Chapter 8 of Marketing 4.0: Moving from Traditional to Digital discusses the need for brands to adopt human qualities to attract customers in the human-centric era.

1. Chapter 8: Human
Centric Marketing
for Brand
Attraction
prepared by: Bryan V. Evangelista; photocredits
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2. Understanding Humans
Using Digital
Anthropology
Building the 6 Attributes
of Human-Centric Brands
Summary: When Brands
Become Humans
Reflection Questions:
prepared by: Bryan V. Evangelista; photocredits
google

3. Customers as powerful
players versus
imperfect and
vulnerable
Brands should behave
like humans
Less intimidating and
be more authentic
prepared by: Bryan V. Evangelista; photocredits
google

4. Digital Anthropology
focuses on the nexus
between humanity and
digital technology
Digital ethnography
provides a powerful way
to discover the latent
human anxieties and
desires that brands
should address
prepared by: Bryan V. Evangelista; photocredits
google

5. Social Listening –
proactive process of
monitoring what is said
Passive
Used for:
Monitor conversations
Identify leads
Customer relationship
Management
prepared by: Bryan V. Evangelista; photocredits
google

6.  Netnography – ethnography focused
on the internet.
 Requires to be engaged as active
participants in online communities
 Immerse in relationships, engage
conversations and develop empathy
 Active, human to human connection
 Requires:
 Joining online communities
 Disclose their purpose in doing research
 Ask permission from community
Members.
prepared by: Bryan V. Evangelista; photocredits
google

7. Emphatic Research –
Participatory observation
and immersion in
customer communities
Collaborative
Produces insights for
New product development
New customer experience
New brand campaign
prepared by: Bryan V. Evangelista; photocredits
google

8. Stephen Sampson –
horizontal leaders
have six human
attributes that attract
others to them, even
though they have no
authority over others.
prepared by: Bryan V. Evangelista; photocredits
google

9. prepared by: Bryan V. Evangelista; photocredits
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10. prepared by: Bryan V. Evangelista; photocredits
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11. prepared by: Bryan V. Evangelista; photocredits
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12. prepared by: Bryan V. Evangelista; photocredits
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13. prepared by: Bryan V. Evangelista; photocredits
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14. prepared by: Bryan V. Evangelista; photocredits
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15.  As discussed above, I do believe that our
company possess human qualities as
embodied not just in our logo and other
symbolism but in the way we conduct our
business. I am proud of the fact that we do
not go down to the level of cut-throat pricing
just to make a sale. We make no apologies
when people say we have expensive products.
It’s not necessarily true but even so I always
retort with “you pay more; you get more” My
challenge is to communicate this more clearly
to our customers. Not just through action, as
this is very limiting to one-on-one interaction,
but look for ways to use social media to allow
others to share their experiences and they will
embody our credo of Listening and
Understanding.
prepared by: Bryan V. Evangelista; photocredits
google

16.  Outer Influence – deliberate and strategic implementation of
tactics to use social media as an effective tool in creating
awareness and appeal; and, with further development of our
digital platform, ultimately to act on the purchase of financial
products.
 Others’ Influence – we already understand the value of
converting our clients into advocates; but, there must be a
more systematic and deliberate effort in this path towards
advocacy. We have made and lost sales based on existing
customer’s good and bad experience with our brand. For
clients with a good experience, it is a well- known fact the
good agents usually come from our satisfied clients. They
believe in our brand to the point that they believe that they
can do well, in terms of being a licensed insurance agent, in
offering our products and services.
 Own Influence – converting a client to an advocate is all about
the customer experience. As I’ve said many times in the past,
even before the age of social media, our satisfied clients are
our walking talking billboard and the ultimate contact point
has always been with their soliciting and servicing agent.
More so in the digital era where social media allows for free
sharing of ideas and opinions. To succeed is make sure that in
every contact opportunity the client has a good customer
experience. Again , to complement our agency force, this is
the reason why we are heavy in developing digital tools that
will help the client, manage their own accounts on-line as an
alternate method of servicing their needs
prepared by: Bryan V. Evangelista; photocredits
google