Good marketing makes the company look smart. Great marketing makes the customer feel smart. It is truly said that you can’t sell anything if you can’t tell anything.
Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response. Before diving into why emotional marketing is effective and how to incorporate it into your marketing efforts, let’s stretch the word with brands driving this in recent scenario.
- Consumer goods company Hindustan Unilever Limited’s recent advertisement has irked the social media audience. The ad for its beverage Brooke Bond Red Label Tea, meant to promote familial ties, the corporate giant’s ad film talks about how the elderly often get ‘abandoned’ by their immediate family members at venues such as the Kumbh Mela.
- Royal Enfield, one of the world’s oldest motorcycle brand in continuous production, has introduced a new colour scheme – Squadron Blue, for its iconic Classic 500 range of motorcycles. Inspired by the Indian Air Force, the new shade is a tribute paid by Royal Enfield to the soldiers of the sky and also to Wing Commander Abhinandan Varthaman.
- Goodness has no religion and this Holi detergent brand Surf Excel, known for its heart-warming advertising under the ‘Daag Acche Hain‘ (dirt is good) brand though, has delivered a tear jerker. Created around the evergreen Hindu-Muslim theme, the minute-long spot is conceived by Lowe Lintas Mumbai and builds on Hindustan Unilever owned detergent brand’s philosophy that soiling one’s clothes is good if it is for a good cause.
Emotions can boost an ad’s virality online. Unruly, a video ad tech company, reported that 2018’s most shared ad was Ikea’s “Pee Ad” campaign. When starting an emotionally driven marketing campaign, a shift in focus is necessary. Consumers are no longer just consumers — they’re individuals with similar emotions. Businesses need to promote experience and a feeling rather than a single product.
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