Emotional marketing encompasses all marketing activities aimed at eliciting emotional responses from the target audience to encourage them to make purchase decisions. The goal is to evoke positive feelings related to the product or company, such as challenge, enthusiasm, and joy, to prompt the audience to initiate the product or service experience.
It is a type of marketing that focuses on the emotions of the target audience. Through emotional marketing campaigns, the aim is to make customers notice, remember, and ultimately make purchases. Emotional marketing always influences individual emotions such as happiness, sadness, surprise, and fear.
Key Benefits of Emotional Marketing:
Optimal Alternative to Pure Advertising Campaigns:
Targeting customers’ emotions through advertising efforts bridges the gap between the brand and customers on a personal level. Relying solely on pure advertising campaigns, which focus on showcasing product features and meeting customer needs, can be challenging and complex. Yes, in this case, the customer may remember the information presented in the ad, but not necessarily the brand.
Emotional Marketing Boosts Content Sharing:
The impact of emotional marketing extends beyond customer needs and desires; it serves as a strategy to make content more shareable. People are more likely to share content that moves their emotions, whether it’s funny, engaging, or elicits fear.
Emotional Marketing Creates Fantastic First Impressions:
What makes a first impression more memorable? When exposed to new content—say, two ads, one solely focused on product features and the other emotionally charged that makes you laugh or feel moved—which one will leave a lasting impression? Certainly, the emotional ad. First impressions are formed within seconds and help solidify the brand in the customer’s mind over time.
Enhances Product Design:
Product design is not limited to quality, features, and price alone. The best way to design a product is to connect it with emotional attributes.
Improves Marketing Campaigns:
Profit-driven approaches alone are not enough. Companies and businesses should explore social trends, especially among younger generations, and align their goals with these trends. Connecting customer loyalty programs to social responsibility, such as donating a portion of profits to charitable causes, can create a positive association with the brand.
