12 INSIGHTS ON THE EVOLUTION OF EMOTIONAL MARKETING
Emotions are a vital part of who we are : everything we do, from the clothes we wear to the people we dislike, comes from our emotions.
Emotional marketing is a type of advertising that uses basic emotions like fear, sadness or anger to elicit a consumer response. This usually leads to more social shares and purchases of the advertised product. It can also lead to customer loyalty as trust builds between your brand and the customers as well as improved customer service. Emotional marketing connects with people at the peak of their feelings or emotions. Whatever the marketing could also be , whether it uses positive emotions like happiness or negative emotions like pain, it moves people to act with an emotionally based response; and when people act out of emotions, they do not use rational thinking that may prevent them from purchasing a product or from social sharing.
Here are key insights to help you understand emotional marketing more explicitly:
When people are inspired, they often think and act differently. They may feel a sense of pride when someone they are close to achieves something big or overcomes a problem, or they may feel bad by seeing an evil deed in action. The right human interest story or a spokesperson who embodies the brand make the inspirational approach work.
Effectively associating your brand with a role model that people can believe in may lead to people to believe in your products as well. Building an emotional reference to your customers are often magical and make a halo effect for your brand.
When your brand connects to people’s pride and passion for where they live, your brand can gain a lot of fans who will eventually become your loyal customers. Brands with a trendy ‘local’ strategy tailor their stories and platforms to the cities in which they are based. Most banks, retailers and other brands tie into their local markets through campaigns featuring famous local attractions, local schools and local sports teams.
- Emotional Branding
Emotional branding is the process of building a meaningful relationship between your brand and potential customers. Marketing adverts with emotional content are often used to help develop brand image. By building emotional meaning into your brand, you are able to create a lasting response that is deeply intertwined with your brand. Over time, this breeds trust and brand loyalty which eventually influences buying decisions.
- Emotional Advertising
Emotional advertising can be used both to establish a brand and contribute to a larger discussion about current events or celebrations. It can be used to build trust within your target audience.
- Permission Marketing
Aspirational campaigns create a brand presence that taps into an audience’s dreams, their desire to enjoy a life-style or experience they long for or their desire to succeed in a lofty goal. They may aspire to be financially secure, send a child to college or hit the open road with a Ferrari. Marketers considering an aspirational approach must clearly understand the necessity , hope or desire their brand fills for his or her target consumer and the way their brand reflects people’s egos and identity. Then, they have to build a story that will bring such dreams to life.
This is tactic that brings almost all aspects of emotional marketing together. It is an art form that has been used since the beginning of human existence and, just like human emotions, is a craft that was actually developed for survival. Being able to tell a story helps you connect on an emotional level and also helps others remember your story and brand for a long time. The ultimate goal of storytelling is to be so good at it that customers promptly remember your brand when they are in the process of decision making just before purchasing a product.
- Using Happiness
Since you have to convince your audience to trust your brand before convincing them to actually make a purchase, brand awareness is a crucial step in the journey. You can create a few campaigns that focus on positive emotions like happiness and pleasure. Emotionally positive content spreads faster than any other type of content.
- Feel Their Pain
Another strategy that brands use to build an emotional attachment to their target audience is by touching negative feelings like pain and sadness. Sadness may be a human emotion that naturally brings people together for support. By sharing content that elicits an emotional reaction of sadness, you will likely get more clicks and response as people would want to learn more about it.
- Milestone Connection
Brands can use milestones to strengthen their relationship with customers. Also, a brand can focus on life milestones that are important to their customers and develop a strategy that resonates with them. Just creating a story about your brand’s presence within the lives of these experiencing a milestone are often very effective.
- Expression Of Love
The most effective way to humanize a company is by showing that the brand makes someone’s life better, easier or brings them joy. This strategy can even work for businesses that are not inherently compelling or deliver a product or service that has little to differentiate it from the competition.
- Build Credibility
While theoretically these emotional marketing strategies can apply to all or any sorts of businesses, you’ve got to be consistent in your storytelling across all platforms to bring it to life. This makes your brand credible and recognisable.