Is it possible to attract customers with the power of Emotional Marketing? Discover how to take advantage of it in your
Posted: Sat Dec 07, 2024 10:27 am
Emotion is more than just the glue that holds meaningful human relationships together. It is also a fundamental factor influencing today's consumers' purchasing decisions. Here you can learn how Emotional Marketing works and make it work for you!
Vitor Pecanha
Jan 20, 22 | 13 min read
We present you the roadmap to conquer your audience with emotional marketing
Reading time: 10 minutes
Emotion is perhaps one of the most powerful forces when it comes to human nature. Generate a feeling in a person, and you have successfully gained their attention.
That said, it's not hard to understand why the most successful Digital Marketing campaigns are also those that connect with people on what matters most: values, pain points, and personal feelings .
Most modern shoppers want and expect to make personal connections with the brands they consume and cultivate meaningful relationships with them over time.
In this sense, Emotional Marketing is an turkey email list excellent way to show your customers that you also want to achieve those real connections , but there is a great art to doing it well.
Here's how to get started in the right direction.
What is Emotional Marketing?
What kind of emotions can we impact?
Why is Emotional Marketing so effective?
Emotional Marketing: Best Practices and Tips for Success
Great examples of Emotional Marketing in action
Summary: Successful marketing revolves around a great story
What is Emotional Marketing?
Although most modern marketing approaches seek to arouse the feelings of an audience at least to some extent, establishing a sensitive connection with the target audience is the primary goal of Emotional Marketing.
The idea is to leverage this connection to convince the viewer to take action , whether it's buying a product, signing up for a mailing list, or any other example.
Most Emotional Marketing efforts focus on leveraging a specific emotion.
Yes, that emotion can be positive, like joy, excitement, anticipation, or pride . However, many successful campaigns also tap into fear, anger, or envy.
If an emotion can be strong enough to influence purchasing decisions , you can safely trust that it has been the focus of a brand's Emotional Marketing strategy at some point.
What kind of emotions can we impact?
An emotion powerful enough to lead a customer to bury an action that favors a brand obviously cannot be something improvised and much less meaningless.
The types of emotions that organizations can use as a lever to trigger a thought or feeling that leads to a user action . As we already mentioned, these can be positive or negative.
Robert Plutchik's Wheel of Emotions shows the different emotions that we humans have, separated by colors and that can trigger feelings such as:
love;
submission;
contempt;
optimism;
fear;
treachery;
remorse, among others.
According to this, Emotional Marketing can take advantage of this depth in the being of each user, defining precisely what feeling you want to generate, to influence them to execute a specific action.
To do this, it is necessary to rely on the pillars of Emotional Marketing based on the desired feeling.
Pillars of Emotional Marketing
Companies need to understand the emotional needs of their target audience or buyer persona to execute effective Emotional Marketing campaigns.
Through the four fundamental pillars of this branch, which were defined by Elia Guardiola, a specialist in the area, we can get a clear idea of what is needed to be successful in this.
Affective bond
The bond between the brand and the customer is the essential basis of any Emotional Marketing strategy. Thanks to this bond, the consumer can obtain close and meaningful experiences with the brand and, in turn, the brand does the same with its customers.
This two-way communication allows the consumer and the company to be placed on the same level from a communication point of view, letting the user know that their voice has value.
Thanks to this understanding, customers can obtain an optimal response to their emotional needs, which produces a differentiated and comprehensive user experience.
Experiences
Given the constant bombardment of information we experience on a daily basis, blurring is one of the most challenging elements for today's consumer. Experts say that each person receives around 5,000 advertising impacts daily, which evidently leads to saturation and the inability to process them all.
In this sense, offering advertising campaigns that provide positive experiences, transmit sensations and provoke emotions in the public, will stimulate the probability that customers will want to relive these feelings again and again.
Vitor Pecanha
Jan 20, 22 | 13 min read
We present you the roadmap to conquer your audience with emotional marketing
Reading time: 10 minutes
Emotion is perhaps one of the most powerful forces when it comes to human nature. Generate a feeling in a person, and you have successfully gained their attention.
That said, it's not hard to understand why the most successful Digital Marketing campaigns are also those that connect with people on what matters most: values, pain points, and personal feelings .
Most modern shoppers want and expect to make personal connections with the brands they consume and cultivate meaningful relationships with them over time.
In this sense, Emotional Marketing is an turkey email list excellent way to show your customers that you also want to achieve those real connections , but there is a great art to doing it well.
Here's how to get started in the right direction.
What is Emotional Marketing?
What kind of emotions can we impact?
Why is Emotional Marketing so effective?
Emotional Marketing: Best Practices and Tips for Success
Great examples of Emotional Marketing in action
Summary: Successful marketing revolves around a great story
What is Emotional Marketing?
Although most modern marketing approaches seek to arouse the feelings of an audience at least to some extent, establishing a sensitive connection with the target audience is the primary goal of Emotional Marketing.
The idea is to leverage this connection to convince the viewer to take action , whether it's buying a product, signing up for a mailing list, or any other example.
Most Emotional Marketing efforts focus on leveraging a specific emotion.
Yes, that emotion can be positive, like joy, excitement, anticipation, or pride . However, many successful campaigns also tap into fear, anger, or envy.
If an emotion can be strong enough to influence purchasing decisions , you can safely trust that it has been the focus of a brand's Emotional Marketing strategy at some point.
What kind of emotions can we impact?
An emotion powerful enough to lead a customer to bury an action that favors a brand obviously cannot be something improvised and much less meaningless.
The types of emotions that organizations can use as a lever to trigger a thought or feeling that leads to a user action . As we already mentioned, these can be positive or negative.
Robert Plutchik's Wheel of Emotions shows the different emotions that we humans have, separated by colors and that can trigger feelings such as:
love;
submission;
contempt;
optimism;
fear;
treachery;
remorse, among others.
According to this, Emotional Marketing can take advantage of this depth in the being of each user, defining precisely what feeling you want to generate, to influence them to execute a specific action.
To do this, it is necessary to rely on the pillars of Emotional Marketing based on the desired feeling.
Pillars of Emotional Marketing
Companies need to understand the emotional needs of their target audience or buyer persona to execute effective Emotional Marketing campaigns.
Through the four fundamental pillars of this branch, which were defined by Elia Guardiola, a specialist in the area, we can get a clear idea of what is needed to be successful in this.
Affective bond
The bond between the brand and the customer is the essential basis of any Emotional Marketing strategy. Thanks to this bond, the consumer can obtain close and meaningful experiences with the brand and, in turn, the brand does the same with its customers.
This two-way communication allows the consumer and the company to be placed on the same level from a communication point of view, letting the user know that their voice has value.
Thanks to this understanding, customers can obtain an optimal response to their emotional needs, which produces a differentiated and comprehensive user experience.
Experiences
Given the constant bombardment of information we experience on a daily basis, blurring is one of the most challenging elements for today's consumer. Experts say that each person receives around 5,000 advertising impacts daily, which evidently leads to saturation and the inability to process them all.
In this sense, offering advertising campaigns that provide positive experiences, transmit sensations and provoke emotions in the public, will stimulate the probability that customers will want to relive these feelings again and again.