Virtual Fireside Chat: Lost in Translation? How to Keep Your Brand Human

There’s a critical gap between artificial and human intelligence. The piece of the puzzle that fits that gap is something everyone is born with the capability to use: empathy. When deployed effectively, empathy can strengthen the quality and impact of marketing programs and increase customer loyalty. This presentation will show you how to speak the language of your consumers, even when using AI, to engage customers empathetically to drive business results.

According to recent studies, empathy increases advertising effectiveness by 23%; it can yield an incremental 10% in sales; 90% of consumers expect brands to display empathy with them through the brand’s messaging while 97% of customers say empathy is the most important element in customer engagement. Because empathy is seen as a soft skill, we ignore this superpower and driver of business results, turning to AI to craft strategy, campaign messaging, even communications.

Using real-world examples, Rob will demystify empathy and clear up the misconceptions of empathy and AI which can lead to mistakes in marketing strategy and messaging. The talk will explore the “5 Steps to Empathy” which can generate authentic connections to all the people who touch a brand –from customers to consumers to employees – leading to greater marketing effectiveness and improved business results. 

Attendees will learn:

• How the use of empathy is a strength in marketing and branding
• How to overcome common barriers to being empathetic with customer segments

Practical application tips and examples for using AI and empathy in marketing

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