10 reasons your marketing should be human
TRANSCRIPT
PHOTO CREDIT: RON S
HUMAN
BASED
MARKETING
10 reasons why your
Marketing Strategy should be
Human Centric
MARKETINGCANVAS.EU
PHOTO CREDIT: HUMAN FROM YAN ARTHUS BERTRAND (PRESS KIT)
#1 YOU ARE DEALING
WITH HUMAN NOT ROBOT
The role of technology is to mirror our humanness. We were born with everything we need: Good technology reminds us of that
source: Jack Dorsey (@jack), CEO Twitter
We must stop dehumanising people by relegating them as users, buyers, consumers, ….
WWW.MARKETINGCANVAS.EU
SOME INSPIRATIONS
Medium - The World is our interface
Humanness in technology
Wired - 2016 will be the year technology interacts directly with humans
Forbes - How Marketing Technology Enables Brands To Be More Human
WWW.MARKETINGCANVAS.EU
#2 YOU SHOULD CARE
ABOUT THE HUMANS YOU
ENGAGE WITH
PHOTO CREDIT: EVAN KIRBY
According to findings from the CEB, people don’t seem to be very loyal to companies at all. They are loyal to what the company stands for.
People are looking to brands to evolve to a higher state of consciousness by taking real, meaningful, even
painful, action to make their lives – and the world we share – better. It’s the difference between being HUMAN
and being ENLIGHTENED.
Source: Trend Watching
In a global survey of 28,000 consumers, 63% said they only buy products and services that appeal to their
BELIEFS, VALUES or IDEALS.
Source: GfK
WWW.MARKETINGCANVAS.EU
6FIVE HUMAN ASPIRATIONS
Global ConsumerSegmentation
The Aspirational segmentation explores the intersection of consumer needs, desires and shopping behaviors with social and environmental beliefs, values and priorities. The segmentation reveals a spectrum including highly committed Advocates (26% of consumers globally in 2015), style and social status-seeking Aspirationals (39%), price and performance-minded Practicals (25%) and the less engaged Indifferents (10%).
More than any other segment, Aspirationals are defined by their love of shopping, desire for responsible consumption and their trust in brands to act in the best interest of society. And, as the largest consumer segment globally, Aspirationals matter because they are the first to unite materialism, sustainability values and cultural influence, making them an essential audience to build markets, influence cultural norms and shape behavior change at scale.
Practicals
SOCIAL & ENVIRONMENTAL VALUES
MA
TE
RIA
LISM
Indifferents
Aspirationals
Advocates
ASPIRATIONALS SEGMENTATION
ASPIRATIONALS are defined by their love of shopping, desire for responsible consumption and their trust in brands to act in the best interest of society. And, as the largest consumer segment globally, ASPIRATIONALS matter because they are the first to unite materialism, sustainability values and cultural influence, making them an essential audience to build markets, influence cultural norms and shape behaviour change at scale.
SOURCE: FIVE HUMAN ASPIRATIONS, BBMG, GLOBESCAN
WWW.MARKETINGCANVAS.EU
SOME INSPIRATION US-based TOMS Shoes gives away one shoe to a poor child for free, for every shoe it sells.
• Fit between the valued customer and marketing mix (social media). The group that TOMS targets is very active on social media.
• Fit between social cause marketing and using social media; active and socially aware consumers.
• Having an active community that acted as brand storytellers - utilising peoples' people networks on social media.
• Creating awareness, reaching to large audience and geographical coverage through social media with minimal marketing cost.
What Made TOMS a Success?
WWW.MARKETINGCANVAS.EU
SOME INSPIRATION Vodafone pioneers global maternity policy across 30 countries
• Recruiting and training new employees to replace women who do not stay in the workforce after having a baby costs global businesses $47 billion every year;
• Offering women 16 weeks of fully paid maternity leave rather than the statutory minimum would cost businesses an additional $28 billion a year; and
• If businesses were able to retain more women in the workforce after their maternity leave, they could save up to $19 billion a year and would retain the knowledge and experience of these women with positive consequences for productivity and effectiveness.
• Supporting working mothers at all levels of our organisation will ultimately result in better decisions, a better culture and a deeper understanding of our customers’ needs.
Why maternity leave is important for Vodafone?
WWW.MARKETINGCANVAS.EU
PHOTO CREDIT: BEN WHITE
#3 YOU SHOULD
LISTEN TO WHAT THEY SAY
Online reviews have a significant influence on the decision-making process of consumers. Internet users are generally willing to look at the first and second page of Google search results when searching for details about a product or company. Online review sites like Google+ Local are heavily visited by potential customers looking for information, and the more negative content they find there, the less likely they will be to purchase your products or visit your business.
SOURCE: MOZ, HTTPS://MOZ.COM/BLOG/NEW-DATA-REVEALS-67-OF-CONSUMERS-ARE-INFLUENCED-BY-ONLINE-REVIEWS
WWW.MARKETINGCANVAS.EU
PHOTO CREDIT: WILLIAM WHITE
#4 YOU SHOULD
RESPECT THEIR TRIBES
When people buy anything, they rely on trust. Who are you likely to trust more, the company, or customers like you? A brand tribe is a group of customers who are trying to achieve similar goals, and who talk to each other. They congregate around a particular product or company that will empower them to achieve their aims. So, first, their buying decisions create the tribe, then the tribe influences future buying decisions.SOURCE: THE BRAND FLIP
WWW.MARKETINGCANVAS.EU
#5 YOU SHOULD
VALUE RELATIONSHIP MORE THAN €
PHOTO CREDIT: BAIM HANIF
WWW.MARKETINGCANVAS.EUSOURCE: Alfredo Mucino, Whitepaper: The future of retail
#6 YOU SHOULD UNDERSTAND
THEIR EMOTIONS
PHOTO CREDIT: JOAO SILAS
PERSONAL VS BUSINESS VALUE How emotion influences purchase?
HTTPS://WWW.LINKEDIN.COM/PULSE/20140429172733-6210004-FORGET-WHAT-YOU-KNOW-EMOTIONS-DO-INFLUENCE-B2B-BUYING
WWW.MARKETINGCANVAS.EU
#7 YOU SHOULD BE
AVAILABLE WHERE THEY
ARE
PHOTO CREDIT: GILLES LAMBERT
SOME INSPIRATION
There are officially more mobile devices than people in the world Mobile Moments will be the next battleground. Consumers will take control of the brand relationship with their smartphone.
WWW.MARKETINGCANVAS.EU
#8 YOU SHOULD
CAPTURE THEIR ALWAYS-DIVIDED
ATTENTION
PHOTO CREDIT: ANNA DZIUBINSKA
#9 YOU SHOULD
RESPECT THEIR PRIVACY
IT’S ALL ABOUT TRUST
SOURCE/ BAIN, CUSTOMERS' TRUST ABOUT PERSONAL DATA CAN'T BE BOUGHT
#10 YOU SHOULD
AVOID FRUSTRATION &
IRRITATION
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. WWW.MARKETINGCANVAS.EU
HUMANS ARE AT THE CENTER OF THE MARKETING CANVAS
1. DEAL WITH HUMAN NOT ROBOT 2. CARE ABOUT THE HUMANS YOU ENGAGE WITH 3. LISTEN TO WHAT THEY SAY 4. RESPECT THEIR TRIBES 5. VALUE RELATIONSHIP MORE THAN € 6. UNDERSTAND THEIR EMOTIONS 7. BE AVAILABLE WHERE THEY ARE 8. CAPTURE THEIR ALWAYS-DIVIDED ATTENTION 9. RESPECT THEIR PRIVACY 10. AVOID FRUSTRATION & IRRITATION
DESIGNED BY FREEPICK.COM
HUMAN BASED MARKETING STRATEGY STEP 1 - IDENTIFY THEM
The first step consists of IDENTIFYING people that correspond/symbolise your existing or future clients.
Who are they, that’s the question. It is less about socio-demo but more about understanding who will step in your store and buy your product for B2C or who is the classical buyer and user for my B2B services.
4 to 5 would be enough for complex offers in the same value proposition category.
Get their picture, their name, their age, and some-socio-demo that described the person.
Now, you have real human as reference.
WWW.MARKETINGCANVAS.EU
HUMAN BASED MARKETING STRATEGY STEP 2 - UNDERSTAND THEM
The second step consists of UNDERSTANDING people that correspond/symbolise your existing or future clients.
You can use the customer canvas in order to understand their needs and get incredible insights.
Why do we do that? Because we want to build our Marketing Strategy FOR these people!
Now, you understand these persons,they are now your PERSONAS.
WWW.MARKETINGCANVAS.EU
HUMAN BASED MARKETING STRATEGY STEP 3 - VALIDATE THE MARKET
The third step consists of VALIDATING the potential market. The main idea is how much people like your personas do you have in your potential market.
How much people like that exist? How much could you potentially service? How much are you currently capturing ?
Based on this, you can develop your financial objectives.
Now, you have a financial ambition.
PERSONAS DESIGNED BY FREEPICK.COM WWW.MARKETINGCANVAS.EU
HUMAN BASED MARKETING STRATEGY STEP 4 - REVIEW YOUR STRATEGY
The next step consists of REVIEWING your Marketing Strategy with the help of the canvas?
What changes should you operate with your Brand, Value Propositions, Journey or Conversations in order to grow your revenue short-term and long-term with these personas?
These personas could be potential users (when you launch a new line of product) or existing users (for your acquisition, stimulation or retention strategy).
Now, you are designing an human-based Marketing Strategy.
PERSONAS DESIGNED BY FREEPICK.COM WWW.MARKETINGCANVAS.EU
DISCOVER THE MARKETING CANVAS
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. WWW.MARKETINGCANVAS.EU
ABOUT THE AUTHOR
LAURENT BOUTY IS AN EXPERIENCED CMO, ACADEMIC DIRECTOR OF AN ADVANCED
MASTER IN CREATIVITY AND MARKETING AT SOLVAY BRUSSELS SCHOOL AND PARTNER OF
FUTURELAB.
CONNECT ME ON LINKEDIN OR TWITTER (@LBOUTY)