Emotional Marketing and its Impact on Consumers

Key Takeaways :

  • To know about emotional marketing and its use by the companies.
  • To know about the various emotions which are considered by companies to design their emotional marketing strategies.
  • To know how emotions play an important role in consumers behaviour and purchasing decisions.

Importance of Emotional Marketing

Companies can use emotional marketing methods to help themselves stand out in a competitive climate. It has a lot of leverage because it encourages consumers to think and behave differently and it frequently appeals to the audience’s hopes and desires. It serves the objective of connecting emotions with the dissatisfied consumers in a more efficient manner and making a permanent impression in their minds about the product or service which impacts the consumer’s behaviour towards purchasing decisions.

Emotional marketing is an effective tool for boosting sales in a business thereby encouraging the companies to expand and creating a brand image. This type of marketing uses the mediums like video advertising, podcasts, billboards, social media which are immersive and captivating giving a brand a creative emotional message. Emotional marketing is a distinct movement in marketing management that emphasizes the emotional formation of relationship between a firm and its customers as the primary motivator for consumers’ behaviour and purchasing decisions pf the product or services keeping in the emotions of the consumers to connect with the product or services offered.

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Emotional marketing aids in the development of trust and loyalty in businesses since emotions are felt and acted upon for a longer period. Emotional marketing works great as it creates a first impression in the minds of the consumers and helps them to decide with their hearts on purchasing decisions. Emotions play a significant role in consumers’ daily decisions. It also encompasses decisions such as what to purchase and what not to purchase. Emotions persuade them to act on the brands that stand out. As a result, by focusing on the emotions of the target group or demographic, the brand can emotionally connect with the consumers, resulting in a very powerful connection. This will lead to higher retention and loyalty rates. Emotional marketing influences consumers’ behaviour of purchases as they use buying or purchasing the product as a way of managing their emotions. Taking an example, we can say that consumers when they are in happy emotions generally tend to eat a lot thus, we can say that even emotion has a connection with consumers’ behaviour towards purchasing decisions.

Various emotions which are considered while designing an emotional marketing campaign are:

  • Happiness: Companies always want their customers to be associated with being happy, joyful, smiling, and laughing as these are the customers who bring positivity about the product and services provided to them by sharing their experiences with others thereby leading to an increase in sharing and engagement of the product by other users which helps the company to attract more customers and create a brand image. So, companies like to add this type of emotion to their marketing strategy. Happiness leads to more share of the product or services.
  • Sadness: If companies aim at the happiness emotion, then what’s the use of the other emotions? The answer to this is diverse emotions lead to different outcomes. Sadness leads to more clicks on the product and services. So, when an organization makes a customer miserable and then promises that they will find a solution to their problem of bad sentiments, the customer’s emotions change and they gain trust in the organization.
  • Fear: Fear in the area of emotive marketing efforts, motivates consumers to act out of a sense of urgency and self-preservation. This is the most complex emotion when compared to happiness and sadness.
  • Anger: While most companies believe it is best to avoid enraging their customers, in the appropriate conditions, this unpleasant emotion can have a significant influence. Emotional marketing methods that elicit feelings of rage and contempt can jolt individuals awake and motivate them to act.

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Effects of Emotional Marketing:

Emotional marketing can help small business owners improve the success of their marketing strategies. The idea is to create an advertising concept that communicates straight to the customer that the business wants to reach, using the emotions that the consumers are likely experiencing. The marketing campaign’s content and visuals should work together to generate a unified message that reflects the emotional appeal business wants to make. People’s demands and desires change dramatically as they progress through various life stages, so to make emotional marketing effective the companies should understand the target audience’s wants and feelings.

Creating memorable emotional advertisements brings in the right emotional appeal that can touch the customers and make them remember your marketing campaign for life long. Consistently including and connecting your emotional marketing strategy to the positive emotions makes your customer believe in your brand as a positive one when they are purchasing the product, they constantly encounter the positive emotions depicted in the company’s emotive advertisement. It’s crucial to connect with the audience through emotive advertising. This makes the brand more memorable, whether it’s tugging at their emotions or making them laugh. If the emotive advertisement appeal to the audience’s emotions, they are more inclined to trust the brand since it makes the brand more relatable. It implies they’re more inclined to interact with the brand, resulting in greater client loyalty even after the sale has been completed.

Brands can modify consumers’ perceptions, positively by influencing them and enhancing their experience by properly deploying emotional marketing, which leads to the creation of a brand image in their thoughts. Though it appears to be simple, it is not. When building an emotional campaign, marketers must examine all aspects such as social, cultural, and political factors.

Some tips on Emotional Marketing Strategies:

  • Creating a sense of urgency: This can be implemented by considering FOMO where the emotion of fear can step in. By giving stipulated offer time, customers feel a sense of urgency as it involves the emotion of fear that if they do not purchase the product in the stipulated period they might miss out on the opportunity.
  • Using user-generated content in building trust: One way in which companies can make the customers happy is by using user-generated content in their marketing campaigns like reviews, testimonials through which customers tend to feel a strong sense of belonging, feeling of loyalty, trust, and affinity as well.
  • Surprising and delighting the customers: If companies want to truly captivate the attention of the customers, they should add the emotion of surprise in their marketing campaign as surprising the customers with a unique and emotional campaign is an approach through which the customers remember the brand and also leads to customer acquisition.
  • To include the concept of nostalgia: Among the most recent emotional marketing methods to emerge in the digital environment, it has concentrated on the power of nostalgia in terms of brand associations. As the world is becoming ever more technologically focused, many of us are nostalgic for simpler times. This offers up a whole new universe of possibilities for businesses that understand how to use nostalgia in their marketing initiatives.
  • Usage of narrative: Storytelling is a tried-and-true method of engaging the customers. Regardless of the audience’s makeup, stories are easily accessible and shared, whether through loss, anger, passion, or excitement. This strategy creates an emotional connection between the customers and the brand. In the world of digital marketing, using emotion allows specialists to bridge the gap between customer and brand, resulting in long-term champions.
  • Keeping in my customer satisfaction: Customer happiness is crucial in establishing a brand image and increasing brand equity. Consumers frequently evaluate their personal feelings, emotions, and experiences linked with a particular brand when making purchasing decisions. Viral marketing, in which a strong advertisement about a specific product creates an image in the consumer’s mind that will strongly impact the consumer’s emotions through the campaign and influence a large number of people in a short period, is one such successful strategy that companies are increasingly employing.

Examples of companies that use emotional marketing:

  • Apple: Apple may be the ideal example of a firm that uses emotions to build long-term relationships with customers and brand loyalty. Apple’s branding approach is based on simplicity, clean design, and, more significantly, a motivation to join a lifestyle movement.
  • Cadbury: This brand tries to connect with the emotions of the audiences by portraying their brand in such a way that even in times of pandemic audiences could connect with their loved ones especially during the festivals that lived far away by inculcating the emotion of surprise element in their narrative marketing. Thus, they try to connect with the emotions of the customers which results in creating goodwill for the company.
  • Nike: While one advantage of emotional marketing efforts is that they help to strengthen relationships with your audience, another advantage is that they can motivate individuals to take action. When a business understands what motivates the target market, then the company can utilize those motivating feelings to increase sales and client loyalty.
  • Dettol: Dettol achieved a win-win situation by delivering positive and emotive tales about local business owners who also happen to embody the Dettol ideals of excellence, dedication, and true enthusiasm. The brand employed a documentary format to make they are messaging more immersive, and these real-life stories appear to be more effective than standard pixel-perfect influencer marketing.
  • Lysol: Love is, without a doubt, one of the most sensitive and powerful emotional marketing methods available. A campaign that speaks to customers’ true concerns reminds them that the company is about more than just generating money and selling items. Emotional marketing efforts that allow the company to connect with the audience on a deeper level are worth their weight in gold in a world where consumers care more about experiences than the price or features of a product. So, Lysol’s emotional marketing campaign included the emotion of love and connection as advertising methods based on love help to connect the business and offer a brand identity dimension.

The above article clearly explains the importance of emotions in the company’s marketing campaign along with its impact on the purchasing decisions of the consumers. To successfully implement an emotional marketing campaign in the marketing strategy of the company, it should first understand its target audience and which of the emotions would most resonate with the target audience. If the company aligns this along with its marketing objective, emotional marketing can turn out to be one of the most effective strategies. People of various backgrounds have begun to connect themselves with companies that represent their values and speak to their emotions as buyers grow more focused on the importance of relationships in their purchasing decisions. People of various backgrounds have begun to connect themselves with companies that represent their values and speak to their emotions as buyers grow more focused on the importance of relationships in their purchasing decisions. Involving emotional marketing in the company’s marketing strategies is beneficial because it results in increased revenue, earnings, and the most important factor happy long-term relationship with the customers. When consumers evaluate brands, they rely on their emotions, which are based on personal feelings and experiences, rather than facts and qualities about the brand. Decoding how the audience’s emotions emerge as actions is another technique apart from audience survey and feedback to gauge their emotional response to measure emotional marketing. Emotional marketing is a technique for expressing a company’s personality. People buy the promise of how they would feel after using the thing, not the product itself. This feeling could be amplified with emotional marketing. Thus, emotional marketing works better as it gives the first impression to the audience and helps them to decide with their heart about their purchasing decision.

Shikha Nagar

Content writer

Prerna Kumari

Graphic designer

Neeraj Chiplunkar


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