Notes in the Margin

On the intersection of web apps, digital content and social media

Empathy: The Key Ingredient to Digital Marketing | The Customer Collective

Nice article on the value of empathy in marketing.

Peter Drucker: “The number one practical competency for success in life and work is empathy.”

If you plan, design, program or write for digital you need to have a high level of empathy. One of the biggest problems marketers have is the delusion that they themselves are the target audience. Even if you use the product or service you’re trying to market, once you’re on the inside you lose perspective. In fact, declaring, as countless have done, that “I’m the typical client” serves as nothing more than a power grab to own the decision making process.

Includes some useful steps to get more empathetic:

  • More listening, less talking. If you don’t listen to other people, you’ll never understand them.
  • Get out of your comfort zone. I mean, really, get out of it. You may need to hang out with people you’re not really that into, for a while.
  • Act like an anthropologist. Observe, take notes, and don’t interject yourself. If you do, you may end up changing what you see.
  • Read what they read, watch what they watch.

via Empathy: The Key Ingredient to Digital Marketing | The Customer Collective.


Written by tstaley

September 21, 2010 at 10:19 am

Posted in Design

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