{"id":49001,"date":"2021-11-01T17:20:00","date_gmt":"2022-10-18T17:20:25","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49001"},"modified":"2022-10-24T20:21:13","modified_gmt":"2022-10-25T03:21:13","slug":"purpose-over-promotion-why-empathetic-marketing-will-dominate-the-customer-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/purpose-over-promotion-why-empathetic-marketing-will-dominate-the-customer-experience\/","title":{"rendered":"Purpose Over Promotion \u2013 How it Impacts the Customer Experience"},"content":{"rendered":"\n

The disruptions of 2020 caused profound changes to the way customers make decisions and value experiences. Trust is at a higher premium than ever before and social and cultural issues play a much bigger role in how and why consumers interact with a brand or choose to take their business elsewhere. <\/p>\n\n\n\n

Earlier this year I talked about a new category of multi-generational customers<\/a> who have emerged from this unique environment: Generation Novel. <\/p>\n\n\n\n

They are the customers not bound by age or any other demographic, but instead by shared behaviours and expectations. Gen-N is digital-first online and offline. They demand that brands engage socially, environmentally and politically in a way that resonates with them. They want authenticity, not a sales pitch. They expect ultra-personalised experiences seamlessly delivered across the platforms and channels of their choice. They want demonstrations of empathy. And they want all of this to take place as seamlessly as their favourite digital experiences, no matter whether it\u2019s on screen, in a physical space or a hybrid environment. <\/p>\n\n\n\n

Indeed, the digital-first world was massively accelerated during the pandemic and marketers are innovating fast to keep up with the demands of customers for whom digital is the new normal.<\/p>\n\n\n\n

Digital demonstrations of empathetic marketing<\/h2>\n\n\n\n

The challenge for brands and marketers is to connect empathetically with customers who are moving at speed across the digital space. Opportunities to connect are fleeting, so moments of understanding must be made strategically but authentically. <\/p>\n\n\n\n

The State of the Connected Customer<\/a> report shows 68% of customers expect demonstrations of empathy but only 37% of customers say they experience those demonstrations. The marketing imperative then, is to fill that empathy gap by selling less and listening more, prioritising purpose over promotion, and aligning brands with their customers\u2019 values to drive loyalty.\u00a0<\/p>\n\n\n\n

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