It seems like every time you blink, the world has changed. During the pandemic, consumer behavior has evolved more rapidly than maybe any other time in history. But is the world we live in now actually the new normal?
Recently, Dentsu Aegis Network performed a survey of CMOs in the US regarding their preparedness for the upcoming 6-12 months. One of the results that really stuck out to us was that the top challenge that they faced was determining whether changes in consumer behavior were temporary or were going to become permanent for the foreseeable future.
Which is to say, it can be difficult to prepare for the unknown. But things are not as hopeless as they seem. Not at all. Especially for those who use empathy marketing by listening to customers and acting responsively to their needs instead of attempting to dictate the conversation.
That is why we are so adamant that Return on Empathy™ is a metric that is not only important during the pandemic, but also for the foreseeable future. Any brand that demonstrates active listening and uses marketing communication that reflects what their customers truly are seeking, even – and especially – as the market evolves over time, will earn brand loyalty that will be unrivaled in the marketplace.
In many aspects of our lives, 2020 has been a pretty dismal year. But yet, as the year as progressed, we have discovered how essential empathy is to any brand’s marketing efforts and have seen great success employing it in a wide variety of industries.
If you think your marketing efforts could use a dose of empathy (and we truly believe that any brand will benefit from empathy marketing), reach out and let us discuss how your brand and your customers can benefit from benefit by putting their customers’ needs at front and center.