“Empathy” and “marketing” aren’t usually two words you would use in the same sentence, let alone together in a corporate buzzword. Yet, over the past couple of decades, it has become increasingly apparent that empathetic marketingworks. Real empathy-driven brand experiences focus on content that addresses customers’ needs and pain points, so they can relate with the brand on a humanistic level.
According to MarketsandMarkets, empathetic marketing is estimated to grow 40% annually to a US$36 billion market by 2021. With artificial intelligence already beginning to detect visual, semantic and sonic cues, it won’t be long before we will be able to test how well content resonates with customers, and measure users’ readiness to purchase in real time.
But for the time being, how do brands take customers from “considering to conversion”, by simply being more considerate? Join Wordsmith to see how the biggest brands in the business effectively win hearts and minds through empathetic content.
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