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Marketing Humano IV: Collaboration key

We started this fourth installment of "Human Marketing" recalling the four "C": Believe, Trust, Collaborate and communicate. Today we focus on a major "C", to collaborate.

Is forced reference to Kotler and their 10 beginning of the new marketing”, it cites collaborative marketing and defines it as a marketing it evolves from transactional (1950) and relational (1980) and whose central axis is the collaboration with the client-the person- to jointly create new and unique ways to generate value.

We remember that in the beginning of the marketing, known as transactional marketing, the company defined and created value for consumers. The arrival of relationship marketing meant that the company should attract, develop and retain profitable customers.

But the great success of the "C" to work is that finally the company has people -customers- when designing and distributing their ideas. The company invites outsiders to jointly develop ideas which can then generate new services or new products. Only in this way phenomena are understood as Wikipedia, the largest collaborative encyclopedia that exists. Only in this way it means that we can choose the same model watch 15 bracelets of different colors. Only thus understood that exists in food stores can choose black chocolate with chili, with orange, with raspberry, with mint, with cinnamon, and over a mountain flavors.

People are no longer satisfied with buying a watch, we want a personalized watch, it is almost exclusively our.

The reality of web 2.0, a phenomenon collaborative by excellence, It has facilitated more direct contact between companies and people thanks to blogs, social networks and the increased use of storytelling as an element of emotional communication. If I try a new flavor of chocolate, I enter the web or blog manufacturer and give you my opinion. That costs me 30 seconds, when 20 years ago it involved a process of weeks.

If a brand convinces me for a very low price but bring me other values, for me it will be a simple commodity, but it will never reach the brand category, because it will lack the emotional bond.

This new approach to the business of business involves an increasing approach to people or customers, an area of ​​continued collaboration and positive. It is an opportunity that neither companies nor individuals should miss, one of the most human aspects of marketing.

But still we go beyond. The collaborative spirit should be moved from the address client-company collaboration between people.
The true human marketing, collaborative, It poses a humanist universal principle of collaboration between people based on knowledge, respect, synergy and spirit of personal development, growth and learning.

Let us not only at the enterprise level or market, the new marketing is not just about a change of direction, but moving to new dimension, relational and conceptual.

We will be pending mention the last "C", communicate the. Without fail next week. Do not forget to follow the debate on Twitter with the hashtag #marketinghumano

Guillem Recolons and Paul Adam / Personal brand consultants

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]