Human Centered Marketing
Expertise is Human… Marketing Should be Human Centered
Human-centered marketing keeps that in mind. As technology continues to evolve, it’s easy to fall back on quick marketing strategies that automate each stage of the process with the help of generative AI.
While AI can replace the work of a mediocre human, it cannot replace an expert. That’s where you and your audience come in. Your marketing strategy should target your ideal client and seek to provide an answer to their desire point (When I talk about creative marketing, I prefer this term over pain points as we are trying to reach an audience, not solve a problem).
Hire us to do the thing, or to create a strategy and a blueprint for you to do the thing yourself. When we do a consultation, we listen to your vision and your goals and provide actionable and measurable steps to help you get there.
Marketing and User-Experience are Connected
We believe in design thinking, so we draw our strategy from the user-experience design playbook and apply design thinking to our marketing strategy.
Why is that? Human-centered design is created with the consumer in mind. Good UX means that a product is easiest to use in the way that feels the most natural.
High-quality product design is unnoticeable, but a poorly designed product is obvious. We create marketing with user experience in mind. Our ads are creative and targeted — As well as playful and informative. Our marketing experience is designed for clients at each stage of the buying process and primarily tells a great story and offers up
Thinking about Marketing Copywriting from a Human Perspective
Similarly, bad marketing patronizes its audience with meaningless buzzwords that are designed to do one thing: Reach as many people as possible in the hopes that someone will buy.
Human-centered marketing is written with the audience in mind. Although we generally still incorporate targeted keywords in our copy, we also
Does Human-Centered Marketing Mean We Don’t Use AI?
We do. We use AI to make our work more efficient and help us come up with good ideas. We also create with generative AI. Actually, the majority of the images here are created with AI (but we would rather partner with a great designer, so if that’s you, please reach out to us so we can talk).
But we are intentional about our AI usage — we don’t type some stuff into Chat-GPT and post the output to social media. We carefully check each piece of content for hallucinations, errors and biases.
We also create a brand voice that highlights your authenticity. Your content should be written from the perspective of your ideal voice.
To be perfectly honest, most of the time we just write it ourselves because it takes too long to edit AI content for human voice. When you plug a question into generative AI, the response it spits out is generally passable, but it misses the nuances of human connection and relatability.
Content is Human. So Are We.
At Springer Creative Associates, our expertise in research, writing and technology are what make us stand out from the crowd. We create empathetic content with your audience in mind to draw in the people who are most likely to be mesmerized by your creative product. Our marketing strategy is always authentic and practical.
Are you hoping to create a marketing strategy that is human-centered and authentic?
Let’s talk. Schedule a free, 30-minute call and we’ll go from there.