The Evolution of Marketing: From Product Promotion to Human Connection
Marketing is no longer just about creating eye-catching campaigns or telling compelling stories; it’s about building a more human approach that fosters connection and empathy with consumers, according to marketing expert Ronan Massez.
Brands must recognize that their messages have a social impact, as they not only promote products but also convey values and worldviews. As Massez, author of “Human Centric Marketing,” states, “What a brand communicates influences people’s thinking.”
Connecting Before Selling
Massez emphasizes that brands should shift their focus from solely sales-driven to building deeper relationships with their audience through human-centric marketing. This strategy places people at the center, aiming to create closer and more genuine connections.
Brands need to communicate beyond their actions and seamlessly integrate into everyday life, as exemplified by Coca-Cola. Instead of focusing on their primary product, refrescos, they communicate magical family moments. This approach allows them to connect with consumers on an emotional level.
From Storytelling to Participation
While storytelling remains relevant, Massez warns that today’s consumers want to be more than passive observers; they wish to participate in a brand’s narrative.
This requires actively listening to audiences and fostering genuine conversations. Brands must engage organically, authentically, without appearing overly sales-oriented.
In this context, consistency and authenticity become crucial. Massez notes, “Brands that fail are those pretending to be something they’re not. If the message doesn’t align with the company’s reality, consumers will detect it.”
The Transformation Starts from Within
For a human-centric marketing approach to be credible, the transformation must begin internally within organizations. Massez stresses that a company cannot project humanity externally if its internal decisions contradict these values.
“If a company communicates humanity but lacks internal coherence, the message is broken,” he explains. Thus, a solid organizational culture and supportive leadership are essential for this mindset shift.
New Metrics for a New Connection
Massez clarifies that human-centric marketing doesn’t mean abandoning traditional marketing or neglecting financial metrics like ROI. Instead, it involves incorporating new measurements such as consumer connection alongside traditional financial metrics.
“Financial metrics remain important, but measuring connection, experiences, and emotions is equally crucial,” Massez concludes.
Key Questions and Answers
- What does Ronan Massez mean by human-centric marketing? Human-centric marketing is a strategy that prioritizes people, fostering genuine connections and integrating brands into everyday life.
- Why is it important for brands to connect on a human level? Brands that connect authentically with consumers build lasting and sustainable relationships over time.
- How can brands shift from product promotion to human connection? By focusing on building relationships, integrating into daily life, and fostering genuine conversations with consumers.
- What role do internal values and culture play in human-centric marketing? Internal alignment with promoted values is crucial for credibility in human-centric marketing efforts.
- What new metrics should brands consider alongside traditional financial measures? Brands should measure consumer connection, experiences, and emotions in addition to traditional financial metrics.
