Daily Learnings from SXSW 2018 - Day Three
From Authentic to Empathy
Day 3 at #SXSW: Our head of strategy, Laurie Dillon-Schalk, highlights why marketers are making the shift from Authentic to Empathy.
Our head of Strategy, Laurie Dillon-Schalk, has noted a shift towards empathy by many presenting content marketers.
The learning stood out from her years of experience analyzing conversational data looking for true consumer-level purchase motivations, attitudes and behaviors. Even more fascinating, it also connected with her life as a mom.
On a panel about this exact topic, Ben Mand of Blum Organics, drove home an incredibly powerful reminder about using empathy to build a connection with a consumer. “People don't want to be sold a product or service... but they are receptive to buying things. It isn't about building a product [ad] and pushing them out. There are so many relationships that consumers do not want to be interrupted with advertising. It is about embedding and being part of the content.”
Then Ben invoked the parent factor to really drive this home: “Look at what parents are putting out there [in content] vs marketers who are always sharing bright shiny moments. Most brands portray parenthood & baby years that feature no stains, no crying, no mess. But in truth, that’s just 1% of what’s actually happening. The rest of parenthood is a @#$% show. No one truly conveys what parenting is like.” However, all parents can relate, engage and even laugh at the reality of being a parent.
The "parenting perfection" content alienates parents, whereas content that tells them they’re not alone, and that doing their best is a beautiful thing in and of itself – That’s empathy. This is the content they’ll connect with, engage and share.
Greetings from the FUSE team attending this year’s South By South West (SXSW) in Austin. Laurie Dillon-Schalk, Nicole Gallucci, Adam Bleau, Aleena Mazhar and Stephen Brown are conquering the massive amounts of digital and trend sessions and look forward to reporting all our learnings. For these blog posts, we’ll just give you just the highlights… but we’d be happy to walk you through our consolidated findings upon our return (if you’re nice to us). This year feels bigger than others from a massive shift perspective (versus the cool buzz factor)… get ready for the ride.
Building on our first SXSW post about 2018 being the beginning of the end of mobile, we are diving into how our digital ecosystem is becoming screenless. That’s right, no screens – finally a generation with some decent posture.