Article

Rani Kubersky
Rani Kubersky 20 July 2015
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Optimization Is Dead, Long Live Human Marketing

Human Marketing is a new strategy that uses emotional observations about users to create a personalized user experience.

What Is Human Marketing?
Human Marketing is a new strategy that uses emotional observations about users to create a personalized online marketing experience.  It works under the assumption that humans are not all the same, and nor are their emotions.  In understanding this, we can begin to produce marketing that is more meaningful and relevant to each individual person, thus increasing conversions.



How Will Human Marketing Increase Conversions?
Human Marketing states that no two individuals will convert for the same reasons.  For example, a visitor on your website may convert because he is feeling excited while another visitor may not convert because he is feeling frustrated.  Increasing conversions is achieved by catering to both this excitement and frustration, as well as the vast range of emotions that people experience online.   By making us more aware of individual customer’s behavioral patterns and mood-states, Human Marketing is able to boost conversions by giving customers a more personalized experience.

Why, As A Marketer, Should I Care About Human Marketing?

Intuition and emotional intelligence have always been an essential part of the marketer’s repertoire. But online interactions create a distance and barrier that often prevents marketers from activating these essential skills.   Current technology also forces us to put people into boxes and categorize them – at a time when people expect to be treated as individuals. Human Marketing is enabling marketers to craft more personalized and relevant experiences for each and every online customer.

 

Who Is Practicing Human Marketing?

Facebook has introduced the opening of artificial intelligence labs, to optimize the user experience on their site.  They have been using observational technologies to ensure that the newsfeed always interests you. By watching your scrolling patterns and mouse movements, they compile information about people and things that attract you, for instance recognizing your interest in politics and fashion, and creating a feed that reflects them.

 

Is Human Marketing Ethical?

The process of Human Marketing can be likened to a shop-keeper’s interactions with his customers.  In the same way that a shopkeeper is aware of his consumers body language as he walks into a shop, the computer also picks up on social cues to increase conversions. Understanding the mood of a consumer is essential to engaging with them.  The ultimate goal in the process of Human Marketing is facilitation to create the optimal user experience, instead of archaic manipulation marketing.



Original Article

 

Find out more on the future of Content Marketing at our DLUK - Trends briefing on the 24th September 2015

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