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Human-Centric Marketing, the new eCommerce trend

04/01/2022

The way companies work is constantly evolving, and strategies are increasingly focused on meeting people's needs.

It is very important to know how to adapt our business to new trends that keep appearing. Since the global pandemic and lockdown in 2020, most companies suffered a very negative impact in economic terms, so they had to work hard to strengthen relationships with their customers, listen to their real needs and adapt to them.

Human-Centric Marketing is a strategy that humanizes all projects to create a much closer and effective relationship with people.

In this post, you will learn what Human-Centric Marketing is all about. What is the basis for this approach? What are the benefits of implementing it in your business? How does it differ from other strategies? What steps should you follow to implement this strategy? What is the importance of the buyer persona? How to start implementing this marketing strategy in your business?

But what is Human-Centric Marketing really?

Human-Centric Marketing is a marketing strategy that focuses on people to make them feel involved in the decisions, operation, and success of a company.

It is about establishing a balance between economic and human objectives so that the results of a business are not only measured by economic profits but mainly by the strength of the relationships between a brand and all the people with whom it interacts; employees, customers, users, suppliers, distributors, etc.

It's a business model that improves the customer experience in all phases of the purchasing process. The goal is to make consumers feel that they are involved in the decisions, operation, and success of a company. Promoting values such as empathy, fairness, reciprocity, sustainability, social commitment, and professional ethics is fundamental in businesses that use Human-Centric Marketing.

What are the benefits of implementing this marketing strategy?

First of all, implementing this marketing strategy in our business will allow us to detect the needs of those who interact with us, and we will have the opportunity to meet them to increase satisfaction.

Secondly, we will increase the productivity of our employees. If we offer them a good working environment without subjecting them to a high level of stress and pressure, they will feel more comfortable. The productivity during working hours increases and economic results improve. In addition, this will influence customer service because if the employee is more motivated, the service offered to consumers will be better.

Thirdly, we will contribute to the development and welfare of society. All those people who are connected in one way or another with our business will be able to offer us their points of view on any aspect, and this will make them feel heard and understood and will have a very positive impact on them.

Fourth, we will be able to identify new areas of business. By getting into the minds of consumers and knowing what they are looking for, we will be able to offer them better service and make new products available to them.

Fifthly, by increasing the satisfaction of the people around our business and generating a positive impact on them, we will make them become loyal to our brand, thus, they are more likely to recommend us. If a customer is happy with our service and what we offer, we will be at the top of their mind, and when they have to recommend a brand, a product, or a service, they will directly recommend our brand and products.

Sixthly, it will allow us to improve the branding of our brand. It is a strategy that is based on the consumer's experience throughout the purchasing process, so we can influence how the people we are targeting perceive our brand, to improve brand positioning and gain visibility and notoriety.

Seventh, you will create a much more effective engagement. It's an enormous competitive advantage over other brands that do or offer the same as you. Standing out by taking care of the people who have a relationship with your brand is very distinctive and, at the same time, says a lot about the values and culture with which a business works.

How this strategy works

This is a strategy based on detecting problems and needs that exist in a business and offering solutions that solve the problem and cover the needs.

Detect problems:

Make a thorough analysis of all the problems that have occurred throughout the entire course of the business and those that currently exist, and think about those that may arise in the future.

Know very well all those people who interact with our business to be able to understand them perfectly and know what they need.

Elaborate a history for each of these persons; what are they looking for, what do they need, what problems do they have, what can they offer us, how can we can help them, etc.

Offer solutions:

Once we have identified the problems that exist in our business, we look for the solutions that we can offer for each of them. In this case, we can use the 6Ws: who, what, when, where, why, how.

We then think about how we can build a solid and useful solution and promote it, keeping in mind how we want to communicate it, to whom and when.

Finally, we will have to make an evaluation to check if what we wanted to transmit has reached the user correctly and if their problem has really been solved.

What steps should you follow to create a Human-Centric Marketing strategy?

  1. Define which are the objectives of our business.
  2. Decide the target we want to reach.
  3. Make known all the processes internally.
  4. Create a buyer persona to know which profile we should be targeting.
  5. Detect the business opportunities based on our target and objectives
  6. Detect and define the needs of our target group in order to satisfy them.
  7. Start creating and consolidating a solid strategy based on all the above points.
  8. Launch the marketing strategy.
  9. Pay attention to the feedback from the users to know their responses and opinion.
  10. Once you're there, it's a matter of improving the customer experience.

How the buyer persona can help in a Human-Centric Marketing strategy

The concept of a buyer persona, that is applied within a Human-Centric Marketing Strategy, is nothing new. It is a term that many brands already use and that conceives us as a fictitious representation of our consumers or of the people we want to address. I

It allows us to get an idea of: their needs, concerns, studies, demographic profile, profession, personal history, objectives, motivations, …

This is achieved through the data provided by a business' customer base. The difference between the target and the buyer persona is clear:

· Target: women, age between 20 and 40 years, married, with children, nursing studies, high social class, likes to travel, likes going out for dinner, etc.

· Buyer persona: Silvia is 30 years old and has been a nurse for five years. She has a husband around the same age and two children. In her free time, she likes going out for dinner with her friends and traveling at least three times a year.

As we can see, the target collects general information about the type of profile we want to address, and the buyer persona creates the ideal customer profile for your brand.

It's necessary to define the buyer persona to carry out a marketing strategy based on the Human-Centric approach, as it explicitly deals with the humanization of the brands focusing on the consumer experience. For this, it is essential to have a clear idea of the type of consumer to whom we want to orient this strategy, to know their needs, and how to satisfy them from the very start in order to connect the brand with the customer.

How to start implementing Human-Centric Marketing in your business

Communication and empathy are two key concepts in today's marketing and communication strategies that should be used by all companies.

With the constant evolution of business, focusing success only on economic benefits is becoming a thing of the past. Evolving means accepting that brands must increasingly humanize themselves and measure their results by the relationships between brands and customers.

The person must be at the center of any strategy and businesses must work to discover their needs and prepare to meet and satisfy them with the goal to strengthen the relationship between the business and its consumers. The consumer experience is essential for any business and it’s the concept through which we can gain loyal customers.

At LogiCommerce, we work to connect with the entire customer experience and create the best shopping experiences with the latest trends and innovations.

Contact us and we will provide you with the best solutions to help you implement a people-focused marketing strategy for your eCommerce.

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