HCM Attribute: Personability (5 of 6).

Personability is the fifth Human Centric Marketing attribute. People with strong personability have self-awareness; they are conscious of what they are good at while admitting what they still have yet to learn. They show self-confidence and self-motivation to improve themselves. Similarly, brands with strong personability know exactly what they stand for. But these brands are also not afraid to show their flaws and take full responsibility for their actions.

Domino´s pizza company made a brave move in 2010 to admit their pizzas were not compelling. In an advertisement, Domino´s publicly shared customer feedback about their pizzas. In response, the company reinvented its pizzas and offered them to the critics. The company confidently took responsibility for its flaws, which made the brand more human.

Let me ask you. How do you think is the best way to give feedback to public ? I think you know the answer... by publicizing the feedback online and let it be available to anyone who wants to see it, easy and simple, that is also related to preserving your customer base (retention) and not only acquiring new clients.

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).

HCM Attribute: Emotionality (4 of 6) - Never forget to take into account "Emotions" when designing any market campaign.

Another Human Centric Marketing attribute is Emotionality. People who can connect emotionally with others to drive their actions are very powerful influencers. Brand that evoke emotions can drive favorable customers actions. They connect with customers on as emotional level with inspirational messages. Sometimes, the brands also connect with customers by showing off their humorous side. As you may guess by now - Emotions in marketing is very important issue to take into account when planning any type of campaign.

Dove is a brand with strong emotionality. A humanized brand, Dove address the issue of self-esteem among women by encouraging women to love themselves and appreciate their real beauty. With a massive campaign lasting over a decade, Dove has managed to connect emotionally with women worldwide.

Doritos provides a different example with its SuperBowl 50 "Ultrasound" advertisement, which portrays a pregnant woman who is having a ultrasound while her husband is eating a bag of Doritos. The advertisement ends with the baby shooting out of the womb to get some Doritos. The advertisement turns our to be polarizing; some people consider it hilarious while others see it as disgusting. Nevertheless, a facial tracking technology reveals that the advertisement is the most emotionally engaging, even though the emotions it provokes are mixed

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).

HCM Attribute: Sociability (3 of 6).

The third Human Centric Marketing attribute is Sociability. A person with sociability is confident in engaging with others, showing good verbal and nonverbal communication skills. Similarly, brands with strong sociability are not afraid of having conversation with their customers. They listen to their customers as well as the conversations among their customers.

They answer inquiries and resolve complaints responsively. The brands also engage their customers regularly through multiple communications media. They share interesting content on social media that attracts their customers.

For example, Denny´s Diner creates a sociable persona on social media that is friendly, fun and likeable. The brand regularly posts witty comments and jokes on Twitter that people like and retweet, making it more human. Denny´s Diner behaves as a friend to whom people can relate, thereby receiving a lot of word of mouth.

Zappos is also known as very sociable brand. Customers can converse with Zappos´s call-center agents for hours discussing shoes and other matter as friends. In fact, Zappos holds the longest customer-service call record at 10 hours and 43 minutes.

Social Referral system and services offered by online marketers can be the perfect solution if you are struggling in the area of Sociability

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).

HCM Attribute: Intellectuality (2 of 6)

The second attribute to Human Centric Marketing (HCM) is Intellectuality. Intellectuality is the human ability to have knowledge, to  think, and to generate ideas. Intellectuality is closely related to the ability to think beyond the obvious and the ability to innovate.

Brands with strong intellectuality are innovative and have the ability to launch products and services not previously conceived by other players and by the customers. The brands thus demonstrate their ability to effectively solve customers problems.

When Tesla automotive company adopted the name of a famous innovator, Nikola Tesla, the brand promised to continuously innovate as did its namesake. The brand does not disappoint; it is in the forefront of major innovations such as electric cars, automotive analytics, and autopilot technologies. The intellectuality of Tesla creates as strong brand appeal, even though it does not advertise.

Major disruptive innovators such as Uber and Airbnb also demonstrate their intellectually by coming up with services that connect customers and service providers. Major proponents of the so-called sharing economy, Uber and Airbnb are viewed by customers as smart brands.

Now I have to point out if you are small business probably you don´t have a marketing department, and to take time from serving your customer to keep worrying how you will bring the customers to your door by advertising and keeping up with the evolving online marketing may not be a good idea. Perhaps outsourcing that area of your business maybe something you want to look into it.

Since you are just hiring a service if your marketing does not go well nothing is avoiding you to start doing the old ways, or change the person you did hire for that, what you cannot do is to stay out of using what it is one of the most effective ways to market your business, and that it is to be online active and visible.

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).

HCM Attribute: Phisicality (1 of 6) - Physical attraction improves influence.

Physicality is one of the Human Centric Marketing attributes. A person who is physically attractive has strong influence over others. Thus, brands that aim to have influence over their customers should have physical attraction that make them unique, albeit not perfect. This is another way to say that physical attraction improves influence.

For brands, physical attractions can come from their brand identities such as well-designed logos or well-crafted taglines. Consider Google with their dynamic logo system that continuously alters its logo to celebrate special moments or persons with its Google Doodle.

Physical attraction can also come from a compelling product design or a solid customer experience design. Consider Apple as an example. Apple is well known to excel not only in its industrial-product design but also in its user-interface design. Apple´s user interface is often considered very simple and unintimidating even for non-savvy users. The Apple Store design is also considered one of the best in the retail industry.

Not having a online presence or promoting your website is a big mistake, it will be like going out with a girl without having taking a bath and put on a perfume. Today that is not about impressing anymore, it is mandatory to have a online presence, and that is to say nothing about being a nice looking and good content website, in other words an attractive one.

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).

If you were mislead to this article because you are looking to a more romantic side of attraction in regarding a relationship, perhaps not all is lost, you can come here and see this nice article of 4 things you need to know about attraction, but remember "growth mindset" is much more attractive than "fixed mindset". I hope you did learn something new today, and grew a little bit. 

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).

Market niche can be very profitable (Muzak = "Elevator Music")

A market niche is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that it is intended to target. It is also a small market segment.

Muzak – the company that brought elevator music to the masses back in the 1930s. The technology for piping audio over power lines was patented in 1922 by retired Major General George O Squier, and exclusive rights to the patent were bought by the North American Company. In 1934, under the corporate umbrella of ‘Muzak’, they started piping music into Cleveland homes.

Muzak seemed to have hit on a winning formula, but the advent of free commercial radio sounded the death knell for the company’s chosen route to market. With free music available on shiny new wirelesses, households were no longer prepared to pay for the Muzak service. Undeterred, the company focused its efforts on New York City businesses. As buildings in New York soared skywards, the lift/elevator became practically ubiquitous. Muzak had found its niche, and ‘elevator music’ was born.

So what ?? You might think.

It’s true that, compared to behemoths of contemporary media such as radio, television and now the internet, elevator music is small potatoes. But back in its heyday this was cutting-edge stuff, and it reached a lot of people. Muzak had the power to sway opinions and influence markets, so much so

that for music artists of that era, having your track played on the Muzak  network practically guaranteed a hit.

Technology has the ability to open up completely new markets, and to radically shake up existing ones. Internet is doing just that to us. The following video show that online ads only is not good enough, you can do so much better by doing it properly, and by that I meant doing some branding or providing opportunities to engage your audience before running ads

Branding is the  promoting of a product or service by identifying it with a particular brand, it can be done in many ways, running ads is only one of them, perhaps one of the most expensive ways, but surely you can try other methods before running ads, such as having a website, writing articles, maintaining a blog, or posting in your social media.