Emotional Marketing How do you speak to your audience through emotions?
Do you think that customers make all purchasing decisions in the same way? Not all purchasing decisions are made by reason and logic, emotions play an essential role in purchasing and brand loyalty, and for this reason, an emotional marketing strategy is used, which is considered a way to create deep bonds between the audience and the brand, not a tool to evoke emotions only. In this article, we will learn about the emotional marketing strategy and its importance
What is emotional marketing?
It is a marketing strategy that goes beyond explaining the practical benefits of a product and reaches the audience's emotions, using emotions such as joy, sadness, enthusiasm, inspiration, or fear, and aims to increase the emotional connection between the audience and the brand.
It is where purchasing decisions are driven more by emotions than logic, and uses strategies such as moving stories, evocative music, and powerful imagery
Why is emotional marketing important?
Strengthening customer relationships
This is because when customers feel that a brand understands their feelings and needs, they become more attached and loyal to the brand
Promote brand loyalty
The emotional connection a brand creates with customers makes them inclined to repeat purchases and long-term loyalty
Increased interaction
Emotional marketing captures the audience's attention and encourages them to interact with and share the content, which contributes to the spread of the campaign
Leave a mark in the mind
Emotional campaigns leave a strong impact on the audience's mind and are easier to remember for a longer period of time
Types of emotions used in emotional marketing
Emotional Marketing How do you speak to your audience through emotions?
The emotions used in emotional marketing vary depending on the marketing message, target audience, and campaign goals
Joy
It is used in advertisements that focus on products or services that enhance customers' lives and increase their positive emotions, creating a positive brand image, such as ads for soft drinks and ice cream
Grief
It is used in awareness campaigns and humanitarian causes to encourage the public to interact with and support the cause, and to arouse a sense of responsibility
such as smoking and addiction, charities and helping the poor
Inspiration
By showcasing stories of overcoming challenges and success, brands that advocate for dreams and courage, and create a sense of empowerment, such as athletes and entrepreneurs, use them
Fear
Found in awareness campaigns and safety products, it highlights the seriousness of the issue and the risks that can be avoided by using the product or service, such as ads for health insurance and early detection of diseases
Enthusiasm
It aims to attract attention and increase engagement, creating a sense of suspense and a desire to share and experiment, and we find it in the launch of new products, such as smartphones and sports brand products
Love
Campaigns that use the sentiment of love focus on human relationships and warmth, motivating them to share the ad with their loved ones and build a strong relationship with the brand
Seen in jewelry ads that highlight romance, and children's products that highlight motherhood
Real-life examples of emotional marketing
Ramadan ads
Exploit the spiritual and familial atmosphere of this season to launch emotional campaigns that target the values of bonding and generosity, such as Zain's ads that focus on the family, bonding, and tolerance values associated with Ramadan, increasing the audience's connection to the brand, especially on special occasions
Nike advertising
that relies on inspiration and enthusiasm through the stories of athletes who overcame challenges to realize their dreams
Pepsi advertising
Focuses on fun and moments with friends, associating the brand with happiness
How to Apply Emotional Marketing in Campaigns
Choosing the right emotions for the target audience
By understanding your target audience and what moves them, you can choose the right emotions to include in the campaign, as emotions do not affect all groups in the same way, depending on their needs, circumstances and expectations
This is done by
Audience analysis and study through questionnaires and data analysis
Relate emotions to your product or service and use emotions that will highlight the value of the product
Customize different emotions by category
Use images and videos to maximize impact
Images and videos have the ability to convey emotions faster, more impactful and stay in the audience's mind
This is done by
Choosing the right images that express the targeted emotions
Use storytelling videos to tell impactful stories and make them appear simple and understandable
Using colors to communicate certain emotions, such as using red for enthusiasm, yellow for optimism and joy, and blue for comfort and confidence
Emotional marketing allows to reach not only the audience's mind and persuade them, but it reaches their heart in the first place and influences them, it does not only affect the purchase decision, but also increases their attachment to the brand and makes them feel emotionally connected to it, and that's when the brand' s success is achieved and the goal of its campaign has been achieved, and that's when the brand's success is achieved.
