marketing humano

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 guys at 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

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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