Emotional marketing: What is emotional marketing?

Everything you need to take into account to apply emotional marketing strategies.

We are all highly emotional, and the stories we hear and tell ourselves about the world we live in significantly impact our attitudes and decisions.

From a marketing point of view, this is an opportunity. If emotions play a central role in consumer decisions, companies can strive to create excellent shopping experiences that appeal to the emotional needs of their audience.

That is what emotional marketing is about.

What is emotional marketing?

In a nutshell, emotional marketing is a strategy applied in company plans to generate a sentimental connection with different audiences and make them part of the brand.

It’s not an easy job. First, we are more demanding every day, and in emotional marketing, there is no place to ignore opinions. Also, dealing with feelings is more complex than just marketing.

But if done right, this strategy builds high customer loyalty and gets the engines of growth spinning like never before.

Four pillars of emotional marketing

To work with this type of marketing, there are four fundamental pillars. Which are?

Sow an affective relationship between the brand and the consumer

Emotional marketing seeks to establish an emotional bond between a brand and consumers. It is central in the search for the buyers’ satisfaction because it creates the first step towards positive sensations, feedback and the transformation of a client into a promoter of the brand.

When we talk about a link, we talk about two-way communication. Regardless of their strategy, brands should create spaces where users can communicate with them. Technology, in this aspect, plays a favourable role.

To ask ourselves: do we generate exchange spaces? What actions that leave the company mean the creation of a link?

Create high-value experiences

How many times does a marketing piece hit your screen (not counting other media)? Thousands? Imagine that your company is one of those impacts. What makes a message memorable or effective in communication is not the arrival on a cell phone but the creation of a unique experience.

That is why it is essential to work with the jobs to be done and discover what experiences the client is looking for and effectively achieves with your products. The key is to detect how these experiences are valuable to your customers and add them to the narrative of your campaigns to stimulate empathy and generate great moments.

To ask yourself: what do customers want to achieve with my products and services? How do they see themselves when they use them? What do they feel? How can I capitalize on those experiences and integrate them into my marketing campaigns?

emotional marketing
emotional marketing

 Develop the love mark

Defining what a love mark is is simple: it’s about what Apple means to that person who camps at the door of the main store to be the first to buy a new cell phone.

Developing love for the brand is related, on the one hand, to the management of stories: it is necessary to work in a positive and marked culture, a myth, a purpose aligned with everything that the business is, social actions, loyalty strategies and many more.

On the other hand, the love mark is concerned with the product itself and its ability to exceed user expectations. Getting people to become ambassadors of your brand is not possible if their experience with the product is insignificant, average or bad.

To ask yourself: what narratives can I create to stimulate the loyalty of my customers? Is the product up to what I want to generate?

 Work on content marketing

Content marketing is key to emotional marketing: through it, many of the aspects mentioned above are put into practice because it can not create relationships from scratch, nor can stories be told without content, nor experiences without experiencing.

The most important thing at this point is to think about the needs, desires, and tasks to be performed by your audience and develop content that adds value in each of the stages of the purchase journey. It significantly impacts the user experience and helps establish a relationship of trust with your brand. That way, when it’s time to buy, it’s more likely to be your company and not the competition that comes to mind first.

The content attracts, stimulates, convinces, and brings the person closer to making the purchase. It is a magnet that connects and, at the same time, sows expectations.

To ask yourself: what content are my users interested in? How can I add value to them? What could you offer them for free, in what format and by what means?

Content planner: a vital resource to reach people

In line with the previous point, producing content is essential to start working with and for your clients from emotional marketing.


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