This is the type of marketing where marketers approach its target consumers as whole human beings aiming to fulfill their desires and help their anxieties. It is basically how marketing is for the consumers with human touch and meaningful interactions instead of hard sell marketing. It is still relatable to today's Marketing 4.0 in Digital Marketing.
We must first understand the connection between humans and digital technology through what is called "Digital Anthropology." It is basically our behavior in interacting with technology today. We use social media to chat with our friends and online communities to talk about a brand online.
The Six attributes Marketers should be aware of to have a Human-Centric Marketing Approach are:
Physicality - be visible. have unique and meaningful logos, tagline and product design
Emotionality - relate and connection to your consumers deeply
Intellectuality - generate unique and innovative ideas for your product and services
Personability - not afraid to show and admit flaws, be confident, sincere and improve
Sociability - engage in conversation with your customers
Morality - be ethical and values-driven
An example for this would be Amazon.
Amazon's logo isn't unique, it is simple but meaningful. It looks like a smile because of an arrow from "a" to "z." Amazon has a reliable comments and reviews portion which thousands, including myself, view whenever I want to purchase a product online and even if not from the amazon website. Amazon also creates an emotional connection to its consumers creating loyalty and also they are not afraid to continuously innovate and improve on their product offerings and selling models. I'm just not sure if Amazon is ethical because of their tax avoidance issues but I have not heard of any issues regarding their stakeholders.
Stay Tuned & Stay Hungry!
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