Simon Sinek says, “People don’t buy what you do. They buy why you do it.” The “why” is a story, and the best marketing is supported by the stories we tell. With so many new AI tools right now helping marketers produce generic content quickly and cheaply, telling authentic and engaging stories is even more important. Given this new reality, what can you do to humanize marketing efforts to ensure your campaigns connect?
In this article, we discuss this hot topic and share resources for extra learning and inspiration. Take a look, and let us know what you think.
What does “humanizing marketing” mean?
Humanizing marketing refers to the practice of infusing personal, emotional, and genuine elements into promotional activities, ensuring that marketing strategies resonate on a human level rather than feeling impersonal or automated.
It includes components such as:
- Monitoring
- Feedback management
- Crisis management
- Consistent messaging
Using video to create more authentic marketing messages
The power of video is that it allows brands to connect with viewers through real people, genuine emotions, and relatable scenarios. “Using video to connect with a prospect is so much more than a cold call. It humanizes the selling process,” says web marketing strategist Brian Rotsztein.
91%
Wyzowl, 2023
That’s how many consumers say they want to see more storytelling web video content from the brands they love
Unlike static content, videos encapsulate tone, body language, and visual context, all of which are instrumental in transparently conveying a brand’s ethos and values. And as a result, video-enhanced marketing messages often resonate more powerfully, fostering trust and bolstering brand loyalty.
A balancing act, or when NOT to humanize marketing
While many marketing experts advocate for the humanization of marketing, there are some circumstances and contexts where this tactic isn’t the best approach (or when a balance needs to be struck between personalization and efficiency).
Here are three examples to consider:
Data and privacy
Privacy breaches happen! Hackers are going to hack. It’s a reality of doing business in today’s world.
How are you protecting your customers’ (and leads’) personal information? Is what you’re doing enough? Are you sure you’re acting responsibly and ethically?
With GDPR, CCPA, and other privacy regulations in play, companies should tread carefully when using personal data to overly humanize marketing efforts. Collecting and managing data for marketing personalization should never come at the expense of your customers.
Cultural differences
Humanizing content can have cultural implications.
Did you know … 70% of international ventures fail due to cultural misunderstandings, according to the Harvard Business Review? Cultural differences can skew message perception, potentially alienating or offending prospects. Always research—and respect—cultural contexts when to ensure your marketing lands positively.
What feels personal and engaging for people of one culture might be considered overly familiar (or worse—completely inappropriate!) in another.
For more about marketing and respecting cultural differences, check out business expert Erin Meyer’s The Culture Map (2014). In the book, Meyer covers—in greater detail—the vast differences in communication styles across cultures.
AI and automation
In some contexts, your customers probably don’t want their marketing personalized and would prefer efficient, fast, automated responses.
Take, for example, if you have a customer who is trying to track a package. They would likely prefer a quick automated response from a chatbot over a more “humanized” interaction that takes longer.
It’s essential to approach the humanization of marketing with a strategy that’s based on a nuanced understanding of your target audience, the context, and your specific goals.
Related reading
A humanizing marketing approach transforms simple transactions into real connections, helping brands connect with their audiences. Here are some articles we recommend to explore this topic more.
- Entrepreneur: What is Humanized Marketing and How Does It Affect Your Business?
- Medium: Humanizing Marketing: “Nudging” Towards Meaningful Change
- HubSpot: 15 Tips for Humanizing Your Voice
- Neil Patel: How to Humanize PPC Ads
Additional resources
Check out these blog posts from the marketing experts at TBH Creative on creating humanized marketing that can help your company’s next campaign resonate more authentically.
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Here’s what you need to know.
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Note: A version of this blog post first appeared in the Creative Edge, a monthly email with marketing news and tips from the TBH Creative team. Don’t miss the next issue.
