Human-Centric Marketing
A marketing approach that designs strategy, products, and messaging around genuine human needs and experience rather than around channels, technology, or internal processes first.
Explanation
Human-centric marketing prioritizes the actual person, their needs, context, and emotional experience, as the starting point for decisions, rather than starting from a media channel, a technology capability, or an internal organizational structure and fitting the customer into it. It shares roots with human-centered design in product development, applying the same empathy-first discipline to marketing strategy and customer experience. The approach counteracts a common failure mode where marketing organizes itself around what is easy to measure or execute internally instead of what actually matters to the customer, which is its main value for marketers.
Usage context / examples
Discussed by Brian Irving of Lyft and Micky Onvural of TIAA on MMA's Building Better CMOs podcast as a stakeholder- and customer-first approach to modern marketing.
Related terms
Human-Centered Design, Customer Experience, Empathy-Driven Marketing
Turkish definition
Strateji, ürün ve mesajlaşmayı kanal veya teknoloji yerine gerçek insan ihtiyaçları ve deneyimi merkeze alarak tasarlayan bir pazarlama yaklaşımıdır.
Source: MMA Academy Sözlük