Human Centric Marketing (HCM)

In the book Marketing 4.0 - moving from traditional to digital - (2017) Philip Kotler talks about the Importance of Human touch in the marketing, even in the digital era that we are now.

In the literature, customers are almost always portrayed as the most powerful players. Nevertheless ,marketers often forget the human side of customers, which is clearly manifest in the digital era; they are not perfect and they feel vulnerable to marketing ploys. Hence they build communities to strengthen their positions. Perhaps this is why we so many groups in places like Facebook designed to supply any human desire to communicate and discuss in a variety of areas of interest.

Marketers need to adapt to this new reality and create brands that behave like humans - approachable and likeable but also vulnerable. Brands should become less intimidating. They should become authentic and honest, admit their flaws, and stop trying to seem perfect. Driven by core values, human centric brands treat customers as friends, becoming an integral part of their lifestyle.

Human-centric marketing, Kotler said, still is the key to building brand attraction in the digital era as brands with human character will arguably be the most differentiated. The process starts by unlocking customers, deepest anxieties and desires. It requires emphatic listening and immersive research into what is known as digital anthropology.

Although we may require the human touch to survive in the business and marketing competition arena even in the digital area, we still may use the digital tools to facilitate that human touch. Customers anxieties and desires perhaps can be satisfied with information on your website that can be easily located on the internet because you use SEO techniques to rank better. 

Or perhaps you can listen to your customer even when they want to complain about something when you use tools for them to leave a review on your company or services, this is called reputation management.

Personalized offers can display the human side of your business even when you are using technology to offer it, like message marketing. If you are not using or have a desire to learn more what those tools and strategies can do for your business, feel free to reach out for help.  

Human Centric Marketing (HCM)

HCM Attribute: Phisicality (1 of 6)

HCM Attribute: Intellectuality (2 of 6)

HCM Attribute: Sociability (3 of 6).

HCM Attribute: Emotionality (4 of 6).

HCM Attribute: Personability (5 of 6).

HCM Attribute: Morality (6 of 6).