Human-Centric Marketing in Marketing 4.0

1. 1
Unit No – 3
By,
Ms. Snehal Hole
Human-Centric Marketing
for
Brand Attraction
Building Authentic Brands as Friends

2. • In Marketing 3.0, we introduced this concept of
human-centric marketing as the natural outgrowth of
customer-centric marketing (Marketing 2.0) and
product-centric marketing (Marketing 1.0).
• In human-centric marketing, marketers approach
customers as whole human beings with minds,
hearts, and spirits. Marketers fulfill not only
customers’ functional and emotional needs but also
address their latent anxieties and desires.
Introduction

3. • As we transition to Marketing 4.0 in an increasingly digital
world, we expect a growing importance of human centricity.
Marketers need to embrace the power of human-centric
marketing even more.
• Imagine a world where artificial intelligence and robotics are
integrated into people’s daily lives in the way smartphones
were, from automated factories, driverless cars, voice-
controlled household bots, to robot doctors and lawyers.
• Most experts argue it will happen as early as 2025. In such a
context, customers will become more anxious than ever as they
subconsciously search for their identities, asking “What does it
mean to be human in a digital world?”

4. Understanding Humans Using Digital
Anthropology
• Social Listening
• Netnography (ethnography focused on the
internet)
• Emphatic Research

5. Building the Six Attributes of Human-Centric Brands
According to Stephen Sampson in his book Leaders without Titles, horizontal
leaders have six human attributes that attract others to them, even though
they have no authority over others
1. physicality,
2. intellectuality,
3. sociability,
4. emotionality,
5. person ability,
6. and morality

6.  More and more, brands are adopting human qualities to attract
customers in the human-centric era.
 This requires unlocking customers’ latent anxieties and desires
through social listening, netnography, and emphatic research.
 To effectively address these anxieties and desires, marketers
should build the human side of their brands.
 The brands should be physically attractive, intellectually
compelling, socially engaging, and emotionally appealing while at
the same time demonstrate strong personability and morality.
Summary: When Brands Become Humans