Ever seen an advertisement and felt that it is your life or a part of it being shown on the screen? The ad was totally relatable to you and hit a chord. Well, that is emotional marketing done right! Studies from top qualitative research companies reveal that emotions play a massive role in decision-making throughout a customer’s journey.
We, humans, are emotional beings. How much ever we base our decisions on a rational point of view, a major part of it is still impacted by how we feel. Hence, for brands to stand out from the crowd, they must use creative communication to provoke their customer’s emotions. Do not mistake it with manipulation. Rather it is more about how deeply you understand your audience’s mindsets, behaviors, and psychology.
What is Emotional Marketing?
The best marketing research companies say that ‘emotional marketing is when the campaigns are directed to trigger human emotions in a way that they leave a positive impact on the people and persuade them to take an action.’ Additionally, you can incorporate elements of emotional persuasion in every way your brand speaks to the audience, that is right from the looks of your website and its landing page to how the chatbot speaks!
Why Choose Emotional Marketing?
In the book, ‘How cool brands stay hot: branding to generation Y’, authors Joeri Van and Mattias Behrer state: ‘our emotional brain registers sensory input in one-fifth of the time the cognitive brain takes to register the same input.’ And, that sums up why we are emotional beings. Moreover:
- Better Sales: According to a report from 2016, advertisements that were more emotionally driven brought a 23% increase in sales than the ones with an average emotional impact.
- Closer to heart: When your brand speaks to the heart of the customers, people remember it forever and feel more inclined towards it.
- Improved customer loyalty: Another report from the Temkin Group reveals that customers who had a positive emotional experience with a company are 7.1 times more likely to purchase more, 8.4 times more likely to trust the company, and 15.2 times more likely to recommend the brand.
How to communicate creatively to trigger an emotional response?
Experts from the top qualitative research companies say emotional marketing needs a balance and here’s how you can do so:
- Endure a sense of belonging: Make your content relatable to the target audience. Humans dwell over the feeling of belonging. When you say that your brand recognizes them, their efforts, hard work, and their existence, and, portray how your product/service is here to support them, they feel valued, respected, and more connected to your organization.
- Make it fun: Go creative and pinpoint funny scenarios from mundane activities. People love it when something makes them laugh and that’s the best way to get your brand to their attention.
- Spread Happiness: A simple yet touching act or advertisement that hits home and brings people the warmth of their loved ones is very powerful to make them feel inclined toward your brand.
- Do it for a cause: Provoke the feelings of anger and desperation for change by speaking out and taking a stand against the disturbing scenarios in society. Go bold, go creative, and push the audience to voice out – do it with a positive cause and see people noticing your brand.
Connect Better. Serve Better!
Emotional marketing allows you to read, understand, and interpret your audience better. The more you know their psychology, the better you get at serving them. But remember, there is a thin line between authentically building a relationship with your customers and faking it to simply allure them to make a purchase.
Ensure that the campaigns don’t go too overboard but hit the right balance to intrigue people’s emotions. Do it for a reason, take help from the best marketing research companies, and create the most promising campaign ever!