Empathy in Marketing
My years in marketing leads up to a key point in succeeding in marketing and communications – understanding culture requires empathy. Empathy in marketing is crucial in understanding a culture that does not respond, act, and behave the way you do, but appreciating who they are and feeling how they feel about certain things.
Empathy in marketing is how we succeed in communicating with audiences who we want to like and follow us, but who are not essentially like us. It is in this advocacy that more people get to understand culture, even more niched ones, and in telling their stories and telling them stories that resonate with them is how we can have a little bit more peace in this world.
Empathy in marketing is also measurable, while empathy is a true or false attribute. You either have this or not. But, this is measurable specifically in its application in marketing because marketing is measurable. Marketing has metrics that let you gauge how successful you are in the areas that are important to you. So, by applying empathy in your marketing campaigns and communications, you get to measure how well you are doing in your empathy towards audiences you want to target.
James Michael Chiong is a digital marketing strategist, and a consultant who helps small and medium businesses in the Philippines grow through SEO, Meta Ads, Google Ads, and data-driven marketing strategy. With 10+ years of experience across agencies, in-house, and consulting roles, James has led digital campaigns for brands in real estate, publishing, education, BPO, retail, and professional services. He previously served as Digital Services Director at TeamAsia and as a Senior Manager for Talent Acquisition at Alorica Philippines. James is based in Bacoor, Cavite and writes about SEO, AI in marketing, and digital strategy for Philippine businesses at jcdigital.xyz.
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