Marketing 3.0: Human-Centric Marketing
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The document discusses human-centric marketing and how it can help build authentic brands. It explains that human-centric marketing involves understanding customers as whole humans by addressing their anxieties and desires. Marketers can use digital anthropology tools like social listening, netnography, and empathic research to understand customers. Successful brands possess six attributes - physicality, intellectuality, sociability, emotionality, personability, and morality. They also share the values of their communities and become part of customers' lifestyles.
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Marketing 3.0: Human-Centric Marketing
- 1. HUMAN-CENTRIC MARKETING FOR BRAND ATTRACTION Building Authentic Brands As Friends https://jessicarrodriguez.wixsite.com/thewomensbible Jessica Christine R. Rodriguez Ateneo Graduate School of Business Marketing 4.0: Moving from Traditional to Digital
- 2. Outline: I. Human-Centric Marketing: Why Marketers Need the Human Touch II. Understanding Humans Using Digital Anthropology III. Building the Six Attributes of Human-Centric Brands IV. Local Application V. Summary https://jessicarrodriguez.wixsite.com/thewomensbible
- 3. I. HUMAN-CENTRIC MARKETING Marketers approach customers as whole human beings and aim to address their latent anxieties and fulfill their deepest desires. https://jessicarrodriguez.wixsite.com/thewomensbible
- 5. II. DIGITAL ANTHROPOLOGY • Focuses on the connection between humans and digital technology. • To understand how people perceive brands in their digital communities and what attracts them to the brand. https://jessicarrodriguez.wixsite.com/thewomensbible
- 6. II. DIGITAL ANTHROPOLOGY: SOCIAL LISTENING The process of monitoring digital conversations to understand what customers are saying about a brand online, particularly on social media and online communities. https://jessicarrodriguez.wixsite.com/thewomensbible
- 7. II. DIGITAL ANTHROPOLOGY: NETNOGRAPHY • Ethnography + Internet • To understand human behaviors in “e-tribes” or online communities. • Aims to study humans through immersion into their natural communities in an unobtrusive way. https://jessicarrodriguez.wixsite.com/thewomensbible
- 8. II. DIGITAL ANTHROPOLOGY: EMPHATIC RESEARCH Involves the human perspective and empathy in the research process, with the objective of uncovering latent customer needs. https://jessicarrodriguez.wixsite.com/thewomensbible
- 9. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS Physicality Intellectuality Sociability Emotionality Personability Morality https://jessicarrodriguez.wixsite.com/thewomensbible
- 10. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • Uniqueness, not perfect • Well-designed logos • Well-crafted taglines • Compelling product design • Solid customer experience design PHYSICALITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 11. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • To think, to generate ideas • Disruptive innovators • The ability to effectively solve customers’ problems INTELLECTUALITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 12. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • Confident in engaging with others • Conversates and listens to customers • Answers inquiries promptly • Resolves complaints responsively • Engages with customers regularly through sharing interesting contents in social media SOCIABILITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 13. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • The ability to connect emotionally or evoke emotions • Draw inspirations • Build connection through humor EMOTIONALITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 14. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • Possesses strong self-awareness • Shows self-confidence and self-motivation • Not afraid to show flaws • Takes full responsibility for their actions • “Raison d’etre” – the purpose of existence PERSONABILITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 15. III. SIX ATTRIBUTES OF HUMAN-CENTRIC BRANDS: • Being ethical and having strong integrity • Values-driven • Keeps their promises even though customers do not keep track • Possesses strong moral compass MORALITY https://jessicarrodriguez.wixsite.com/thewomensbible
- 16. IV. LOCAL APPLICATION: 2016 US PRESIDENTIAL ELECTION • OCEAN Profiling – Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism. • Big Data Analysis – the digital traces of everything we do, both on and offline. • Ad Targeting – personalized advertising aligned as accurately as possible to the personality of an individual consumer. https://jessicarrodriguez.wixsite.com/thewomensbible
- 17. IV. LOCAL APPLICATION: SOCIAL MEDIA INFLUENCER • They integrate products into their lives that consumers seek inspiration from and relate to. • They create brand trust; perceived to be a sincerer source — different from a celebrity, closer to a friend. • They thrive on a friendship kind of relationship, not fandom. https://jessicarrodriguez.wixsite.com/thewomensbible
- 18. V. SUMMARY Companies must create brands that focus on the human being. This requires unlocking customers’ latent anxieties and desires through: 1.Social Listening 2.Netnography 3.Emphatic Research https://jessicarrodriguez.wixsite.com/thewomensbible
- 19. V. SUMMARY It must possess the Six (6) Attributes of Human-Centric Brands: 1.Physicality 2.Intellectuality 3.Sociability 4.Emotionality 5.Personability 6.Morality https://jessicarrodriguez.wixsite.com/thewomensbible
- 20. V. SUMMARY Brands must share the values of their community, become part of the lifestyle of their consumers, and that implies the understanding of the human being that facilitates Digital Anthropology at present. https://jessicarrodriguez.wixsite.com/thewomensbible
- 21. HUMAN-CENTRIC MARKETING FOR BRAND ATTRACTION Building Authentic Brands As Friends https://jessicarrodriguez.wixsite.com/thewomensbible Jessica Christine R. Rodriguez Ateneo Graduate School of Business Marketing 4.0: Moving from Traditional to Digital