I have talked a lot about human-centered digital marketing on my various channels and media.

I have explained it in bits and pieces, but I have never sat down to hammer out exactly what it is I mean when I toss the phrase around.

Now, there are a lot of ways someone could go about answering “what is human-centered digital marketing?”

I will not pretend to set the record straight on one ultimate definition. By no means.

Instead, I want to lay out what I have come to believe what human-centered digital marketing means and how I use it in my business.

From there, you can agree or disagree with me all you like.

Sound good? Great.

What is human-centered marketing?

Before we add “digital” into it, let’s just discuss what human-centered marketing is in general.

When businesses and brands engage their current and potential customers as entire human beings (with hearts, brains, spirits, etc.), then that is human-centered marketing.

What does this mean?

It means that these types of brands don’t simply try to “get a click” from their customers. 

They recognize that each customer has a brain. They may need to be convinced and encouraged that what they are offering is, in fact, a good product or service.

They recognize that each customer has a heart. Whether the product or service is good, bad, or ugly doesn’t matter when they are in the throes of emotions, like during the grief of loss or the thrills of parenthood. They need to connect with these customers at an emotional level.

They recognize that each customer has a spirit. They need to connect with something beyond logic and emotion. They need to connect with the customers on a higher level, spiritual or otherwise.

How do companies do this?

They follow three essential values of digital marketing: be human, be helpful, be kind.

In short, being human means showing that the people you work with are real life human beings and the employees you have are also real life human beings. Being helpful means always going above and beyond to serve your customers, even before they are your customers. Being kind means setting an example of doing the right thing, going out of your way to appreciate and encourage others, and give more than you ask for.

Some of these are tall orders, but when a brand does it right…

…they experience insane amounts of growth and change in their business and in their customers.

Now, what is human-centered digital marketing?

Adding the word “digital” doesn’t affect the definition as much as it does the “medium” of how these are accomplished.

In traditional marketing, digital marketing is a part of the entire marketing process.

For human-centered digital marketing, we focus entirely on how we are presenting ourselves online.

This means honing in on web copy, blogs and articles, social media content, email marketing, digital ads, etc. We aren’t concerned with postcards, billboards, physical product design, etc.

So human-centered digital marketing is a small part of the greater whole of human-centered marketing.

Specifically, this looks like being human by showing videos and pictures of employees and customers. A brand can be helpful in digital marketing by offering plenty of free, high-quality content, interacting and engaging with customers beyond simple likes, shares, etc., and sharing tips regularly at no cost or strings attached. Lastly, a business can be kind by displaying appreciation for quality customers, celebrate employees as they earn accolades, and even send specific emails to customers during times of grief, excitement, etc. to offer encouragement.

There is so much more that could be discussed, but this is the basis of what I mean when I talk about human-centered digital marketing.

Hopefully it offers some clarity and lights a fire under you to be your best online!!

Want to see more about human-centered digital marketing?

I have a small Facebook group for those interested in learning about human-centered marketing, specifically digital marketing. I don’t advertise it often, but here it is!

I also post regularly on Instagram, LinkedIn, and Facebook about all kinds of marketing, digital marketing, and cool news. All those links are down below if you want to check it all out.

Lastly, if you like what you read here and are thinking to yourself, “Shoot, my business could use some human-centered marketing touches,” then I have great news for you. I am always looking to connect with great people and businesses, so let’s get in touch (no strings attached) and see if I can help. Even if you don’t hire me, I still try to help as much as I can.

You can reach out to me at my email address or fill out the contact form and we will get the ball rolling from there!