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The Humanisation of Marketing: Why it is Such a Hot Topic

   NEWS / 13 Jul 2017

The ‘Humanisation of Marketing’ is to portray or endow a brand with human characteristics such as injecting humour into the content, signing social updates and having conversations with followers/commenters.

There is no doubt that social media currently provides more ways for consumers to express and share their observations, ideas, opinions and content of a brand that pleases or stimulates them. Social media also affords the opportunity to publicly assert and perform an identity and to support relationships and communities that previously were more difficult to construct. Humanising information on social media therefore entices the consumer to get involved and communicate to others within the brands’ community.

Humanising brands through the use of social media is becoming more popular as the variety of platforms allow more individual voices to be heard and allow multi-directional communication constantly. With the concept of a ‘brand’ being transformed, it does make sense to the reasoning behind multiple companies investing heavily making sure the consumers’ perception is positive and making sure they have their approval. It is expected now from customers that the business creates personalised experiences for them and that it is ensured they are in the forefront of businesses minds.

The ‘Humanisation of Marketing’ can help businesses move forward during these tough economic times. This is done by emphasising the social community and being able to tell the brands’ story, which are powerful tools that leaders can develop.

There are many reasons why the ‘Humanisation of Marketing’ is important and even though it can be seen as a social media fad, it most definitely is not. This theory leverages the power of people in order to help tell stories about a brand and company culture which is important because if people are allowed to bring humanity to the brand, they will also bring the brand into their network. That is a priceless form of reach for any brand. Also, brands which have been humanised attract and retain communities because the communication between the brand and consumers’ is not just a one-way channel. The communities are groups of people who share the same interests and intent when becoming involved with certain brands. They are critical when creating excitement for the brand which translates into brand value and therefore shows why the ‘Humanisation of Marketing’ is vital.

This is such a hot topic currently due to it bringing success to so many brands. Humanising brands can create trust from consumers and when trust is formed, value is added. This is why people become attracted to a brand as trust is everything, even in front of interaction with communities. Furthermore, brand involvement is the forefront of purchase decisions and therefore shows why social interaction can drive and influence others’ behaviours. By humanising a brand, this can create a positive social community which can be a powerful tool.

create trust from consumers and when trust is formed, value is added. This is why people become attracted to a brand as trust is everything, even in front of interaction with communities. Furthermore, brand involvement is the forefront of purchase


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