Humanized Marketing | which is? How to implement?

 As you may have noticed, over the years consumer habits and marketing have changed. Currently, the consumer is more influenced by a good relationship with the company than by advertisements that show the benefits of a product or service.

Therefore, Humanized Marketing is essential for your customer's satisfaction and for the success of your business.

What is Humanized Marketing?

 Humanized Marketing is a strategy focused on creating a  relationship with the public through emotion, empathy and ethics . Based on these three pillars, it is possible to create actions that will offer customers what they are looking for and meet their needs.

In Humanized Marketing, the product is not the focus of campaigns. Its goal is to provide a good experience throughout the purchase process. For this, the company needs to know what the pain of its audience is and how its product or service can help solve this problem. In addition, it is necessary to humanize the processes so that the customer feels that he is not just a number, but that he is part of something bigger.

Unlike some forms of advertising, Humanized Marketing works with segmented campaigns. Through data analysis, it is possible to discover what people want, when and how they are looking for it. In this way, it is possible to make  targeted approaches  considering different desires and profiles.

In other words, when implementing Humanized Marketing, the company shows itself to be relevant to its audience by meeting their needs, not by what it sells.

What is the importance of Humanized Marketing?

 

In addition to helping to improve the relationship with your customer and with potential leads , the humanization of marketing helps to  increase the number of sales . According to research by Social Miner, this strategy is capable of increasing conversions by up to 3.5 times and optimizing the click-through rate by up to 30%.

This is because the Humanized Marketing strategy helps us to better understand the consumption behavior of our audience, which makes  campaigns more assertive .

In addition, when communication is humanized, it generates a sense of identification with the brand. As a result, this makes the audience more engaged and increases their chances of becoming  loyal customers and brand promoters .

But if you are thinking that Humanized Marketing can only be applied to B2C companies, you are very wrong. Even B2N companies benefit from this strategy. After all, all businesses are made up of people and you can relate to them.

 

How does Humanized Marketing influence other marketing strategies?

 

It is true that Humanized Marketing has a direct impact on the relationship with the consumer and on the increase in conversions. But the benefits don't stop there. Making processes more human also helps to  optimize other marketing strategies .

The biggest example of this is  Inbound Marketing , which makes use of relevant content to attract the customer. During this process, we need to offer a timely solution to consumer pain. In this sense, implementing Humanized Marketing will help focus on what your audience is looking for and not on your product.

Similarly, humanizing campaigns is also very close to defining personas . In this case, this strategy will help in the segmentation of consumer profiles and marketing campaigns.

In addition, Humanized Marketing is also essential for Digital Marketing, as it helps us to  see beyond metrics ; we remember that there is a person on the other side of the screen. Thus, it is easier to see when it is time to change strategy to better serve customers.

What does research say about the impact of Humanized Marketing?

 

In theory, Humanized Marketing seems to be the perfect solution for companies. But, does this happen in practice? Here's what some research says:

• According to The Nielsen Company survey, the factors that most influence consumers are trust and engagement with advertising, company values, referrals from friends and the opinion of other consumers.
• According to Retail Dive research, around 70% of consumers want more human interaction. The main reason is that they believe that automated attendance cannot solve their real difficulties. In addition, the survey also showed that 61% of customers say that personalized service makes a difference for them.
• PWC's market research found that 89% of consumers consider experience when choosing a company.
• According to Zendesk's Customer Experience Trends report, nearly half of customers say they would switch to a competitor after just one bad experience. In the case of more than one bad experience, that number rises to 80%.

In fact, Humanized Marketing can bring real benefits to your company!

 

How to implement Humanized Marketing?

 

Now that you already know the importance of Humanized Marketing, you must surely be eager to implement it in your company. Is not it?

So, here are  4 tips to humanize your campaigns :

1. Know your target audience: knowing your consumers and having well-defined personas is the first step to implement Humanized Marketing. Only then can you find out what your audience really needs, when they need it and how you can help them.
2. Use social media to engage with your audience: sharing content and interacting with the audience on social media is one of the best ways to relate to customers in a humanized way. You can use social media to hear what people are saying about your brand and position yourself.
3. Invest in storytelling: storytelling ( or storytelling) is an excellent way to humanize your company, as it inspires and moves our emotions. So, talk about the company's history, show behind the scenes and introduce your employees. This will bring your brand closer to your audience.
4. Start from the inside out: for marketing to be humanized, it is important that the company has a pleasant work environment that values and motivates teams. Therefore, before investing in campaigns, try to connect and interact with your employees.

It is worth remembering that there is not just one way to implement Humanized Marketing. It all depends on the interests and needs of your target audience . So, start by researching your customer's buying journey.

 

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