Marketing Humano III: question of confidence

The tremendous impact on various social forums that are generating this new twist to the marketing (#marketinghumano) It was in a predictable way, although it is still surprising ease and enthusiasm with which this proposal is being assumed that rather than change the view that the new marketing has the new market it aims to change the approach itself. This is; overcome the marketing concept of company / product / consumer / person into a new dimension person / person.

Construction and development personal branding It has a lot to do with this new scenario. Personal brands with values ​​strengthen social and economic relations.

This implies that people become aware of their brand value, not as a product or client. The difference goes far beyond the lexical. The difference is the emotional authenticity.

I can make a product and provide it with emotions. It's really easy, that's what advertising. It is an inanimate, unable to communicate Leg. Arguments and advertisers communicate by him or brand.

But when we talk about people talking about particularities, life experiences, sensory and emotional. It is pure reality.

People build their brand from values, skills and differences. And a promise of value based on trust. Trust is something of an accepted hypothesis on the future behavior of the other.

What role does trust in human marketing?

The role of trust in human marketing is bidirectional. It is home generator but also receptor.

The first creates a system of interactions where my brand, my values, my skills and my differential arguments act creating an environment of respect and cordiality to govern the personal and professional relationships.

The second confidence returns received and acts as catalyst relations.

This relationship marketing, between people and values, human marketing, Confidence needs to be viable and practiced.

It generates credibility to convey your value promise. It generates confidence to predict satisfaction. Satisfaction used to amplify and extend its model.

We can say that with confidence, it is possible to assume a certain degree of regularity andpredictibilidad in social actions, simplifying the functioning of society. And that's saying something.

Leaving aside the functionalism of this proposal we can say like other authors that trust is the basis of all institutions, and also acts as contrast power, forcing him to conform to our own expectations.

Loss of confidence usually comes by emotional exhaustion. This occurs when our value promise has not met expectations in shape or expected time. And you know how hard it is to recover.

Do you believe in the power of trust? Do you believe in the Human Marketing?

Marketing Humano II: With "C" CREER

We said last Tuesday that human marketing is a form of marketing that has 4 "P" but 4 “C”: Believe, Trust, To collaborate, To communicate. Today focus this second part in the first "C": BELIEVE

The various definitions of the verb believe we found in the RAE, we are left with this: Give credit to someone. So cold but so real. Giving credit is believing. I believe in you, your values, and for that I give credit, and why you contract, and why I choose. It was Unamuno who went further and said "To believe is to create”.

First: Brands that believe in people

Why are successful viral videos? Because people believe less and less in business and increasingly people. A virus is a video or article or image that come recommended by someone close to us.

Why you succeed WOM marketing (Word of mouth o marketing boca/oreja)? Because it is recommending friends. And a friend never recommend something you do not like.

Both viral marketing as WOM marketing are strategies that fit perfectly into the range HUMAN MARKETING: This is a message to be emotional and I affect my, not a collective. If I come across someone close that message has all the force of the universe.

So, How you should focus on marketing from the perspective of BELIEVING? How you can send a message to move the border of reason and emotion reaches? marketing experience, neuromarketing. Something that already sounds to us but we do not think enough.

Trademarks must understand that we are not consumers, or customers; They must understand that we can be partners in crime of activity, we have to engage in the process, make us share in its history. L'Oreal, with "Because you’re worth it” (Because you worth it) He created a statement of principles of human marketing. Perhaps now it requires action endow. Some brands already understand but do not know how to put it in value. And they do not realize that it is a matter of values ​​rather than intentions.

A good example of human marketing based on the idea of ​​believing was the campaign early 2000 “¿You like driving”? Signed by BMW, and created by SCPF, that the product did not show, it only showed the sensation of use. Camper years ago and he spoke of "I like to walk”. We talk about marketing that believes in people, the supposed intelligent and not repeating hammers 8 Sometimes the mark on an ad. That is believing.

It was also based on believing Apple when in 1983 He announced the launch of Macintosh breaking prophecy Orwell 1984: He did not get to show the product in an announcement of 1 minute and more: just he passed the announcement on television once. It was in between the Superbowl. However, that, “1984”, It has been the most watched ad of all time. Why? That means the viralizaron, they believed.

After: people who believe in people

We all believe in something and someone. This is not to believe in something greater, of faith. We talk about the beliefs that we each have and we accept things predispose positive or negative, to filter their ability to affect us according to our parameters. This form of prior trial predisposes our actions and credibility to give to others.

By your actions you will judge. We who believe in others for what they are, what they do and what they say. Is this marketing? Yes it is. Es marketing personal, marketing among people, pure communication, It is relational essence. It is the biggest marketing. You will believe a brand if you check your promise of value. And you got to check only if the brand believes in you.

And people are brands, so likewise we generate credibility. It looks easy but believe me it is not. Believe in yourself, to get started. That too is human marketing. After the one of the golden rules is to convey the product benefits and that the arguments for doing so are real. It is also ethical.

If you learn to believe in yourself, and the times it has certainly become complicated, You learn to believe in others.

The new marketing revolution

concluding, human marketing is believing. It is to believe in yourself and others. Once the marketing generates among people, Brands stop thinking that with the 3.0 it is understood the new market. Marketing 3.0 It represents a product that people think. Let's go over there, people believe in people. Something that should permeate the social and political marketing from the outset. This really is a revolution.

It's a matter of believing.

We will continue next Tuesday with the second "C". Meanwhile we leave the BMW and Apple ads that made history.

[youtube https://www.youtube.com/watch?v = XGVVrzvIiRw&w=420&h=315]
[youtube https://www.youtube.com/watch?v = OYecfV3ubP8&w=420&h=315]

Marketing Humano I: Because we are not customers or consumers, We are people

I leave the series of articles that talk about a new marketing perspective, we call Human Marketing. They are collaboratively written by Paul Adam and Guillem Recolons.

How many times have we heard that well sonante reflection that comes a new era. As well, you stay not looking because it has arrived. I guess if you're alive and you may have noticed.

marketing humano

In recent weeks we have been working on two interesting projects, one focused on product marketing and other consumer marketing.

The first is a large shoe manufacturer, innovative and technological, world-wide and recognized brand among consumers; Product Marketing. The second works on a series of events and activities for a big city; city ​​marketing.

Based on the first project we have reflected on the need to interpret a new stage on which to design new strategies. That scenario we can intuit but is still defining and structuring. Lacks measurement parameters, still no rules. Things are changing, Product and market.

And from the second, the goal is one hundred percent consumer; find what they like and generate support and satisfaction.

Until now, a focus product innovation criteria prevail, design and technology, while in a consumer focus above all they have identification and satisfaction of desires and needs of the public default.

Parallel and from consulting personal brand SOYMIMARCA, at recent meetings we have been also talking about certain cases in which the parallelism between product marketing and personal branding are not compatible.

What a mess between cities, products and people.

Arguing about all this we believe it is time to think that if everything has changed scenario, He is marketing it also made.

Bye bye marketing He gave us a first clue to the new dimension 4 pes, and then the recent and excellent marketing 3.0 of Kotler, that keeps the Business man at the center. We had not realized was missing the fifth p, people. As well, what we propose here is not a pmore or p less, but a new marketing approach: The Marketing Humano.

A marketing among people, peer, horizontal and without products. Thinking of people as a principle and purpose of this transaction relationships, knowledge and values. Based on respect and the presumption of marketing intelligence, beyond statistics, tastes and preferences. A marketing claimed by the new market, between personal brands, where the poles of the relationship, rather than brands or consumers, they are human.

A marketing should humanize, from below, the market and its relations. Generardor marketing a value between people. And we just do not quite believe that a "marketing a bithuman", we choose to talk about a new concept: Marketing Humano, no more and no less.

The Marketing Humano It is a form of marketing that has 4 pes if not 4 these : Believe, Trust, To collaborate, To communicate.

Because we are not customers or consumers, We are people. Because you have to humanize the marketing, and because it only takes one marketing a bit human, but a true Marketing Humano.

… to be continue

Joshua Bell image by Shutterstock.com