five tips for leveraging empathy to get closer to the customer – part 2

The last article in this series highlighted the importance of getting closer to the customer and the value of empathy-based marketing. This second article highlights five more tips for leveraging empathy-based marketing and its capacity to drive costs down while driving revenue up. Empathy-based marketing can be the key to establishing brand loyalty. Research suggests that the three […]

The last article in this series highlighted the importance of getting closer to the customer and the value of empathy-based marketing. This second article highlights five more tips for leveraging empathy-based marketing and its capacity to drive costs down while driving revenue up. Empathy-based marketing can be the key to establishing brand loyalty. Research suggests that the three most important considerations for consumers buying a brand for the first time are: Quality – 85%Convenience – 84%Value – 84% There is perhaps no surprise here. But knowing this is not enough. We also need to know: What constitutes quality?What delivers convenience?What delivers value? In the absence of an empathy-based approach to marketing – these are very difficult questions to answer accurately and with any certainty. The closer a business gets to its customers, the more capable it can become to answer these questions and others like them – without relying on unreliable intuition.  To…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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