By Rodolfo Zanchin
Even though the world we live in is getting more technological by the day, all institutions and businesses are made by people and for people. For this reason, it is becoming increasingly important that we make it clear to the target audiences that all this work is developed by humans who use technology to deliver the product especially to that person (the client). This is the basis of Empathy Marketing. The best way to conquer the client is by generating empathy – and, since an image is worth more than a thousand words, I found this visual definition regarding the subject:
Empathy has become a marketing tool which does not only consist in the development of the product but also in the user experience. In this new way of doing business, the client becomes the centre of creation. This is due to the new positioning which, through experiences, allows for the client to identify him- or herself with the brand and to become loyal to its products.
Nike, for example, does not want to become the “world reference in sports equipment” – this would be quite egoistic, only referring to the goals of the company. On the contrary, it positions itself as a company/brand that wants to develop the “athlete in everyone”. This way, it is, entirely putting its bets on the client, generating value and experience for them. Did it become clear?
Keep this in mind and remember this word – EMPATHY. It already is the basis of many of the brands of the future, trust me!
