The numbers of new media channels, platforms, and devices consumers listen to or interact with means they have greater access to creative brand stories, and as a marketer, you need more ways to convey your brand’s vision, identity, and message. Today’s consumers are flooded with advertisements daily, but better equipped and better educated to be able to research messages they aren’t sure of.
How can you ensure your company stands out in such a busy marketing world? One method is to tap into another component of your target audience’s purchase decision-making and attention span – their emotions. Done correctly, emotional marketing can help differentiate your B2B brand’s values, passions, and interests.
Are you curious what makes emotional marketing so powerful and how you can harness it in order to connect with your audience in a personal way, while still encouraging them to act? Read on to learn why this marketing tool is so powerful.
What is Emotional Marketing?
Emotional marketing refers to advertising and marketing campaigns that rely on an emotional connection with your audience to spur them to notice your product or service, remember your brand, and ultimately make a purchase. It tells a story that connects with an audience in a personal way by causing an emotional reaction such as happiness, love, sadness, joy, fear, or anger. Because consumers are increasingly making purchasing decisions not based on logic but feelings, this type of marketing is successful because instead of the loyalty marketing approaches of yesteryear, it creates meaningful emotional relationships from the consumer side resulting in brand fans.
How Does Emotional Marketing Work?
Think back on your last major purchase. You no doubt spent time reading about the product, compared prices, and read reviews. But, try to remember what was the little push that got you to commit to buying the product or service? It most likely was more related to emotions than logic that nudged you to choose this product over that one, or to finally decide that you “deserved” a luxury item you’d been holding back on.
Almost everything you buy has some type of emotional link. Even a product as simple of soap can sell when it has the right emotional marketing message – as Dove did recently with their campaign designed to make women feel accepted and encouraged to experience self-love and optimism.
What Emotion Should Our Marketing Aim For?
Depending on what your company’s product or industry, and your target audience, it may be best to target something other than “happiness” as an emotion in your marketing. Your emotional target will inform all the details of your marketing campaign from your media, copywriting, graphics, etc., so it needs to be specific and detailed to help it be as effective as possible.
There are plenty of emotions that aren’t negative to research. For example, years ago one of the most well-known commercials was for a catsup company – complete with the theme song “Anticipation.” Other emotions to tap into can be strength, freedom, satisfaction, or accomplishment. As with all your marketing goals, you’ll need to dig deep to define exactly what is the emotion you’re looking to elicit.
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