Tactics are not new, they have been practiced since ancient times and they consist of using emotion to persuade and attract the public. Applied in sales strategies, emotional marketing is a perfect alternative to campaigns that involve a customer journey. You want to understand why? Follow the article:
Contents
Toggle- What Emotional Marketing is
- Why is emotional marketing important?
- Why Emotional Marketing is Effective:
- Emotional marketing helps trafficless websites (or low)
- Relevance for an emotional connection
- Apple Emotional Marketing
- Coca Cola is pure emotional marketing
- Conclusion
What Emotional Marketing is
Because it is an effective persuasion technique, companies are now capitalizing on human emotion in various ways to achieve different goals, whether for brand recognition, achieving more sales and retention of customers, among other things.
Marketing is about persuasion!
If we are going to explain deeply emotional marketing, we can say that this strategy is an art And also a science.
It's a science. because of the research needed to explore the emotions that drive the desired thoughts, feelings and results that influence people to buy. The art comes through the use of insights to create better user experiences, content and images that increase conversions.
Making the art and science of emotional marketing work perfectly together requires an established process to discover the emotions that influence people to buy. These emotions form the trampoline from which you can influence your target audience to not only make unique purchases but also become long-term customers.
Emotional marketing is the best way to get conversions that increase sales.
Why is emotional marketing important?
In marketing actions we tend to limit prospects and customers to their demographic characteristics (age, sex, location, etc.) rather than treat them as emotional beings.
We usually like to think that all our decisions are based on logic. That's why we classify customers based on their demographic data, because it seems logical that someone who lives in a cold place, for example, wants to buy coats, gloves and blankets for the winter.
But believe me: the decisions of many consumers are not based on logic; they are based on emotion. No wonder Lego has successful marketing campaigns and is considered the world's most valuable toy brand.
Lego's team understands their customers at a deeper level and knows how to harness the emotion to influence shopping. The same goes for big brands like Nike, Apple, Airbnb, among others. I'll point out the two greatest examples of this tactic for you to inspire...
Why Emotional Marketing is Effective:
You become unforgettable
Apparently, emotion and memory are somehow interconnected, because people have a greater tendency to have a longer lasting memory when it comes to emotionally charged events. When you leave an emotional impact on your audience, your brand and your content will stay in your hearts and minds.
Its content becomes more shared
People love to share stories or things, especially when they make them feel good or bad. It's just human nature manifesting itself.
Influences purchasing decisions
According to one study, 31% of emotional-attractive ads were successful against 16% success of rational content-focused ads. Clearly, an emotional response to an ad can influence the intention to make a purchase.
Helps build customer loyalty and produce brand advocates
Another study showed that customers who have an emotional relationship with a brand have a 306% higher service life value and will probably recommend the company at a rate of 71%, rather than the average rate of 45%. That means that when customers are emotionally connected with you, they can reward you with your loyalty and even defense.
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Emotional marketing helps trafficless websites (or low)
If you own it a new site or a website with little traffic, the emotion can be a great ally to attract visitors and ensure that your site immediately connects with any potential customer you receive without wasting it as a user. It's what we call relevance!
Data shows that visitors spend an average of 15 seconds on a website. In addition, the survey shows that it takes about 50 milliseconds for a site visitor to form an initial impression of what he is seeing.
If your site is not relevant and is not reaching the right emotions, people will simply jump to the next page and your company or brand will fall into oblivion.
Relevance for an emotional connection
Relevantly extends beyond the destination page and covers the entire funnel, from the ad copy to your emails, blog articles and any other element that is part of your funnel.
Remember above all that your target audience is bombarded daily by a wide range of digital content. So the only way to get them to notice their ads, content, elements and be drawn to their funnel is to connect with them on an emotional level.
Think about it: Do you feel angry, frustrated or overwhelmed when you see content on your social network feed or in your email inbox that has everything to do with a sale?
There's no clear demonstration that the brand really understands what you're going through and how you're feeling. Instead, they want you to enter the details of your credit card and buy immediately.
Your potential customers feel that way too. People aren't robots. We feel things, we have experiences and we want to connect with brands as well as a list of resources and offers. When your landing page, ads, emails, and content connect with your customers at a deeper level, they will act faster.
You cannot perform effective A/B tests on a website with less than 300 conversions per month. But emotional marketing is one of the few things you can do in marketing without detailed testing. Experience the excitement to help if you have low traffic on the site.
Apple Emotional Marketing
Apple is the perfect example of a company that uses emotional marketing to create a connection with consumers and brand loyalty over time. Apple's branding strategy uses simplicity, a clean design, offers high quality products and, more importantly, the desire to become part of a lifestyle movement.
This well-crafted desire appeals to our more basic emotional need: to be part of something greater than ourselves. For many consumers, especially in Brazil, having an iPhone or Macbook is a sign of status. Even if you practice the highest prices on the market, Apple does not measure efforts and invests heavily in marketing to attract consumers, making them feel special and privileged to prefer the apple brand.
Apple recognizes that we are social animals and we want to be part of some kind of revolution, part of the newest cutting-edge technology, part of something important. And Steve Jobs, the founder of the company, was the one who best applied the tactics of emotional marketing.
Instead of sending press releases, he created events to reveal new Apple products, promoting a sense of mystery and allowing brand users to feel part of something big, important and revolutionary. Even after Jobs' death, his successor Tim Cook, continues to use emotion as a key to presenting the company's coveted portfolio.
Coca Cola is pure emotional marketing
Apple may be powerful, but the company that stands out most when it comes to using emotional marketing is Coca-Cola.
The brand knows that its audience is very broad, so it uses the strategy as a way to reach the maximum number of people.
Over the years and even with technological evolution, the company has never left out of its marketing the feeling to arouse different emotions. Coca-Cola usually bet on the emotions involving families, reunions, joy, friendship, fraternization on commemorative dates, etc.
In addition, the brand always seeks to show that it cares for its audience, always putting itself in happy situations or even in sad situations, but offering a positive turnaround and outcome in which it is present.
The most recent example was the action that the brand idealized during the pandemic. To be present at such a difficult time for humanity, Coca-Cola developed a campaign that enabled customers to order custom soda cans.
The idea, with emotion, was to allow people to create limited-edition cans, decorated with diverse messages and send them to loved ones. The campaign went viral, and people's names even appeared in place of the brand logo, showing the customer the degree of its importance.
Conclusion
Although emotional marketing seems to be complicated, it shouldn't be difficult for marketers and businesses to take advantage of. We're all human anyway, so we all feel emotions and we can be influenced somehow by the most diverse emotional triggers.
The next time you're planning your site or creating content, think about how you can harness the emotion to build a more powerful message.
The main intention is to generate engagement, so don't be afraid to get some things right that didn't work out. Testing and not giving up is the key word in digital marketing. Keep true to your brand’s promise to make the connection authentic and make sure your message is sincere.
