H2H (Human-to-Human) Marketing - Personalising the Consumer Experience
What is H2H Marketing?
Human-to-Human (H2H) marketing is a strategy that transcends the traditional B2B and B2C models by focusing on personal connections and genuine interactions between businesses and consumers. It emphasises human-centric communication, where the aim is to foster meaningful, trust-based relationships by addressing individual needs, emotions, and values. H2H marketing seeks to humanize brands, making them more relatable and trustworthy in the eyes of consumers.
“Consumers are no longer passive, but have become active creators of brand value.”
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The new generation of consumers no longer blindly follows brand messaging. Instead, they pivot on self, evaluating whether brands and products align more closely with their own needs, from quality and efficacy to emotional value, lifestyle, and philosophy. Self-alignment is the keyword in the decision-making of the new generation.
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Consumers are more inclined to trust "people who can represent themselves." Therefore, rather than rigid advertising messages, users are more willing to believe in the real sharing by other consumers. Information conveyed in similar needs and familiar life scenarios provides users with a "sense of security."
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A significant number of potential needs are stimulated through interactions among users. Against this backdrop, the past 'one-to-many' unidirectional communication model of brands with users is becoming ineffective. Users' needs may also be sparked by popular trends, with the evolution of trends making users' needs increasingly diverse.
59% of Red users are willing to share their experiences, and 60% trust the experience shared by ordinary consumers. The development of media is also promoting this [user helping user] decision-making method.
Strategic Pillars of H2H Marketing
Human-Centered Design Thinking:
Respecting user choices and understanding their deeper needs to ensure strategies resonate on a personal level.
Value Co-Creation Service Logic:
Identifying and addressing potential pain points and dynamically optimizing experiences based on user feedback.
Digital Diversity and Connectivity:
Establishing multiple channels of content to enrich user interaction with the product/brand and fostering communication among users to leverage peer influence.
The Kotler’s 5A Model in H2H Context
Kotler's Five A's framework, devised by Dr. Philip Kotler, outlines a customer's journey through five stages: Awareness, Appeal, Ask, Act, Advocate. This model helps marketing and sales professionals understand and cater to customer needs throughout the purchasing process, aiming to enhance the overall customer experience and streamline their path to purchase.
This model emphasizes the proactive role of consumers in seeking information and participating in brand activities, fostering a cycle of inquiry and advocacy that enhances brand loyalty and user-driven sharing.
How Xiaohongshu successfully use H2H Marketing concept?
Xiaohongshu, also known as Chinese Instagram, is a popular social media platform in China that has effectively utilised human-to-human (H2H) marketing strategies to engage its user base and drive brand interactions. Through the platform's emphasis on authentic user-generated content and peer recommendations, it has fostered a strong sense of community and trust among its users, making H2H marketing an integral part of its success.
1. User-Generated Content (UGC):
Xiaohongshu thrives on UGC, where users share authentic and valuable content about their personal experiences with various products and services. This user-generated content creates a sense of relatability and trust, as users perceive recommendations from peers as more authentic and reliable than traditional advertising.
2. Influencer Partnerships:
Xiaohongshu collaborates with influencers who are seen as peers rather than unreachable celebrities. These influencers create content that resonates with the audience, effectively leveraging the H2H approach. By doing so, the platform promotes genuine connections between users, influencers, and brands.
3. Community Engagement:
The platform has successfully built a strong community where users interact, share recommendations, and seek advice from like-minded individuals. This sense of community fosters organic conversations and recommendations, aligning with the principles of H2H marketing.
4. Personalized Recommendations:
Xiaohongshu utilises data-driven algorithms to provide personalised recommendations to its users. This personalised approach creates a more intimate and humanised interaction, strengthening the H2H connection between the platform and its users.
5. Brand Transparency and Authenticity:
Xiaohongshu encourages brands to be transparent and authentic in their interactions with users. This aligns with the H2H approach, as genuine brand communication resonates better with the audience and contributes to long-term brand loyalty.
In conclusion, Xiaohongshu's success in integrating H2H marketing lies in its emphasis on user-generated content, influencer partnerships, community engagement, personalized recommendations, and brand authenticity. By leveraging these strategies, Xiaohongshu has effectively humanized the brand-user relationship, creating a unique and impactful social media platform in the Chinese market.
Leveraging H2H Marketing for Comprehensive Digital Marketing Solutions
At ChouChou Media, we understand the transformative power of H2H marketing. We leverage this approach to help our clients, primarily restaurants, create immersive and personalized digital marketing strategies. From Instagram to Facebook and Xiaohongshu, we craft narratives that resonate on a personal level, engage with consumers in meaningful ways, and create a community around brands. We focus on building trust, fostering loyalty, and ultimately driving conversions through a full spectrum of digital marketing services, ensuring a seamless and impactful consumer journey from awareness to advocacy.
