Think Human-Centric or Perish

Changing trends, lifestyles, and usage habits constantly drive the development of new marketing strategies. Reviewing the evolution of marketing, it can be categorized into distinct phases: production era, sales era, marketing era, brand era, consumer era, future era, and globalization era. After moving past the product/production, sales, and marketing phases, Bose outlines the development of marketing between 1850 and 1990 in four main periods, emphasizing the final phase as “customer-centric marketing.” This stage owes much to technological advancements, the proliferation of the internet, and globalization.

Evolution of Marketing:

  • Marketing 1.0 – Product-Centric Era: Dominated by a product-oriented sales approach, this era focused on mass production, epitomized by Henry Ford’s assembly line concept in the early 1920s. The idea was simple: produce and sell everything manufactured.
  • Marketing 2.0 – Customer-Centric Era: The rapid dissemination of information and technology shifted the focus to customer preferences and demands. With the internet’s rise, the transition from Web 1.0 to Web 2.0 introduced interactive platforms, giving birth to social media. For instance, by 2010, Facebook surpassed 500 million users globally and was regarded as the most successful Web 2.0 application.
  • Marketing 3.0 – Human-Centric Era: This modern marketing era emphasizes a “human-centric” approach, appealing to both the mind and heart. It marks a transition where consumers actively participate and engage with brands, shaping their strategies. The hallmark of this era is storytelling, where brands involve consumers as narrators, fostering deeper connections.

Example of Human-Centric Marketing: Pampers’ Welcome to Parenthood

Procter & Gamble’s Pampers brand exemplifies a successful human-centric Marketing 3.0 campaign with its Welcome to Parenthood initiative. The campaign aims to engage new parents emotionally while providing practical support.

Campaign Highlights:

  • Pampers launched a 14-episode web-based video series featuring new parents discussing baby care topics such as diapers, potty training, and sleep routines.
  • Videos were shared on Pampers.com and its Facebook page.
  • The project was co-sponsored by Abbott, the producer of Similac and Beech-Nut baby products.

Key Features:

  • Content over Promotion: Instead of aggressively promoting Pampers diapers, the series offers advice and assistance for new parents, creating content that resonates deeply with their audience.
  • Social Media Engagement: Pampers uses platforms like Twitter to share user experiences, family stories, and joyful moments with children, avoiding direct product promotion.
  • Practical Resources: The Pampers website focuses on providing valuable information about baby care, parenting, and child-rearing rather than solely showcasing products.

Campaign Results:

  • The series garnered over 20 million views within three months.
  • Positive perceptions of the brand increased by 15%.
  • Purchase intent grew by 10%.
  • Parenting bloggers highlighted the series, and user-generated content added significant value to the brand.

This campaign illustrates how a well-executed human-centric marketing strategy can yield remarkable results.

Sources:

  • Hakan Okay, Good Marketing Practices (Istanbul: Mediacat, 2010)
  • BOSE, R. (2002), “Customer Relationship Management: Key Components for Its Success,” Industrial Management & Data Systems, Vol: 102, No: 2, 89-97.
  • Uğur Batı, Strategic Brand Management (Istanbul: Brandage, 2013) 161-162.

YouTube Link to Pampers Campaign

Privacy Policy

Please read this Privacy Policy before making any transactions on the 1618.agency site.
If you do not accept the Privacy Policy, please do not make any transactions on the
1618.agency site. This Privacy Policy is valid for the 1618.agency com site and is not
binding for other sites mentioned on the 1618.agency site. With this Privacy Policy, you
accept the terms of 1618.agency.

Personal Information
To introduce our products to you, to inform you about our new products, services or
promotions, to sell new products or to provide after-sales support, on the 1618.agency
site; We may need to ask for your specific, personal information such as your name,
address, e-mail address and telephone number. If your current information is not
sufficient, additional information may be requested from you via communication tools
such as e-mail, telephone or fax. The information collected within this scope is
considered personal information on the 1618.agency website.

Sharing of Information
Protecting the personal information of visitors to the website is among the main
principles of the 1618.agency website. Data that does not contain personal information
(operating system used, gender of visitors, etc.) may be shared with third parties for the

purpose of providing information. Private information considered personal, third parties
and personal information, unless legally required by us; It may be shared with other sites
within the company for information or promotional purposes.
Non-Personal Information Collected Automatically
In order to obtain more detailed information about our 1618.agency visitors, our site may
send information files called cookies to your computer. These files are files that contain
technical information about the system you use and are widely used around the world.

Security
1618.agency takes the necessary technological measures for the absolute security of
the data. However, no technological system is 100% secure. We would like you to know
that 1618.agency is trying to take the necessary measures to prevent or minimize risks
such as misuse or unauthorized access to your personal information and to make
informative publications in this regard. In particular, credit card information used during
online transactions is received from you with 128 bit encryption technology and
transmitted to the bank.

Accuracy of Collected Data
1618.agency may replace or delete incomplete or incorrect information entered by its
visitor with new information from the visitor or correct information obtained through
cross-examination method.

Changes
As 1618.agency, we may change or remove this Privacy Policy, the Site or access to
these pages at any time and without notice.

Let's keep in touch

Please enter your email address to download our agency presentation.