The events of 2020 have shown us just how important empathetic marketing is for businesses both large and small. The world has changed and businesses need to adapt to the new needs of their customers if they want to grow. The best way to do that is through empathy.
Empathy is the ability to see events and situations from another’s perspective — to put yourself in their shoes. For brands, empathetic marketing is about seeing the world through the user’s point of view. It helps you place the customer at the center of your marketing strategy and work outwards.
But it’s important to remember that being empathetic also means being genuine — you can’t create emotional marketing campaigns for the sole purpose of manipulating customers.
Yes, increasing conversion rates is the ultimate goal of every marketing campaign, but brands need to change their mindset about how to achieve those conversions.
If your marketing strategy is focused on the hard-sell approach, it’s time to rethink your campaigns for 2021.
Why is empathy important in marketing?
We’ve outlined how empathy works in marketing, but there are numerous reasons why it’s important, especially in 2021 and beyond.
Emotion and connection are more necessary now than ever before. The way we live and work has changed in ways we couldn’t have imagined. “Business as usual” is a thing of the past, because a lot of emotion is being generated about the future — and these emotions impact how consumers react to marketing campaigns.
The range of human emotion is massive, from positive emotions like joy, interest, and amazement, to the more negative, such as fear, anger, or sadness. While campaigns need to be geared towards evoking realistic emotions in users, they don’t necessarily need to be positive. Anger can be a powerful motivator for sharing content.
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