If the pandemic has taught us anything, it’s our need for connection. It’s been challenging, but it taught us to be more kind and aware of our surroundings. As a result, going forward I expect we will see personalization and empathy playing a larger role in marketing and communications.
Nobody could have seen the past two years play out the way it did. Case in point: I predicted the rise of in-person multisensory experiences as the trend to watch in 2020. Way off!
However, there have been some great pivots around events and community, including virtual races or discounted pricing on conferences or training, for example. And who would have imagined hybrid events being successful only a few short years ago?
Tell an Authentic Story
The craving for connection along with advances in technology capabilities make this the perfect time to infuse empathy and personalization into every part of marketing and communications.
Just in 2020 alone, Google knocked it out of the park and got people talking not once, but twice by bringing a human element into commercials. Google told compelling stories that start with search and learning “why.”
I was moved and proud to see how not only my hometown team the Minnesota United, but many soccer leagues across the world supporting Black Lives Matter. Every match in 2020, @MNUFC tweeted once they were 8:46 in, reminding us of the injustice against George Floyd.
Even as COVID started, a company that was losing customers, Delta Air Lines turned to empathy. This made them stand out among an industry taking a hit during the pandemic.
Remember that you are talking to real people. If you speak to what matters to them, they are more likely to listen.
Meet Your True Audience
Get to know who you are talking to. You can do this by creating, revisiting and refining your personas. Is your brand resonating with your true audience?
Don’t be afraid to use data to help you create a more authentic and human experience. It may seem counterintuitive, but it can help you create a more personal experience.
Define your goals and what success looks like. Track your progress. Learn how to use your tools to the fullest of their capabilities to get the greatest return and value in personalization. By doing so, you are creating a relationship with your audience.
Adobe states that 67% of consumers think itβs important for brands to automatically adjust content based on current context. When brands don’t adjust accordingly, 42% of consumers will “get annoyed” that content isnβt personalized. Why take that risk?
