Marketing has had many trends over the years, but taking a human approach is just now surfacing within companies.
Marketing has played an imperative role in the growth and development of businesses throughout the ages. As technology and trends have come and gone, companies' approaches to their consumers have gone from invasive to inviting, from abrasive to appreciative. In recent years, the trend toward sincerity and authenticity in campaign messages has started to make its voice known loud and clear, and in 2015, Human-to-Human Marketing will bridge friendly gaps between businesses and their buyers.
Since we've established that the most important items in this business equation are humans, let's talk about what being human actually means. There are several traits attributable to us as people that translate beautifully into the scheme of campaign things.
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You Have a Story.
So does your business, and so do your consumers. Human-to-Human marketing focuses on a story that your audience can relate to and bond with. Take Subaru, for example. In one commercial, we watch as a Labrador puppy takes his first adventure to a cabin in the woods. Subaru then takes us along for the ride as the pair grows together and ages, giving us a glimpse into our own lives.
You Emit Emotion.
Even the most insensitive people emit emotion from time to time. Some companies have really begun mastering the art of connecting human emotion to their products. Apple's ads are known for making waves on the interwebs. The 2013 Christmas video "Misunderstood" won an Emmy for its portrayal of a seemingly over-stimulated teenager who had too much access to technology. In the end, this kid, who seemed otherwise preoccupied with toys produced a heartfelt video for his whole family. This year's holiday commercial produces just as much emotion, taking us through generations of a love story.
You Like to Laugh.
Not all marketing has to be funny, but you should know what your audience likes so you can gear yourself in the right direction. One of our favorite examples is ESPN's Devils commercial, which is funny to a diverse audience.
