All You Need to Know About Emotional Marketing :
Emotional marketing tells a story to the audience to trigger a powerful response.
31% of marketers have reported that their companies profits have gone up significantly after using emotional campaigns, while only 16% of marketers noticed the same results with non-emotional marketing.
As many as 68% of buyers agree that they are willing to pay a higher price for an item which has a personal significance for them. You can create that sense of added value by triggering emotions in them.
If you are interested in changing up your marketing strategies up a bit, then emotional marketing is worth a shot.
What is emotional marketing?
As the name suggests, emotional marketing targets the emotions of consumers and attempts to make them feel certain emotions instead of just giving a sales pitch. The marketing and advertising efforts aim to arouse emotions in their audience so that they remember the content. This can lead to higher conversion rates.
Emotional marketing tries to depict a singular emotion at a time. Happiness, anger, and sadness are commonly used to elicit responses from customers who find themselves relating to the content.
Emotional marketing can be very effective because it sways a large portion of the viewers at the same time.
It can be difficult to categorize emotions into specific categories. Like colors, emotions can also be arranged on a spectrum. Emotions can form gradients or merge with each other to create a completely new emotion.
It is a common misconception that companies always try to target and happiness; as the emotion which they want to inspire. Depending on the product and the company's goals, emotional marketing strategies tend to differ. Your primary objective should be to inspire such a powerful emotion that the customer will feel compelled to take action. All your marketing elements should contribute to making the campaign successful.
Why is emotional marketing efficient?
As humans, we feel, and there is no shame in that. We react to the events and situations happening around and even ones that we witness through a screen.
Emotional marketing allows companies to create a good first impression because a customer is likely to remember a brand which he or she associated with a particular emotion. It takes a few seconds for a potential customer to form an opinion about a company, and emotional marketing helps to maximize the output.
Customers like to rely on their hearts when they are choosing what to buy.
They fall back on their heart;s desire and inclination even after hours of research.
- The buyer emotion in the customer journey plays a significant role to help make that final
Do note that information cannot replace emotional responses when it comes to marketing.
Emotional marketing prioritizes the heart over the mind.
One of the reasons why emotional marketing is such a popular choice is that it can inspire people to take action. It works better than a simple CTA when it comes to making customers place their faith in you.
Not only does emotional marketing increase your sales, but also can also give you certain other benefits.
It’s All About Creating the Right Experience
Customer happiness leads to word of mouth, giving your brand increased exposure. Customers tend to mirror happiness, and you will connect with them on an emotional level. On the other hand, sadness gives customers a chance to empathize and connect. Encountering something sad increases our willingness to give because we realize how lucky we are. If you want customers to invest in you, show them how they can make a sad situation better.
Elements of surprise and fear help to cultivate brand loyalty because customers release how important familiarity is. They are tricky to get right, but once you do, you will see the results for yourself. Instead of associating your brand with something negative, customers will see you as the light at the end of the tunnel.
You can also use anger and passion to put forth strong opinions that you know for a fact is popular among people. These emotions can increase the reliability factor of a marketing campaign, and hence, there is a higher chance of it going viral.
How do you create the perfect emotional marketing strategies?
Here are some tips that will help you come up with the perfect strategy for the emotion that you are aiming for.
1. Get to know your audience:
You need to know the likes and dislikes of your targeted audience. Understanding the demographic will allow you to get a better idea of what they might respond to and how. Emotional marketing is all about customizing the content which why you need to delve into serious target audience research. This will enable you to take better marketing decisions and maximize resources.
2. Speak with your color pattern:
You must know that colors are closely linked with emotions in psychology because we are taught association from a very early age. As a result, we connect particular colors to particular emotions. Using color psychology to create the perfect marketing campaign will give you an edge.
3. Paint an ideal image:
Giving customers an idea of what perfection can look like is a great way to get their attention. Projecting the ideal image as part of your emotional marketing campaigning will convince customers that your product is the ultimate solution for their problem.
4. Inspire your audience:
Aspiration can trigger actions successfully. If you create an inspirational marketing campaign, you will be connecting to the audience;s dreams and goals. Give them the courage to reach for their dreams, and they will return the favor.
5. Craft a story:
Storytelling has evolved over the centuries, but it still remains one of the most effective ways of attracting people. Stories which are not only l but also shareable can move the audience into giving you more exposure and love.
6. Brand your own community:
Making people feel like they will belong in a special movement or community by investing in your products and services is a great move because it combines more than one psychological trigger.
Everyone loves the idea of being in a family.
If you want to know if your emotional marketing campaigns are actually giving results, you will have to analyze the audience;s responses. Run surveys or collect social media insights which will allow you to check what is appealing to your audience and what is falling flat. A focus group is also an excellent way of measuring the effects of emotional marketing.