2023-06-14 23:26:53
Empathic marketing generates authentic connections between brands and customers. Es It is the basis of effective emotional communication, but it is not always tactfully channeled. How to manage it?
In the following sections, Christine Alemany, CEO of TBGA, a brand and marketing company that increases the marketing ROI of clients, leads us to learn about the benefits of empathic marketing to connect emotions between brands and consumers.
CSo in the immediate aftermath of the COVID-19 pandemic, marketers rode the wave of “unprecedented times,” coming together and deploying message after message in support of frontline workers.
Yet two years later, this kind of mass messaging rings hollow. However, that doesn’t mean that emotion and brand connection aren’t necessary; quite the opposite, actually.
be really empathic it means being genuine, and emotional marketing campaigns created to capitalize on cultural moments come across as insincere at best and manipulative at worst.
Authentic empathy generates authentic connections between brands and customers.
These strategies can help evoke genuine compassion and forge powerful connections with clients.
1. KEEP ONE EAR TO THE GROUND
Many things can change in a short time. You need to keep a constant pulse on your customers’ wants, needs, and pain points. Otherwise, you’ll seem completely out of touch.
The ways in which you engage customers to collect this information will differ depending on several factors, including your specific industry and whether you operate in the business-to-business or business-to-consumer space. However, be sure to balance so-called “anecdotal data” (evidence based on stated personal preferences, rather than real-world behavioral data) with information from actual decisions people make.
Sometimes, true preferences differ of those declared. For example, if you are a pure-play e-commerce company, you can use focus groups and ask users to take surveys, but you should also monitor the actual behaviors of website users and compare the results. Also, consider adding interactivity to learn more about your customers’ browsing and buying habits. Being able to truly understand another person’s perspective is the foundation of empathic marketing.
2. GIVE CUSTOMERS THE POWER OF CHOICE
Holiday campaigns are a valuable way to highlight your brand and personality.
Unfortunately, holidays like Mother’s and Father’s Day can be painful reminders for some people of loved ones lost or far away. That’s why marketing teams from brands ranging from the jewelry company Pandora to the Democratic National Committee have experienced with “opt-out” emails for major holidays.
Allowing customers to choose how they interact with you is the ultimate act of empathic marketing. Advances in marketing technology have made it easier to segment your audiences to send or retain specific messages.
3. SET THE TONE WITH IMAGES
The last thing you want is for your target audience to perceive your empathic messages as superficial or disingenuous. To minimize this possibility, use visual design to set the tone. And make sure it aligns with the brand you’ve created.
Once again, authenticity is key. Stay away from images that promote toxic positivity (which will come off as insensitive) and definitely avoid Hallmark-style stock images. Make sure your brand images take into account the many experiences people can have: the good, the bad, and the ugly.
The ability to understand the perspectives of others has always been paramount in marketing.
For empathic marketing to be right, it must be personalized and genuine. There’s no such thing as faking it until you make it, so get to work.
About the author of these empathic marketing tips:
Christine Alemany, CEO of TBGA
Fuente: HBR
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