We have undergone a transformation in social relations in recent years, also, the digital marketing industry needed to adapt to the new reality. In this new social and economic moment, consumers are the most powerful actors.
First, to adapt to this new era, marketers must remember that their target audience is, above all, made up of human beings who have defects and make mistakes.
Thus, it is extremely necessary to create a brand that reflects these vulnerabilities. Brands must be kind and honest and admit their mistakes. Because, in this new scenario, the main objective is to create a feeling of trust and friendship with the customer.
In order to create human-centered marketing, digital anthropology was adopted. Initially, we must remember that anthropology is a science that is dedicated to the in-depth study of the human being, it is a term of Greek origin, formed by “anthropos” (man) and “logos” (knowledge).
Digital anthropology is dedicated to understanding how the connection between humanity and digital technology works and explores how human beings interact with digital interfaces.
Marketing created from digital anthropology, addresses its consumers as complete human beings, who think and have feelings. In this way, they fulfill the functional and emotional needs of consumers, without forgetting their desires and desires.
To incorporate digital anthropology into your company's strategies, use methods such as: Social Listening, netnography and empathic research.
Social Listening:
Monitors what is being said on the networks about your brand. It is mainly used to evaluate content marketing, in addition to identifying leads .
It is great for social management of customer relationships, to identify complaints and resolve them before they damage the brand image. In short, social listening is a great tool, as it captures the social dynamics of communities. People are much more sincere when commenting on posts, among their groups, than answering interviews.
Netnography:
Created by Robert Kozinets , is a method that adapts the practice of ethnography to study human behavior in online communities. Imitating ethnography, netnography emerges in communities in a discreet way. This being the main difference between netnography and social listening, as netnographers actually enter communities and develop empathy for other members. With the primordial permission of the members of the communities where the research will be carried out, the netnographs emerge in the exercise of social listening.
Empathic research:
Known as IDEO and Frog, empathic research requires personal observation, dialogue and collaboration between researchers and members of the community. Thus, it is the one that most resembles traditional ethnography. For its operation, empathetic research includes several professionals, such as psychologists, anthropologists, engineers, product designers and marketing professionals. Because they are from different areas, each professional will have their attention called by some different factor. Generally, the results of these surveys lead to the creation of a new brand campaign.
Digital anthropology will differentiate your brand, consequently, it will attract more leads and your competitiveness will remain .
Changes happen quickly, all relationships are focusing on digital.
Adapt to not be left behind!
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