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10 June 2022 | Posted by angela.tuduri

Human centric marketing, the paradigm shift

Marketing phases and strategies have taken a 360° turn over the years. As societies and technologies transformed, the laws of marketing transformed with them. We have changed the way we produce and consume advertising.   

Not only have brands adapted their forms of production, but the recipients we used to target have also changed.  

How do brands now connect with customers and users?  

From product marketing to digital marketing  

The technological revolution has driven the digital landscape, and it has not been the only one. The pandemic has also accelerated the processes of automation and digitization, putting the focus on the advent of information and communication technologies (ICT).  

Before this digital revolution, marketing, advertising and communications were very different. Now, consumers seek more personalized messages and build relationships with brands. This forces companies to reinforce messages and establish closer and more lasting ties.  

Let's look at how marketing has evolved from its beginnings with marketing 1.0 to the latest generation 4.0.  

Marketing 1.0  

Currently, brand communication is 100% one-way. We have seen how in the era of marketing 1.0 all action and strategy were focused on the product and left the consumer/customer in the background and without voice or vote.  

This type of marketing focuses on offline channels. Television, radio, print formats... an offline marketing strategy in which the consumer acted as a passive receiver and only sought product sales. 

There was no interaction or relationship with customers and the main objective was sales.  

Marketing 4.0  

In this new stage, marketing is focused on relationships. In strategies focused on achieving a good brand-user relationship and improving the customer experience.  

Marketing 4.0 combines offline and online advertising. They seek to interact with consumers, gain their trust and forge lasting relationships. It is about providing the user with what they want, not overloading them with unnecessary information. Make them part of the brand vision through communities and interactions. 

A new way of communicating with users and offering them what they are looking for. We are in the technological era, the era of the internet of things and digitalization. A time when the focus is on people and not products. This is where the concept of Human centric marketing is born. 


The idea of human centric marketing places value on human beings, their needs and feelings. They are not simple consumers of information. They are looking for an equal relationship in which they can participate and feel listened to. A new way to build trust and gain loyal followers who share the brand identity.  

In this new approach, recipients become active beings who participate and interact with brands and offer their own point of view. This means that with the new era of marketing 4.0, a company's success will not be measured in its sales, but in the engagement, it generates in its digital media.   

Human-centric characteristics  

The most notable characteristics of human centric marketing are empathy, kindness and reciprocity. Being like the inbound marketing strategy, both tactics pursue customer satisfaction in an organic and close way.   

The pandemic has made users change their consumption habits and see the world from a new perspective. They are now looking to feel included, identified with the brand and receiving communications from clarity and transparency.   

Users want to see the human side of the brand. At a time of technological growth and digitalization, people are looking for feelings and passion. The era of marketing with passive recipients is over; now, recipients are more active and participative than ever.   

Kindness, empathy and reciprocity. To succeed with a human-centric marketing strategy, we must ask ourselves three questions:   

What do we contribute to society? What is our personal value?  

What are the needs and concerns of the society I am addressing?  

What consequences will our decisions have on society?   


Human centric marketing is a strategy with very human traits. It seeks a proportion and balance between human-centric objectives and sales and business-centric objectives. The benefits that we can reap by following a strategy like this will be:   

Expand relationships with users. Most companies that engage with their customers get a higher degree of interaction, which translates into greater loyalty and a greater number of recommendations to potential people for the brand.   

Find new areas of growth. To implement a human-centric marketing strategy, you'll need to get inside the minds of your potential users and find out what they really need. Whether they feel your brand is meeting that need and what they want you to do to serve them better. All this information will help you discover the needs your customers require and satisfy them.  

Improve branding. Branding is not only about how your brand messages are presented, but also how your products, services and features are perceived by the people you are targeting. Human-centered marketing focuses on the customer experience during all stages of the buying process. This enhances brand perception and, consequently, positive characteristics to your brand and branding.  

Implementing a human-centric strategy will help you humanize your brand and attract loyal customers. Thousands of brands are already joining the humanization of their resources to offer new experiences. If you want to know more about marketing strategies, content and social networks, discover the Master's Degree in Digital Marketing and Social Media Management at La Salle URL. Learn about the digital environment that surrounds us and receive the best training in digital marketing with this master's degree.   


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