Marketers are to be empathetic, as they can use empathy to convince their target audience to use a product or service. Empathy is defined as the ability to check and sense the emotions of different people. But, marketing tactics that use empathy to convince an audience are either seen as good or bad.

Either way, no matter what you believe, marketing tactics that leverage empathy can build a relationship with the audience because of the use of emotion. For example, suppose you start a conversation with your customers regarding the shoes they wear, asking about their experience and views. According to research, empathy is very useful in such a manner. It helps companies to create more innovative ideas and products.

But, has real empathy disappeared as marketers aim to sell more products and services during desperate times?

The goal is to create awareness, build interest and create a preference for getting the lead to buy the product or service. Marketers often rely on emotional understanding by leveraging channels like Facebook to see what is and isn’t provoking a response. Empathy is beneficial in these cases because it’s the foundation for getting responses, such as likes, comments and shares.

In this podcast, learn about Ashley Jones' take on empathy during the coronavirus. Are marketers being responsible by leveraging empathy in a moral way? Learn more about how marketers and even the media are ignoring the realities of the pandemic. Some may consider this to be immoral and not really empathetic at all.

Ashley Jones
Ashley Jones owns Marcom Content by Ashley, LLC ℠, and she believes in having an integrated marketing approach, incorporating strategy, digital, copywriting and communications.
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