Emotional marketing: what it is and why you should use it in your strategies
Posted: Tue Dec 03, 2024 5:59 am
Marketing that combines emotions with mobile technology has every chance of winning the race to win over consumers and build their loyalty.
The new dimension that proximity marketing is taking on , together with technological innovation, represents a change in the way in which clients and consumers communicate in specific spaces and moments, which represents an increase in conversion for brands . This is where emotional marketing comes into play.
What is emotional marketing?
As if it were the movie 'Inception', we find ourselves wrapped up in a series of layers of marketing in which we increasingly delve deeper into the minds, and in this case, hearts of customers. In terms of the aforementioned movie, the purpose of emotional marketing would be to keep the top spinning for each user, keeping them hooked on our brand.
To do this, people often resort to humor, double meanings, exaggeration, and even irritation, although the latter is not the most advisable. These messages serve to feed our ego , to make us feel more vp quality email lists intelligent, more beautiful, or another emotion that is fundamental to our self-esteem.
It is important that we do not relate emotional marketing with increasing sales by touching users' hearts, but rather it is about finding strategies and actions that make consumers fall in love with your products and services.
Emotions are used to make someone fall in love, but they do not necessarily have to be classified as sad or happy. Hate, amazement, melancholy, joy, anger, sorrow… are some of the emotions that can be achieved depending on the type of channel and message that is sent.
Why choose emotional marketing?
One of the main objectives of brands is to connect with their audience, and since the advent of the digital age, we have been involved in a series of changes, especially in the way users consume.
It's starting to seem redundant to say that the Internet and social networks have revolutionized the way we communicate and interact with each other, but that's how it has been. Even advertising has taken a 180-degree turn.
Years ago, commercials were the voice of brands. What they said was what prevailed above all else. But is that still the case? Obviously not. Now it's the users.
Virtually the entire world is on social media with their number of followers, likes and views. This is a great showcase, not only for the personal brand of users, but for brands in general.
Recommendations, opinions, advice, etc. about a product or service help the brand to position itself in the minds of consumers. It is important, however, to keep in mind that the way the audience views a product or service can be negative or positive.
And this is where the marketing strategies and actions of brands come into play. Their main objective must be to provide excellent service and offer top quality products, so that users speak positively about them.
To achieve this, it is essential that the brand connects with the audience, and a very good way to do this is through emotional marketing.
Advantages of emotional marketing
Applying emotional marketing to your campaigns and strategies can bring you a series of advantages that we present below.
Loyalty
Emotional marketing can help you build customer loyalty or make existing customers feel special, as it helps make your brand go viral and increase comments about it.
Improve brand image
Thanks to much more humanized strategies and actions, the audience feels much more identified with the values and beliefs of the brand.
Connection between brand and customer
This point is closely related to the previous one, since thanks to humanization the brand and the client connect, and therefore, it is easier for the user to remember it.
Increase customer satisfaction
Whether a user is already a customer or not, but makes a purchase during the emotional marketing campaign, this purchase will be reinforced, therefore increasing final satisfaction.
Increases message recall
Emotional marketing helps messages to resonate more deeply, and therefore, they will be more remembered by users.
Actions you can apply in an emotional marketing strategy
Feeling of exclusivity
Nowadays, emotional marketing has also evolved, adapting to new technological possibilities. The objective is to make consumers feel special and unique . This is achieved through personalization, with emotional marketing that surprises the user and provides a feeling of exclusivity, while transmitting joy and positive feelings, with the ultimate goal of associating the consumption of their products with pleasure and satisfaction, ultimately allowing consumers to be promoters of our products.
The mobile screen is arguably the most personal space people have, which represents an untapped opportunity for marketers to take advantage of the intimate moment and experience that mobile offers. When emotions are high, memory is enhanced , so communicating with consumers in a friendly and well-received way can make the messages they receive more memorable.
Improve the experience of using applications
In order to truly connect with them and enhance the app user experience, advertisers need to identify and align with key emotional moments throughout the day in a mobile app session. Once the right moment has been contextualized, we need to capture their attention without being uncomfortable or interrupting, and take advantage of their current mood to determine their needs and offer them something extra, whether it’s a special discount or a congratulatory message. Something that consumers will appreciate and remember with a positive feeling.
Mobile technology offers a unique opportunity to elevate the user experience. If we also communicate by stimulating their senses with an effective combination of sound and haptics , we will make the message more memorable.
The new dimension that proximity marketing is taking on , together with technological innovation, represents a change in the way in which clients and consumers communicate in specific spaces and moments, which represents an increase in conversion for brands . This is where emotional marketing comes into play.
What is emotional marketing?
As if it were the movie 'Inception', we find ourselves wrapped up in a series of layers of marketing in which we increasingly delve deeper into the minds, and in this case, hearts of customers. In terms of the aforementioned movie, the purpose of emotional marketing would be to keep the top spinning for each user, keeping them hooked on our brand.
To do this, people often resort to humor, double meanings, exaggeration, and even irritation, although the latter is not the most advisable. These messages serve to feed our ego , to make us feel more vp quality email lists intelligent, more beautiful, or another emotion that is fundamental to our self-esteem.
It is important that we do not relate emotional marketing with increasing sales by touching users' hearts, but rather it is about finding strategies and actions that make consumers fall in love with your products and services.
Emotions are used to make someone fall in love, but they do not necessarily have to be classified as sad or happy. Hate, amazement, melancholy, joy, anger, sorrow… are some of the emotions that can be achieved depending on the type of channel and message that is sent.
Why choose emotional marketing?
One of the main objectives of brands is to connect with their audience, and since the advent of the digital age, we have been involved in a series of changes, especially in the way users consume.
It's starting to seem redundant to say that the Internet and social networks have revolutionized the way we communicate and interact with each other, but that's how it has been. Even advertising has taken a 180-degree turn.
Years ago, commercials were the voice of brands. What they said was what prevailed above all else. But is that still the case? Obviously not. Now it's the users.
Virtually the entire world is on social media with their number of followers, likes and views. This is a great showcase, not only for the personal brand of users, but for brands in general.
Recommendations, opinions, advice, etc. about a product or service help the brand to position itself in the minds of consumers. It is important, however, to keep in mind that the way the audience views a product or service can be negative or positive.
And this is where the marketing strategies and actions of brands come into play. Their main objective must be to provide excellent service and offer top quality products, so that users speak positively about them.
To achieve this, it is essential that the brand connects with the audience, and a very good way to do this is through emotional marketing.
Advantages of emotional marketing
Applying emotional marketing to your campaigns and strategies can bring you a series of advantages that we present below.
Loyalty
Emotional marketing can help you build customer loyalty or make existing customers feel special, as it helps make your brand go viral and increase comments about it.
Improve brand image
Thanks to much more humanized strategies and actions, the audience feels much more identified with the values and beliefs of the brand.
Connection between brand and customer
This point is closely related to the previous one, since thanks to humanization the brand and the client connect, and therefore, it is easier for the user to remember it.
Increase customer satisfaction
Whether a user is already a customer or not, but makes a purchase during the emotional marketing campaign, this purchase will be reinforced, therefore increasing final satisfaction.
Increases message recall
Emotional marketing helps messages to resonate more deeply, and therefore, they will be more remembered by users.
Actions you can apply in an emotional marketing strategy
Feeling of exclusivity
Nowadays, emotional marketing has also evolved, adapting to new technological possibilities. The objective is to make consumers feel special and unique . This is achieved through personalization, with emotional marketing that surprises the user and provides a feeling of exclusivity, while transmitting joy and positive feelings, with the ultimate goal of associating the consumption of their products with pleasure and satisfaction, ultimately allowing consumers to be promoters of our products.
The mobile screen is arguably the most personal space people have, which represents an untapped opportunity for marketers to take advantage of the intimate moment and experience that mobile offers. When emotions are high, memory is enhanced , so communicating with consumers in a friendly and well-received way can make the messages they receive more memorable.
Improve the experience of using applications
In order to truly connect with them and enhance the app user experience, advertisers need to identify and align with key emotional moments throughout the day in a mobile app session. Once the right moment has been contextualized, we need to capture their attention without being uncomfortable or interrupting, and take advantage of their current mood to determine their needs and offer them something extra, whether it’s a special discount or a congratulatory message. Something that consumers will appreciate and remember with a positive feeling.
Mobile technology offers a unique opportunity to elevate the user experience. If we also communicate by stimulating their senses with an effective combination of sound and haptics , we will make the message more memorable.