Good morning: Winning with empathy

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Good morning, Marketers, and don’t, please, forget empathy.

The digital agency Single Grain certainly put together a long list of digital trends for 2022 (link below). I think they’re right on the money with things like live stream shopping, social commerce, diversity and inclusion and green marketing.

On the other hand, I think there are too many things in the list which look more like 2018 than 2022 — AI, native advertising, programmatic advertising. They even give a shout out to Big Data.

But I think a key trend is missing. You could call it “empathy,” but what I really have in mind is building value-based, trust-based relationships with customers over a period of time rather than just being focused on the journey to purchase. Marketing organizations that are able to do that will be the winners.

Kim Davis

Editorial Director

Shorts

  • Email subject line: “Sleep experts reveal how to adjust your body to the time shift.” Yes, a real challenge sleeping for an extra hour.
  • Quote of the day. “CMO: Alright, so I’d like to grow our newsletter database, so I think we should…Me: (Please don’t say it, please don’t say it, please don’t say it.) CMO: Go purchase another list. Michael Roberts, Head of Marketing Automation, CloudApp

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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