Part III Tactical Marketing Applications in the Digital Economy
Understanding Humans Using Digital Anthropology
Use social listening, netnography and emphatic research.
Social listening is advantageous for
identifying leads
understanding social prospects in selling
customer relationship management e.g. identifying complaints or negative sentiments
track own brands and competitor brands
market research
Netnography is best at understanding human behaviors in e-tribes or online communities akin to an immersion.
Emphatic research uncovers latent customer needs through in-person observation, dialogue, brainstorming and collaboration. Usually done in a team comprised of psychologists, anthropologist, product design, engineers and marketers.
Building the 6 Attributes of Human-Centric Brands
1.Physicality
Brand identity such as logo,tagline,compelling product
design and solid customer experience design.
2. Intellectuality
A company's ability to be innovative in finding solutions to
problems.
3. Sociability
Listen, answer, engage and share interesting content on
social media.
4. Emotionality
Connecting with customers on an emotional level which
drives action usually inspirational or humorous.
5. Personability
A company has great self-awareness, not perfect and
acknowledges its flaws.
4. Morality
A company that is ethical has strong integrity and courage
to do right.
SUMMARY: WHEN BRANDS BECOME HUMANS
Q:What are the deepest anxieties and desires of your customers?
A: From my basic understanding of the market depending on their life stage some are looking for human connection, their family is their vocation, a balanced life, striving to achieve, seek to be their true selves or their family is dependent on them.
Q: Does your brand possess human qualities? What can you do to make it more human?
A: Our brand is warm,positive and friendly but to make it more human in the digital sphere has yet to be explored. In my point of view it has yet to improve on intellectuality and personability because I've yet to encounter an acknowledgment of flaw or a breakthrough solution for the current generation of Overseas Filipinos (OF).