Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers

ISBN-13: 9780230340275 / Angielski / Twarda / 2012 / 252 str.

Mark Ingwer

Opis

In today's competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand why customers buy-or don't buy-their products and services. Only by understanding the "whys" can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers' core emotional needs. This innovative book provides both the psychological theory underlying consumers' emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace. Empathetic Marketing shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers' emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy. As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers' core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders.

Recenzje

"Empathetic Marketing provides an updated, easy to understand model of human needs that will help readers to make sense of seemingly enigmatic consumer decisions. Whether you are a startup entrepreneur or run a Fortune 500 company, Empathetic Marketing will provide untold value and wisdom for you and your customers." - From the foreword by Chip Conley, founder & CEO of Joie de Vivre Boutique Hotel, best-selling author of Peak and Emotional Equations

"Successful marketers and brand strategists recognize that engaging consumers emotionally is key to building successful brands, but few possess the understanding necessary to actually do so. Dr. Ingwer breaks down the complexity of human emotion to provide us with a breakthrough understanding of consumers' core needs and a clear path for translating these emotional insights into successful brand strategy. Essential reading for brand builders in any industry." - Tony Foglio, chairman, Anchor Brewing, former CEO, Skyy Spirits

"Empathetic Marketing is the ideal prescription for forming a meaningful and lasting brand relationship - at a time when empathy is just what the doctor ordered." - Kurt Kostur, senior vice president of marketing, HSN

"The importance of understanding and connecting with customers emotionally is a frequent theme in the marketing world today, yet the underlying psychological needs that drive consumers' emotions and behaviors are rarely understood and utilized fully. In Empathetic Marketing, Dr. Ingwer provides an innovative and powerful approach to understanding these core psychological needs and engaging your customers on a deeper emotional level." - Jami Guthrie, vice president of global consumerand market insights and integrated marketing, Wrigley

"Marketers have long known that creating an emotional relationship with consumers is the true magic behind building powerful brands, but it's always seemed to be more of an amorphous art than a science. Finally, Empathic Marketing connects the dots and lays out a blueprint for the science behind the art." - Ash Eldifrawi,chief marketing officer, Gogo

"Empathetic Marketing will revolutionize your understanding of your customers and their core emotional needs. With the fine-tuned perceptiveness of a psychologist-psychotherapist, and the savvy of a marketing consultant, Ingwer gets to the heart of how emotion can make or break a business." - Stephen Hersh,senior vice president& planning director, Leo Burnett

"An engaging and insightful book that presents the concept of 'emotional needs' as a key ingredient for brand success. Empathetic Marketing takes the mystery out of a complex concept and provides a crucial roadmap to understanding and satisfying customers' emotional needs. Take the challenge . . . those who read and incorporate the concepts in this book will gain a definite edge over the competition and prosper greatly from the outcome." - Marvin Goldsmith, former president of Campbell Mithun Advertising

"In the voice of marketing, everyone clamors to speak but woefully few really listen. Empathetic Marketing is the new brand imperative and Mark Ingwer among its finest practitioners. With the acumen of a clinician and the skill of a strategist, Ingwer reveals the real story behind the story, the hidden feelings and motivations that most miss." - Doug Van Praet, executive vice president, Deutsch LA

Spis treści

Introduction PART I: A VITAL NEEDS BASED APPROACH The Business of Meeting Vital Needs The Shift: Working Toward a Vital Needs-Based Approach PART II: THE VITAL NEEDS Self-Expression Belonging Recognition Control Care Growth Epilogue

O autorze

MARK INGWER Founder and managing partner of an international market research firm, Insight Consulting Group. His consulting work has been featured in Business Week, New York Times, Crain's, Brandweek, Chicago Tribune, Chicago Sun-Times, Admap, Bloomberg Markets, Product Management Today, Marketing News, and Advertising Age. He is a former Adjunct Professor at Northwestern Kellogg School of Management, USA.