Emotional intelligence will and should always be present in sales and marketing, even more so with the implementation of artificial intelligence and martech. As long as we serve humans, we need human empathy to balance the AI biases and impersonality.
Persuasion angles are nothing new, but they are important when considering how to craft personalized messaging for marketing and sales outreach.
AI also traditionally relied on historical data to make predictions about the future. But we’re in a new world now; the past can only tell us about the past. Today’s AI and automation are equipped to start aggregating new data to begin to make accurate predictions/prescriptions.
AI helps us collect, build, and act on, a huge bank of emotion-related data. And personalization — if it’s going to be effective — must invoke human emotion.
Depending on context, the value proposition a company has today — no matter how good — might need to change. Perhaps some your prospects have altered or changed their priorities? Does your value proposition still resonate with these new priorities?
The brands that are doing the best marketing/outreach right now in the time of COVID-19 are those that understand their target audience’s fear and struggle, not just right now with the world turned upside down, but all the time.
Crisis management is for achieving some modicum of stability amidst incredibly choppy waters. When it has no end in sight, adjusting replaces managing. We accept this new environment we need to work in (we have no choice), so we need to think about ways we can prepare to face it with competence now and later on.
COVID-19 Marketing: Goodwill Marketing is the Current Brand Marketing
For some companies, it’s business as usual in some ways. But at the same time, it’s not at all business as usual at all. Crisis marketing has evolved to include goodwill marketing. There are delicate nuances marketers should consider and apply to their messaging.
On a recent podcast with iTunes, Crack the Crowd CEO Dan Baird had an illuminating talk about Reg CF with CEO, Sara Hanks and VP of Product Management and Strategy, Andrew Stephenson at CrowdCheck. The real dangers of non-compliance was a very interesting part of that talk, deserving a post of its own to highlight its importance to existing and potential issuers. (Don’t forget to check out the podcast!).