MEDIA & MARKETING | Staff Reporter, Singapore

This entrepreneur aims to give the human touch to digital marketing

Humanisation aims to strike the right balance of human and digital for marketing campaigns.

The way Cat Williams-Treloar sees it, there’s nothing wrong in getting personal in business. She set out to establish marketing and business consultancy firm Humanisation to prove this belief – that putting humans first holds the secret to marketing success. 

“Our secret sauce is human-centered marketing. We help our clients to walk in their customer's shoes and find their human voice,” said Treloar.

Humanisation partners with software-as-a-service companies, business-to-business enterprises, cloud products, and digital brands seeking to find the right blend of human and digital to satisfy customers' marketing requiremenets.

Treloar’s firm is focused on bridging gaps between companies and their customers. The team is trained to identify the biggest growth gap of a company through a 30-minute human-centered marketing audit as well as assist in conducting market research, design thinking and developing empathy. 

“We’ve seen brand trust decline globally; technology has created invisible barriers between brands and consumers. The raw, unfiltered voice of customers and teams gets lost, and it is the main reason behind why customer experience is the number one focus areas for brands today globally,” explained Treloar. “We do this in a way that creates business strategy alignment across marketing, sales and business development because the humans on the inside matter just as much as prospects and customers.” 

However, helping companies craft the optimum customer service experience was not an easy task even for the marketing guru who has worked in various capacities with big brands like Unilever, Rolex and Zurich Insurance. Treloar said Humanisation was once called MarkyCo, which she admits did not effectively communicate what her company originally set out to achieve.  

“In our first six months, we had feedback from one of our clients after a workshop that it wasn’t explaining what we did or our beliefs,” she said. 

However, Treloar remains thankful for the experience, as it helped turn MarkyCo into the clear-cut business and marketing firm Humanisation whose growth prospects remain brighter than ever. “Being a new kid on the block, we’ve also worked hard to carve out our niche. Referrals and our network were the lifeblood of the business for the first 12 months, and as we are expanding faster, we are becoming more well known and as an expert in our field,” says Treloar.

Since then, Humanisation has assisted in the launch of leading cloud products in various parts of Southeast Asia and Australia. The firm has also worked with Singaporean retail start-ups to identify their growth distribution, engage channel partners, and increase their brand visibility in the region. 

For Treloar, however, the learning curve never ends as it continues to pioneer the service of helping companies find meaningful connections with their customers.

“Every day is a school day, and we’ve gotten more comfortable with setbacks, dusting ourselves off and getting back out there the next day.” 

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