Human-Centric Marketing: seeing clients as persons

It’s common for companies to lose sight of the importance of communicating with clients and focus only on tangible results, that is, on selling. Although that’s the main objective of any business, neglecting closeness with customers is a serious mistake. They should aim for a balance between closeness and human sense with measurable goals. Have you heard about Human-Centric Marketing? Here we’ll cover this strategic solution for your business.

This strategy pairs up with Human-Centered Design, a methodology that aims to create products focused on people and their real needs. To achieve this, market research is carried out, where audiences are analyzed from a human perspective: their psychological patterns, discontent, daily problems, their specific circumstances, preferences, motivations, and so on.

This is also important in marketing in order to create strategies, brand identities, digital processes such as e-commerce, as well as in new product launches. This kind of research must be done from a human perspective because it leads to language and processes that are optimized according to the knowledge of the people involved, for example, unnecessary steps are eliminated in the customer journey to make it accessible, and the language used is empathetic. Always thinking about the well-being, comfort and satisfaction of those who are involved in these processes.

Although Human-Centric Marketing is focused on the human aspect, its benefits can be seen as quantifiable goals. When implemented properly, results can look like this:

● A stimulating environment for employees and an increase in productivity. The empathy generated with Human-Centric Marketing doesn’t only impact clients but also the people working in the company. By ensuring that internal processes focus on people, they will optimize their tasks and feel motivated, which translates into greater productivity and company growth.

● A new and better communication with your customers will make them feel the closeness and comfort of sharing their needs with you, which generates more leads. It’s important to open up the necessary channels to receive feedback from your audience.

● If you respond to their needs, customers will be pleased of choosing you among other offers on the market. One of the priorities of Human-Centric Marketing is values, which allows the company to reflect its empathy for people’s concerns. Thus, consumers will connect with your brand from their convictions and emotions. Remember that your customers’ happiness is the best marketing campaign, especially in the digital world: sharing their positive experience with your brand or company, and recommending you.

● It will allow you to improve your branding. People-centered experiences are remarkable because they’re agile, clear and provide security. The perception of your company will improve because it will be associated positively and engagement will benefit from this.

● Sticking to your company values is the only way to stay relevant in an increasingly competitive market. Your employees will be more committed because investing in your work environment is always a great idea. Customers will be attracted to a brand that is consistent: loyalty is reflected in tangible results.

Unlike Customer Centricity, which also puts the customer at the center of everything, Human-Centric Marketing is based on values and the human sense, because your customers are real people. Marketing teams have a duty to be empathetic and responsible with all the people who are impacted by their brands.