Commentary

What The Marketing Word of the Year Should Be, For Those Who Care

Coming out of what may well be the greatest year of self-reflection for all of society, the ad industry had a huge opportunity -- and it blew it. Instead of learning the lesson of what makes a brand most relevant in the throes of an existential crisis like a global …

3 comments about "What The Marketing Word of the Year Should Be, For Those Who Care".
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  1. mike donahue from connecting the dots, December 14, 2020 at 11:01 a.m.

    Joe,
    You never get right to the FRINGE of things

    Beginning in January,I'll return 
    to my Media Post blogging using your
    no fringe stuff as my creative model.

  2. John Grono from GAP Research, December 14, 2020 at 3:38 p.m.

    Mike, many hairdressers do.

  3. Bill Duggan from ANA, December 14, 2020 at 5:16 p.m.

    Joe – thanks for your interest in this.  “Empathy” was on our list of 2020 marketing word of the year candidates. Among 12 options, it placed fifth (behind pivot, virtual, agility, and resiliency).  Among those who did vote for empathy, here’s what we heard:

    "Through empathy, marketers can better connect with customers, prospects and community. During trying times, we all need more empathy. It’s the key to human connection."
     
    "The world needed empathy in 2020 and customers responded to brands that demonstrated it and took action to help others."
     
    "Empathy has always been part of great marketing. In 2020 empathy took a central role as marketers led the way in helping their organizations grow guided by insight into their consumers and the larger needs of their communities."
     
    "We've seen an incredible amount of empathy through the year - towards families dealing with COVID, our frontline workers, opening eyes to racial injustice, colleagues balancing work from home with little kids or elderly parents, etc. We've all been exposed to areas we've never been before and forced to step in someone else's shoes."
     
    Empathy is a good word to identify with 2020 marketing, but just didn’t get the votes as the other top words.  Just curious, are you protesting this election?  (-:

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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