Humanized marketing – strategy or business model?

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In their quest to stand out in the market and retain customers, companies are increasingly seeking strategies that create connections between people. Within the context of digital transformation, to increase profits, engagement is necessary. To achieve this, it is essential to have a digital presence and satisfied customers .

Customer satisfaction has always been a form of social proof. After all, who has never received a recommendation that influenced their decision to purchase or acquire a service? Nowadays, this recommendation or social proof is also called a 'review'. When a customer leaves a review on Google , for example, they are publicly saying what they think about that company. This can be positive or negative, depending on what is said.

However, to have a satisfied customer, it is necessary to go beyond having a good product or providing a good service. This is because consumer behavior has changed. This change in behavior is directly linked to the humanized marketing strategy, which is no longer a strategy but a positioning. Continue reading to understand better.

What is humanized marketing?
Firstly, as the name suggests, it is a marketing that involves whatsapp mobile number database free download more people in the process. In other words, in the same way that it uses artificial intelligence to automate emails, it also involves people in the process. A human mind that develops content with the help of algorithms and keywords brings the brand and the consumer closer together. This is the integration of the Humanized Marketing process.

In other words, it is much more than just putting up images that reflect diversity. It is putting up images that reflect the diversity and real positioning of the company. This is what will establish identification between brand and consumer and create a connection between the parties.

This is a trend that has been gaining more and more ground and generating job opportunities. In addition to also contributing to boosting the economy, breaking down social barriers, humanization in communication and marketing processes has gained new value in the eyes of consumers.

Nowadays, the more human and transparent communication and marketing actions are , the greater their market share and their “social value” .

Humanized marketing is a reflection of what people expect from brands and their respective companies. Based on customer experience, humanized marketing goes beyond the purchase and sale of a product or service.

In other words, given the change in consumer relations , if internal marketing is not humanized, no external communication strategy will work. Therefore, humanized marketing is not a simple strategy, it is a positioning!



Humanized marketing – Strategy or business model
Considering the concept of “business model” as that which generates value for its audience, humanized marketing has gone from being a strategy to being a business model.

In other words, there is no point, for example, in humanizing pieces and campaigns with the image of plural people , if this plurality does not exist within the company.

When you establish a relationship with a customer and they are satisfied, you gain an ally. Whether that customer is internal or external. You know when people post photos using a brand because they are fans and get nothing in return? That's what we're talking about. Satisfaction, identification, human connection.

When an employee posts a photo with the hashtag “proud to be…” it means that the company is a good place to work. When this happens spontaneously, it generates a high level of engagement. Therefore, humanized marketing goes beyond a strategy and is currently considered a business model.

However, this does not mean that there are no strategies to implement this model.

So how do you put it into practice?
The first step is: above all, have diversity within your company. Your employees are consumers just like your external customers. An internal survey will certainly provide indicators on where to start. Remember? The strategy starts from the inside out.

Moving on to external communication and marketing, there are some tools and techniques that work. For example, storytelling . The time invested in generating engagement and the way in which planning explores the dissemination of the company's values ​​that generate identification with the public is an interesting channel to be explored.

But before we go into detail about some of these tools and possibilities, it is important to emphasize that what we are going to discuss here are not the only ways to implement humanized marketing in your business . First of all, we hope that this text will trigger you to identify what is possible and what can work in your company. In other words, use references and adapt them according to the profile of your business and your audience.

Ah! It is worth remembering that it is always important to map the actions of the sales funnel .

Storytelling awakens Emotion
For those who don’t know, storytelling is a method that uses narratives to tell stories and humanize communication. Words, visual resources, animations, videos, or other formats are production mechanisms to convey “your message” through the storytelling method.

This production includes products, people, animated graffiti, interviews, employees and whatever your creativity and imagination allows. Along with stories about how the company came to be, you can include the production process, interesting facts, company culture, among others. First, to illustrate and draw attention to the narrative, it is essential to use images that refer to the story in question.

This type of material brings people together and creates identification . Storytelling has been an inspiring act for a long time, which is why it works!

Empathy and Interaction generates Engagement
Whenever you are creating a piece of marketing, a campaign or an action, whether the focus is humanized or not, have empathy! And having empathy is not simply putting yourself in someone else's shoes, but trying to do it from their perspective. It's difficult, but trying is the least your audience expects from you!

Digital media has made life easier for companies when it comes to engagement by increasingly allowing interaction. Don't lose the “ time ” and know how to use it to your advantage. For example, a good practice is to always respond to comments within 24 hours of the follower's post, even if it's an exchange of emojis.

If your business has a lot of followers and a lot of engagement, be empathetic. Just because you “already have a considerable number of followers” ​​doesn’t mean you’re going to stop interacting. In these cases, have a team and, when it’s your team that responds, instruct them to use the hashtag “team”, “consulting”, etc.

Pay attention to what people are saying about you, your company, your business or your brand. Ready-made responses from bots don't work because they don't create identification . It may even help with interaction metrics, but engagement is a human factor.

It’s worth remembering that “liking” comments is the least that users expect. And tagging people, whether in the post or in the reply, is a smart action if you want to boost results and engage people.