People always talk about the differences between B2B (Business to Business) and B2C (Business to Customer) in terms of strategy and communication since the target audiences of each one are very different.

Usually, B2B marketing decisions are driven by rationality, while marketing strategists for B2C companies make more emotional appeals. 

However, according to a study by PwC, at least 80% of B2B customers expect a B2B experience that is as good or better than B2C, demonstrating the high expectations that customers have for their business interactions. Additionally, 86% of buyers are willing to pay more for a great customer experience.

What does this mean? Behind every worker, there is a person. And here is when the idea of B2P (Business to People) comes to the table, applying for both business models and changing the focus on the approach from Customers or Business to People.  

Here we explore the concept of being human-centric, examining its significance, practical implementation, and offering notable examples of renowned brands that have adopted this approach.

What is Human-Centric?

The creation of the human-centric concept dates back to the 1960s when design theorist Don Norman made a massive contribution to the transformation of design theory by reforming participatory design into what became known as User-Centered Design. This concept was initially applied to design and has evolved over the years.

Today, as IDEO explains, "human-centered design is a creative approach to problem-solving. It's a process that starts with the people you're designing for and ends with new solutions that are tailor-made to suit their needs."

This concept and now been embraced across marketing and communication strategies.

Human-centric marketing is about placing humans rather than customers at the center of your marketing campaign. It involves understanding their perspective, language, values, beliefs, goals, needs, and challenges, and tailoring your marketing accordingly.

How to apply the human-centric concept to marketing?

  1. Observation

Conduct deep research and analysis of the target audience. Gain in-depth knowledge of the audience, understand their needs, and identify their pain points.

  1. Ideation 

Conduct deep research and analysis of the target audience. Gain in-depth knowledge of the audience, understand their needs, and identify their pain points.

  1. Testing

Before launching a campaign or message, it is crucial to test the idea to ensure its appeal to the target audience. Collect feedback, conduct focus groups, or run small-scale pilot tests to gauge the response. Additionally, after implementation, analyze the results objectively and learn from them. It is important to avoid manipulating or adjusting results to showcase success. Instead, focus on being honest and genuine, using the results as valuable insights to improve and refine your marketing strategy.

By following these steps, businesses can create marketing campaigns that genuinely connect with their audience, address their needs, and provide tailored solutions. The human-centric approach ensures that marketing efforts are authentic, effective, and continuously optimized based on customer feedback and insights.

Brands that have applied the human-centric approach:

Airbnb recognized that people crave authentic experiences and a sense of belonging, which is more valuable to them than standardized amenities. By prioritizing human connections and fostering unique and immersive travel experiences, Airbnb has revolutionized the industry. Their focus on belonging has allowed them to create a global community of travelers seeking genuine connections and memorable adventures. Ultimately, Airbnb's success lies in understanding the power of human-centric hospitality and redefining the way people travel by offering a platform that goes beyond traditional accommodations.

HubSpot is a leading provider of inbound marketing and sales software. They have embraced a human-centric communication strategy by putting the needs of their customers first. HubSpot's content and messaging focus on providing valuable insights, educational resources, and personalized support to help businesses succeed. They prioritize building relationships and trust with their customers by delivering relevant and helpful content that addresses their specific challenges.

The importance of humanizing the business

In conclusion, humanizing the business is of utmost importance in today's competitive market. By placing humans at the center of your marketing efforts, understanding their needs, and creating authentic connections, you can build strong and long-lasting relationships with customers. Human-centric strategies not only enhance the customer experience but also contribute to brand loyalty, customer satisfaction, and ultimately, business success.

And whenever you feel a bit lost on what to do, remember you can always reach Your Brand Crew to design your strategy and put people first.

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