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The new marketing: Katie Swindler, Allstate

Velocitize staffMarch 21, 2018

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https://www.youtube.com/watch?v=mrA-vD-K0fk

Brands need to come across as authentic and trustworthy to connect with consumers, but they also need to show empathy and competence. Consumers must feel brands have their best interests at hand and are good at what they’re doing, said Katie Swindler, user experience strategist at Allstate.

Brands must look at the consumer’s needs and how to meet them in order to engage their audience, rather than prey on their fears that they are somehow lessened without the brand’s products: “It’s about making them feel they need you because you’re more as a brand,” she said.

“You do that by building great experiences for customers, going from macro interactions to micro interactions,” said Swindler. “Every little bit counts.”

Watch clips,  interviews and more in our new Velocitize Talks section and join us in coming weeks as we share more interviews, insights and intelligence. Come back for videos and podcasts and check out our YouTube channel to see and share the full videos from Velocitize Talks.

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