Understanding Human-Centric Marketing: Why It’s Essential for Your Brand

You know that feeling when you find a brand you connect with? You think, "Wow, they get me. These are my people. I want to be their friend." You feel compelled to follow, like, and subscribe. That is the essence of human-centric marketing. You’ve heard all the terms…. "raving fans," "brand loyalty," and "content that converts" well it all boil down to one thing: human-centric marketing.

What is Human-Centric Marketing?

Human-centric marketing focuses on connecting with your target market on a deeper level, viewing them as people with emotions and values rather than just paying customers.

It’s about addressing their pain points, frustrations, problems, and values, placing their needs at the center of your marketing strategy.

This approach has gained traction over the last decade because it works. Customers today are emotional buyers who crave genuine connections, especially in the digital age.

Human-Centric Marketing in Action

Have you seen that ad from holiday rental giant Stayz? It’s a great example of human-centric marketing in action.

The ad states, "The thing that is different about a Stayz holiday home is you always have the whole place to yourself." This message directly addresses a common customer pain point: the awkwardness or uncertainty of sharing your space with strangers (as is sometimes the case with Airbnb).

It tastefully showcase their point of difference from their major competitor Airbnb, while validating holiday makers desire for privacy and alone time. The ad is conversational and honest, the imagery is evocative and it really characterises what an ideal holiday can look like.

Maybe I’m just their ideal customer or really need a holiday but I feel like this ad is a great example of human-centric marketing at play.

How to Implement Human-Centric Marketing

Implementing human-centric marketing can be complex, often requiring comprehensive brand strategies and content plans. However, two key steps you can start with are:

• 1. Understand Your Customer Journey and Profile: Know what motivates your customers, what informs their decision-making, what they love and hate, etc. Start by creating detailed profiles of your ideal customers. Include information such as:

  • Demographics (age, gender, location, income, etc.)

  • Psychographics (interests, values, lifestyles)

  • Pain points and challenges

  • Buying behaviors and decision-making processes

• 2. Engage in Active Listening: Monitor social media channels, customer reviews, and forums where your target audience discusses their needs and experiences. This will help you understand your audience's real-time concerns and interests, allowing you to shape your content to really hit the mark. Pay attention to:

  • Common questions and complaints

  • Positive feedback and praise

  • Emerging trends and topics

• 3. Create Content That Ads Value: Focus on producing content that genuinely helps your audience. This could include:

  • How-to guides and tutorials

  • In-depth blog posts addressing common pain points

  • Engaging videos that tell your brand story

  By providing valuable and relevant content, you position your brand as a trusted resource and build stronger connections with your audience.

• 4. Use the Power of Authentic Storytelling: Highlight your brand story honestly and transparently. Authenticity resonates with people and builds strong connections.

  • Highlight the journey of how your brand started, including the challenges and triumphs.

  • Focus on the motivations and values that led to the creation of your brand.

• 5. Highlight Real Customer Stories: Authentic testimonials and case studies not only build credibility but also resonate emotionally with potential customers, demonstrating the real-world impact of your brand.

  • Feature genuine testimonials and success stories from your customers.

  • Showcase how your products or services have positively impacted their lives.

Why You Need Human-Centric Marketing

In 2024, using human-centric marketing is crucial. Without it, you risk being left behind. This approach not only helps you connect with your audience on a deeper level but also identifies new growth opportunities and provides valuable data to help your business grow.