Article

Priya Kumari
Priya Kumari 1 February 2022

Why Empathy is Indispensable to Your Marketing Strategy in 2022

Empathy is all about understanding your customers and then talking to them in a way they relate to. A bit of compassion and empathy infused in marketing is the indispensable element for marketers to have in the year 2022 to succeed and make the best of their branding endeavors.

When talking of empathy, Forbes describes emotion as a key component of emotional intelligence which is a must-have skill for every leader. 

The authors Ali Qassim Jawad and Andrew Kakabadse in their book Leadership Intelligence: The 5Qs for Thriving As A Leader, identified 5 key leadership ingredients.

The 5Qs viz. Cognitive Intelligence (IQ), Emotional Intelligence (EQ), Political Intelligence (PQ), Resilience Intelligence (RQ), and Moral Intelligence (MQ), which all high-performing leaders must employ simultaneously to achieve transformational change. Empathy plays a pivotal role during this entire cycle. Source: OptinMonster.

According to prdaily.com, after the year 2020, empathy is also a fundamental emotion that marketers must display to perform their jobs effectively.

According to a report by Marketing Insider Group, infusing empathy in marketing is more important than data. Data has revolutionized the world of marketing and is an absolutely invaluable asset in targeting the target audience groups and designing personalized experiences for individuals.

However, despite being an indispensable tool for B2B decision-makers, data doesn't necessarily lead to authentic connections. Understanding your customers does that and that magic happens from empathy.

So, despite a data-driven world, the sentiment of empathy echoes loudly. Empathy is modern marketers' gateway to architect success. While modern marketers today have innumerable opportunities to connect with their customers that helps them in building trust.

Simultaneously, when you have too many channels to connect with your target audience groups in the form of social media, content channels, and technology building trust can be more challenging without empathy – I mean just think about it.

If you don't care about your target audience groups, seldom would they even bother paying attention to even the fact that you exist – no matter how good you're with your data.

So, jolting down the important points here are the solid reasons to infuse empathy in marketing:

  1. Empathy is the key component of emotional intelligence, a skill that’s indispensable for leaders to succeed in today’s world
  2. Marketers need empathy to inspire trust in the value of their branding endeavors and to connect better with their target audience groups
  3. Data must be balanced with empathy so that the marketers don’t suffer from collective amnesia when trying to connect with their target audience groups
  4. Data is vital but human connections are absolutely indispensable without which your marketing endeavors wouldn’t be successful

To Sum it Up

Infusing empathy in marketing is all about focusing on your customer and minding the tone in which you communicate with your target audience groups. Be a good listener, employ social listening tools who listen to what your customers are talking about and how they are referencing your brand. Empathy is also about feeding your target audience groups with the content that they're seeking.

Employ the above techniques to your marketing, if you already haven't, and watch the change unfold. To be a trustworthy brand empathy is required, remember humans buy from humans, so display your humanized approach and be humble, operate with humility.

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