Marketing with Empathy: How Digital Storytelling Can Create Understanding for Multicultural Groups.

Have you ever thought that there might be more to Marketing with Empathy than catching someone’s eye? What if Marketing with Empathy could make us visible, understood, and accepted, and even transform cross-cultural relations?

In a busy digital world, organizations always fight for notice. Social media streams are full of ads, videos, and sales messages. For non-profits, good digital marketing should not be about click-throughs or followers. Good digital marketing means establishing trust, connecting, and engaging.

This is particularly important in communicating with those who come from various cultures.

The audience first, not the message

Good content starts with knowing your audience. Individuals belonging to various cultures may differ in terms of language, culture, values, and experience. To treat a multicultural audience as a uniform body of people is likely to lead to generic communication.

Therefore, the very first question for digital marketers should be: “What is important for this audience?”

An audience-centric approach is particularly crucial for the Association of Culturally Appropriate Services (AfCAS).

Turn information into stories

With knowledge about the audience, storytelling will enable the communication of a key message.

While articulating the need for culturally relevant programs, the digital material could illustrate the idea through real-life examples. For example, digital material could employ use of a video, image, interview or a story from the community about themes such as sense of belonging, family, language, dignity, and culture.

Such authentic stories would not only simplify social problems but would also create an emotional bond with the audience.

Create a connected digital journey

Great content must never operate in isolation. Posting on Facebook can help create awareness. Blogging will offer detailed information that people seek. Videos will offer true community views, while the website will continue to offer additional information and action points.

In the case of AfCAS, the journey can begin by using social media platforms to offer awareness about the need for culturally appropriate services, before going into blogs and websites.

Make inclusion part of the strategy

An inclusive digital marketing campaign is more than just having images of diverse people. The digital marketer has to consider how to talk about that diversity, how to use culturally sensitive imagery, which stories to tell, and who their target audience might be.

Lesson for digital marketers

AfCAS demonstrates how digital marketing can support a broader social purpose. If companies get to know their audience and share their stories honestly, digital media may serve as more than just a promotional tool. Digital media can be used to make the transition from awareness to understanding.

Effective digital marketing begins with empathy.

Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organization it promotes.