Importance of Empathetic Marketing
the ability to understand the emotional makeup of other
people; skill in treating people according to
their emotional reactions."
~ Daniel Goleman
Creating a great
emotional relationship with consumers and engaging
them emotionally is the true magic behind building
Marketing strategies based on good
understanding of core emotional drivers of consumers
will not only lead to a better connection between the
customer and your company, but also to deeper and
longer-term satisfaction for everyone involved.
social networks opened a new era of
marketing. The social web has led to creation of new
habits and more personalized needs of customers. It has
also humanized the web and paved the way for a more
collaborative way of doing business between firms and
customers. It created a platform for consumers,
marketers and innovators to talk to one another, build
relationships, exchange views and ideas.
Empathetic Marketing Tips
① Recognize that your
customers are individuals with their unique
problems, desires and goals.
② Get to know your
customers for real, observe them,
listen to them
empathetically, be them in order to understand their
psychological needs and emotional drivers.
Experiment with new
marketing ideas, analyze customers' emotional
reactions and harness the power of these deep
psychological insights to optimize your marketing
and brand strategy.
④ Design a clear path
for translating these emotional insights into
successful brand strategy aimed at
customers on a deeper emotional level.
⑤ Create a framework for
incorporating these concepts into your business to
optimize customer engagement and return on