Humanized marketing is a trend that is here to stay. Especially for those who work with the digital area, automating processes (when not managed with care) ends up making everything mechanical too. This drives consumers away.
It is important to emphasize that “human to human”, also known as H2H, is always on the rise because man both tends to want to be recognized as the secret desire to be part of a group.
Although a marketing agency, for example, uses digital tools to communicate and send information on a large scale, several points need to be improved to maintain human warmth. Want to understand better? Keep reading!
Contents
What is humanized marketing?
What are the ways you do marketing? There are countless ways, such as using social media, scheduling programs, automatic responses like transactional submissions, e-mail marketing, chatbots etc..
Imagine bringing that reality into warm, human interaction. This means that instead of perceiving the consumer as one more number, the focus will be to provide a differentiated and personalized experience.
Do not just let the form fill in the first name of the person before sending a piece of information: you must go beyond.
How does it work?
Do you know that establishment that is in your neighborhood and the people who work there know you by name, know your request, ask about your relatives, among many other details that make the visit unique? The premise of humanized marketing works more or less that way.
The closeness and the intimacy of the campaign guarantee the success of such actions. It is clear that the intent of the people behind the advertisements needs to be noticeable.
Advertising is only one way of doing this, not the central focus. This work is done through personalization in the language, in the very formation of the product mix and other aspects.
How important is it to invest in this initiative?
What does the company gain from this? The customer satisfied. And a satisfied customer is synonymous with quality. Since this factor helps to position the brand well in the market, it will gain more power for new campaigns. Thus, the business is turning, and consumers are becoming loyal.
Regardless of your industry, humanized marketing brings this special touch to the project. People feel understood and cared for. In this way, they become more engaged and true followers of the company.
What are the pillars of this practice?
Humanized marketing focuses on every individual with whom the company has contact. Therefore, it is essential to focus efforts on the results that the management wants for the campaigns.
To keep customers connected, some basics need to be firm in marketing performance. Let’s see next!
Market segmentation
It’s not cool when we feel that a brand wants to rip our money. Consumers need to think that you care about them and that your product adds value to their experience, as well as curing the pain they have.
In that sense, it may seem impossible to meet the needs of all the people who access the campaigns, but it is not. The truth is that the narrower your target audience, the less marketing will go wrong in reaching and serving them.
Get to know your audience
If you work with marketing, you should already have a lot of personas defined. Going beyond the obvious in this market survey is interesting. The idea of segmentation is efficient, so you can act more specifically and be as comprehensive as you wish.
You know the age group of the persona, where she lives, what she does professionally, what her social class is, what social networks she uses, among other relevant background information. However, look for answers to a few more questions, such as:
- What interests the person?
- What problems does she face?
- What are her dreams?
- What prevents you from hiring the solution (in the case of the end customer)?
Keep an eye on the competition
When raising who the people that your persona admires and which communication and language reaches you more efficiently are, be sure to apply the proper old benchmarking. Is there a visual identity that draws the most attention? Specific expressions of an area of interest that make the person closer?
Find out who the audience’s referrals are, and then drill down into why they reach that degree of identification with them.
Track consumer behavior
Of course, marketing does not only work on attraction but also customer loyalty. The timing of service and after-sales communication are just as important as capturing.
Therefore, it is indispensable to have metrics that give a dynamic visualization of the interaction of the campaigns and actions with the target people. The conversion rates, reward, among many other vital data, should be analyzed.
Good market positioning
How will you bring an exciting result to your customer if the end consumer does not see it in a super-positive way in front of marketing actions? It gets hard. Humanized marketing is based on market positioning.
Companies that care about people are notorious. Knowing the market share that you want to attract, it is easier to study the causes that move you and act truthfully in this, if it is compatible with the rationale of the company.
Focus on brand setting
Anyone who works with marketing cannot fall into the amateurish error of associating identity with just a purely visual matter. These aspects are part of it, but they do not take anyone anywhere by themselves, nor can they touch people.
This communication can be developed with storytelling, able to engage potential clients and establish an intimate connection. The tactic is also a possibility to mark the style and the treatment of the company towards the consumers.
Capriche in customer relationship
It is not just the service that defines how the company relates to the customer. Whether you’re marketing to meet the demands, whether it’s the marketing you’re working to achieve the customer’s expectations of the end consumer.
When taking care of these issues, avoid generic things: give the “face of the brand” to the actions. Also, care such as a good description of products and services, for example, can make all the difference in the customer experience.
Efficient communication
Marketing can and should be a competitive advantage. People do not consume more just because they need the product, but because they identify themselves on some level with the brand and the proposal of the company chosen for acquisition. Although email marketing is a great ally, be sure to work on multiple channels.
That way, you get closer to the customer, and by personalizing the whole experience, it makes him feel important. The result of humanized marketing you already know successful marketing, satisfied customer and recognition of your job well done.