Monthly Archives: May 2014

4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies. The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers. What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a scary thing. Customers and buyers can amount to nothing more than accounts and fields on a screen. Recently, I read an article where a customer was referred to as “it”. You cannot get any less human than this! High Stakes Still Exists In The Digital…

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Buyer Personas Provide Human Face To Human-Centered Marketing

An essential part of developing a human-centered approach to modern marketing is hearing and observing your customers and buyers. The aim is to reach a level of deep understanding, which helps us to make more informed strategic business decisions. CMO’s and their C-Suite peers are collecting a tremendous amount of information. Whether it is big data, sales intelligence, or companies engaging in careful qualitative studies of their customers. Making sense of a mountainous collection of information can prove to be a daunting exercise. While we may gather better clarity on segments and groups of buyers, obtaining a sensible and informing…

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3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.

The concept of human-centered modern marketing begins with empathy for your customers and buyers. It is rooted in the approach of understanding the goals and motivations of our customers and buyers. Despite the ever-increasing influence of digital technology in our everyday lives, both business and personal, the need for human understanding in the context of marketing is increasing. Human behavior is being impacted and altered by digital transformation. Just a few short years ago we lived in a world where smartphones and tablets did not exists. In business, collaborative platforms and cloud-based services did not exist. In the new digital…

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The Power Of Human-Centered Marketing Begins With Empathy

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans. Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore. In essence, it will take human understanding to succeed at modern marketing. A cornerstone principle behind a human-centered approach to modern marketing is being empathetic to the goals of humans – in our case your users, customers, and buyers. Empathy will serve as the driving force behind the power of Human-Centered…

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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began. This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts. It is rooted in the belief, which is by understanding human goals and behaviors; we can design concepts empathetic to the user – or humans. More than a decade later, these concepts are becoming increasingly important to marketing. Modern marketing, as it responds to the overwhelming tentacles of the exploding digital economy, now requires the important element of design thinking. With the…

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