Emotional Marketing
An emotion is a complex psychological state that involves a subjective experience, a physiological response and a behavioural or expressive response. It not only plays a great role in dealing with people but also shapes our conscious thoughts about brands, products and services. Hence, it is of the utmost importance for companies to know about their consumers’ state of emotions. Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make the target audience notice, remember, share and buy. It appeals to a single emotion like fear, anger, joy etc., which further influences decision making.
The reasons why emotional marketing works on people are many. Emotions are an inseparable part of human beings which when turned into marketing, builds great impressions. Emotional marketing not only makes the content more memorable and shareable but also helps to build customer loyalty and producing brand advocates. If a new business is between two advertisements — one that simply talks about products and the other that made you laugh or cry — which one would “impress” you? The latter for sure. It helps people decide with their hearts when it comes down to the wire of deciding which product to buy.
Dove’s marketing is a great example of this. Their inclusive, down-to-earth commercials focus on ensuring that every woman feels beautiful, making their product seem like a source of self-love. Similarly, in 2015, Coca Cola rocked the internet with its “Choose Happiness” campaign. This tapped into everyone’s desire of being happy and sharing a moment of happiness towards making the world closer together.
Weaving emotions into marketing as well as advertising is a surefire way to attract and encourage the audience to act. To successfully put emotions into marketing, all you need to do is know your audience and the emotions which resonate the most. It is that secret weapon that not only elicits a purchase or two but also encourages other activities that help in growing the business and brand tremendously.
