Brands should adopt empathetic marketing to identify customer needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 31, 2021, 12:24 PM UTC

Marketers should move away from a business-centric approach and adopt customer-focused thinking.

Instead of being clinical and focussing only on selling their products, brands should connect with customers on a deeper level. Brands must empathise with their consumers' feelings and understand their problems.

For this, marketers must collaborate with sales teams and listen to customers' calls to truly understand their needs and expectations. Similarly, meet clients in person instead of gathering insights from surveys and focus groups. Next, help them understand how the brand's offerings can help solve their issues.

Convince customers that the business is not solely focused on selling its products but wants to converse with consumers and help them. Focus on helping, not selling. Companies can achieve this by providing audiences with helpful content and expertise to help them better understand the products and services.

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