Have you ever thought that in this modern complex world what really convinces the customers to buy your products?
It is not those impressive business tools rather it is those good and heart-to-heart stories. Aka Emotional Marketing.
Emotional marketing refers to marketing and advertising efforts that primarily use emotions to make the audience notice, remember, buy and share your products. In simpler terms, it is the practice of connecting a brand to emotional needs, wants and aspirations of customers and shifting their focus from what you do as a business to why you do it.
• Knowing the target audience and emotions they resonate with the most forms the basis for an impactful emotional marketing campaign, boosting the sales.
• Emotional marketing can be used anywhere to inducing desired behaviour from the customers, may it be in digital marketing, social media or even in the product description.
• There are three basic marketing strategies proving emotional stimuli for brands simultaneously increasing profits.
– Emotional Branding- It is the process of building a meaningful relationship between the brand and potential customers by provoking basic emotions. It helps to create a lasting impact on consumers and influences buying decisions building trust and loyalty. For example, Brands like Hallmark inducing a feeling of happiness through their ads or Nike inducing awe and inspiration.
– Emotional Advertising- The advertising strategy adopted by the company to raise awareness and evoking emotions about their brand to build trust among the target audience. One of the powerful examples is Coca Cola’s “Choose Happiness” campaign launched in 2015 which encouraged people for sharing their happy experiences leaving them feeling happy.
– Storytelling- Being able to tell a story that accurately portrays a value or emotion is likely to connect the brand to its customers leaving a long-lasting impression helping them to remember the brand while making purchase decisions. There are brands like Nescafe and Asian Paints which have managed to create a promising impact on their audiences through their campaigns.
• Thus creating a successful emotional marketing campaign involves strategies to capture the heart of consumers triggering brand loyalty and making them buy not just the USPs of the brand rather its values and ideologies too.