people-powered

Good marketers see consumers as complete human beings with all the dimensions real people have.
~ Jonah Sachs

Even in the age of digital, data and AI, power still rests with the people.

Some pro and DIY marketers tend to get caught up in the tactical, technical aspects of marketing. When we talk about data, analytics, demographics, leads and users, we need to remember that those all represent human beings. People, not data points, hold the purchasing power to make or break a brand. In marketing, our driving question should be: How do we create authentic relationships with people who will benefit from the products or services we offer?

human-centered marketing.

Human-centered marketing connects with actual people and introduces them to information, resources, organizations, products and services that can make their lives better. While we use technology to open doors and make connections, interactions are real and human-based.

Marketing’s goal is to learn about people and address their needs and wants. It’s important to interact in an authentic way, with honesty and respect. It’s about building trusted, mutually beneficial relationships. It’s about delivering value.

We’ve always taken a human-centered approach to marketing. We build relationships with our clients and get to know their customers. Who are these people? What do they face day to day in their jobs and at home? What would make their lives easier, even better? Why do they do what they do?

From strategy to implementation, we put our clients and their customers first.

shifting the focus.

Effective marketing focuses on the customer, not the company or the product. Listen. Engage. Be real. Learn everything you can about your customers. Create a feedback loop, making adjustments that continuously improve quality and relevance. Look for new ways to solve their problems. Consider qualitative as well as quantitative research.

Keep in mind that not all marketing is digital. For most clients, an effective marketing program taps into the power of old-school strategy and a blend of digital and analog marketing techniques.

For real-life examples of how human-centered marketing works, check out this pandemic-era article by Mark Schaefer, author of Marketing Rebellion. His Human-Centered Marketing Manifesto is spot-on.

what to expect.

What’s so effective about human-centered marketing? Everything. Connecting on a human level builds strong customer relationships that lead to increased sales and customer retention. It enhances customer experience. It builds brand recognition, reputation and loyalty.

If you’re interested in transforming your marketing strategy to a human-centered approach, let’s talk. Schedule a complimentary brainstorming session today.