You might already be familiar with the term ‘emotional intelligence’ or EQ, which first gained popularity in the 1960s when science journalist David Goleman released his best selling book of the same name. The book was an in-depth look at research relating to human behaviors, which led to the conclusion that emotional intelligence plays a crucial role in success. It has become a key part of marketing ever since, perhaps even more so since the rise of internet marketing.
However, in 2020 does this same concept still hold true? Let’s take a closer look at how EQ relates to internet marketing today.
The Relationship Economy
When it comes to internet marketing, it is no longer enough to have a great product or service to offer consumers. What they are looking for today is above-average customer experiences. This links back to Goleman’s original thoughts on EQ in that brands must work towards understanding the thoughts and emotions that motivate their consumer. Internet marketing has become heavily dependent on building relationships with consumers.
Customers expect more than just a transaction. They are seeking a meaningful relationship with brands via an alignment of values, a personalized experience, fantastic customer service, and open lines of communication. However, it is also important to note that loyalty is declining. More than half of all American consumers will abandon a transaction as a result of poor customer service, and up to 33% consider changing suppliers after just one bad experience with a brand! (Source: American Express).
If we want to maintain lasting relationships with our customers, then incorporating EQ into internet marketing strategies could be the answer! One of the most valuable skills to have is the ability to gather emotional intelligence in real-time and then use it to identify signals that a customer is unhappy before the relationship is damaged. One of the best ways to collect this data is to introduce social listening to your marketing plan. Social media is where the majority of consumers are freely sharing their thoughts and experiences. It is essential to determine where your audience spends their time and then start monitoring those platforms for mentions of your brand and your target keywords. This can help provide valuable insight into what your consumer expects from a brand.
Have you taken steps to use emotional intelligence in your internet marketing plan?
To Your Best Online!
Ingrid Maddox, Internet Marketing Consultant. bluedress INTERNET MARKETING, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.