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

x

Goldschmidt & Howland

Bespoke Website Design & Development with Property Feed Integration

Goldschmidt & Howland are North West London's Leading estate agent and letting agent servicing Hampstead Garden Suburb, Belsize Park, Kentish Town, Little Venice, St Johns Wood and more.

Why Media created a brand new bespoke website for the company to enhance their online presence, modernise the design of the website and ensure the site was optimised for search engines.

x

Bovis Homes

Stanton Cross Website

Bovis Homes build some of the best new homes in the UK that are great places to live. Stunning new homes and apartments for sale right now.

Why Media were commissioned to design and build a bespoke website for the Bovis Homes Stanton Cross development. Stanton Cross is a brand-new community in the heart of Northamptonshire on the eastern edge of the historic town of Wellingborough. The website provides an engaging platform for the development and location information.

x

Go Epsom

Campaign Branding

Go Epsom is the campaign created for Epsom BID. The colourful and vibrant campaign branding was created to promote the town of Epsom, Surrey.

The colour palette and facets were selected to reflect the individual aspects of the town such as shopping, dining and entertainment, while still working together as a whole to form the brand identity.

x

The Heart Shopping Centre

POS Design

Why Media manages and promotes the Heart Shopping Centre Kids Club events. The POS creative for the events is displayed throughout the centre in advance of the event and is also provided in all required formats for the website, social media and advertisements.

x

Rivera Property Consultants

Branding & Corporate Stationery Design

Rivera Property Consultants is a leading company offering Property Sourcing, Sales and Lettings Management, Interior Design and Development.

Why Media were approached by Mr. Rivera, a property agent with over fifteen years of experience in the London Property Market, to undertake a full branding and website design project for his newly established business. The branding was crafted to present the company as high-end, professional and established. 

x

ACAI Group

Branding & Corporate Stationery Design

Why Media were delighted to launch the new brand identity and website for ACAI Group, a property investment company with a number of high profile commercial, retail and land assets across the UK.

These assets include 8-10 Grafton Street in Mayfair, The Heart Shopping Centre in Walton-on-Thames Surrey and, the flagship store for high-end retail brand Dior on the prestigious Bond Street. The objective of the branding and creative element of this project was to inject colour, depth and a story behind the brand identity and overall messaging of ACAI (the initials of which represent the three owners of the company). Following completion of the branding process, Why Media delivered a full stationery package including business cards, letterheads and compliment slips and a comprehensive set of brand guidelines, ensuring the brand identity and reputation are protected through a stringent set of ‘brand rules’.

x

The Heart Shopping Centre

Magazine Design, Print & Distribution Management

The Heart Shopping Centre magazine is distributed every 6 months, delivering a Summer issue and Christmas issue. The magazine has been crafted to entice customers in the local area to visit the centre. The magazine is updated with each issue to tie in with the branding, event creative and any campaigns that are running and has proven to be a great success.

x

County Square Shopping Centre

Social Media Management

Located in the heart of Ashford, Kent, County Square shopping centre offers a friendly welcome to visitors from across the county and further afield. With more than 50 shops alongside cafes and restaurants, County Square is the local, relaxed choice for the community.

Since Why Media were appointed as the social media managers for the centre, the account has seen phenomenal growth in group numbers of over 1800%.

x

Blue Whale Capital

Bespoke Website Design & Development with Custom API Integration

Blue Whale Capital approached Why Media in a quest to create a modern, functional and tailor-made website with a partner they could work closely and honestly with for this project and their future design and marketing needs.

The website is functionality focussed and incorporates a bespoke API to allow visitors to invest directly through the website. Each call-to-action has been carefully considered to enhance the user journey and ultimately encourage visitors to invest with the company.

x

Larkfleet Homes

Larkfleet TV Video Production & Marketing

LarkfleetTV creates engaging content to promote the Larkfleet Group housing developments. Why Media plans, films, edits and promotes the videos for the company, helping to drive sales and raise the company profile.

x

Woking Shopping Centre

WokingTV Video Production and Promotion

As a leading regional shopping centre destination Woking Shopping needed to join up a number of platforms to help highlight new retailers and restaurants at the centre as well as a new market area.

Why Media produce monthly videos for WokingTV, and manage all elements including storyboards, planning, filming, editing, video promotion across social media and integration into the website.