possible so that we can detect their needs and meet them.
Increased customer satisfaction . Brands that care about end customers generate higher customer satisfaction rates, which translates into greater loyalty and word-of-mouth recommendations.
Developing a human-centric marketing strategy involves applying human-centered design methodologies. This methodology is based on two phases, the first consisting of problem discovery, and the second based on problem solving. These two phases are divided into the following four stages:
Analytics . Analytics in human-centered design has three main purposes: looking for patterns in what has happened in the past, knowing what is happening in the present, and predicting what will happen in the future.
Learning . We extract information from data to learn more about users. If we do not have enough data, we can supplement this information with qualitative surveys.
Identification . In this phase, we put ourselves in the user's shoes to understand their context and detect aspects related to non-verbal information.
Historification . We try to create a story about the user based on the information we have, understanding what their life is like over time and how we can help them navigate this path.