Empathy in Marketing: A Customer-Oriented Approach based on Authenticity

Data are undeniably crucial to success in the digital economy and modern marketing landscape, strongly influenced by artificial intelligence apps. With the help of the data, specialists derive regularities, define target audiences, and increase the effectiveness of their strategies and activities. Last but not least, they allow merchants to provide their customers with more personalised experiences. However, while data have become indispensable, it is not enough to build loyalty and an authentic connection with consumers. Current research shows that in the technology-dominated world, understanding consumers' emotions, needs, and desires is increasingly essential for building strong relationships and driving loyalty. That brings to the fore the need for a customer-centric approach based on empathy and authenticity. The paper examines the role of empathy in marketing by analysing Bulgarian marketing campaigns. The authors seek an answer to the question of to what extent empathy is part of the strategies of Bulgarian marketing specialists and marketing service agencies. The methodology used includes content analysis and interviews with marketing professionals. The study shows that Bulgarian marketing campaigns that successfully used empathy focused on the authenticity and emotionality of their messages. There is also an intertwining of essentially different concepts, such as marketing with empathy and social marketing. The results clearly demonstrate the power of empathy in building the marketing strategy of the respective brand. They also allow for a more complete definition of the marketing approach with empathy and values. Therefore, the research enriches the existing theory and practice in the field of marketing and management.