Emotional Marketing has been widely used by marketers and companies way before digital advancements have emerged. Now that the Internet has become part of our daily lives, so does Emotional Marketing. As Indeed would put it, every day, you see different types of ads from tv commercials, marketing campaigns, online ads, etc., all of which target you to feel a particular way. But then it comes to how we think this way, and why?
Emotional Marketing feeds off people’s emotions to make them act on them. Emotions can be powerful triggers that motivate us to take specific actions towards a pre-defined goal. These goals are particular interactions with the brand, varying from engaging, booking an appointment, clicking an ad, or ultimately purchasing from them. Companies utilize this type of marketing to build deeper connections with their consumers.
Have you ever wondered why is it marketers target emotions, rather than the product itself? Simply because humans are emotional beings, we act whenever we feel sad, angry, happy, etc. And, most often than not, we work on emotions impulsively. The Tempkin Group labeled 2016 as “The Year of Emotion.” In their study correlating emotions with customer experience, they found out that loyalty is driven by emotions. Furthermore, results show that people who had positive emotional experiences are:
People never run out of emotions. Every minute, every second of our lives, we feel something — meaning marketers and companies have all the time in the world to make us act on it for their benefit. It’s proved to be adequate time and time, and we’ll tell you why.
Determining the success of such campaigns can be slightly tricky since what we’re actually measuring is an emotional response — typically, it’s not estimated quantitatively rather qualitative. For this to be carried out, a feedback form or live discussions would be the best data-gathering efforts you can do. Why?
Because it is through these methods, people are open to expressing how they felt about your campaign. And if that feeling sparked another response to interact with your brand (or not). Check out Hubspot resources to engage in another perspective of emotional marketing.
Will you include Emotional Marketing as one of your strategies this 2022? If up to this point you still have hesitations, it’s okay. That’s normal; you’re just looking out for your business. But, as with anything else, you won’t know something that works unless you try it.
Again, Emotional Marketing banks on people’s emotions leading them to act on them. It can potentially grow your business, increase brand loyalty, and relate to more audiences if done right.
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