Emotional Marketing: What You Need to Know
Why do we now “love” Facebook posts instead of simply “liking” them? Why do we shop when we’re full of negative emotions? Is it that we want to feel positive emotions? For instance, A recent report reveals there are 27 distinct categories of human emotion within a semantic space, while emotional marketing peaks at an all-new high.
On average, a visitor who develops an emotional bond with a brand is 8 times more likely to become a customer. What this suggests is that brand identity must also have an emotional appeal.
The limbic system, otherwise known as ‘the emotional brain’, is accountable for human instinct and disposition. It highly impacts purchasing decisions. Consumer behavior is largely interdependent on emotion. This is because the average human processes a sensory input up to five times faster than the cognitive brain.
We react with emotion much faster than we do with rationality. Psychology Today reports that “a brand has power in the marketplace because it creates an emotional connection to the customer“.
Here, we discuss four primary forms of emotional marketing that can add to your brand personality, which you can utilize to drive an emotional response that will build brand loyalty, amplify engagement and grow your potential customers.
Along with some emotional marketing examples, we will also provide solid emotional marketing strategies for you to use.
At the end, we will also discuss why you should use an emotional branding agency.
Table of contents
1. Why is the art of storytelling important?
Whether in the form of premium web content, a newsletter, press release, blog, or video, storytelling is imperative.
Storytelling is the core foundation for any successful ad. It’s what makes an audience scream, cry, laugh, or just, smile.
Utilize a personalized piece of content to add personality to your brand. Use it to share an experience and most importantly, to build an emotional connection between your brand and each viewer. Leading by example, Hong Kong Tatler unveils ‘Breitling Presents Sean Lee-Davis: What Makes a Man Stylish?‘, an interview well-suited to the publication’s target audience.
Through effective storytelling, an audience is enabled to feel as if they’re part of the same journey.
Express who you are, what your company values, and how you provide benefit through your product or service.
2. Why should you take note of short film meets commercial?
Firstly, to meet the significant shift in audience behavior, commercials are fast employing targeted formats. What are the results? The stronger the emotion is, the greater the engagement will be and in turn, the higher the virality.
A popular example of this is short film commercials. Secondly, the underlying purpose of these videos is to sell. A viewer is drawn to the visual journey – not the product.
Short film commercials engage wider audiences through storytelling. This newer form of video marketing heavily caters to human emotion, and it all depends on the genre you choose. We will show you a video from Princess Cruises. They unveil a provocative insight into traveling. Lastly, As you can imagine, this strongly appeals to one of the highest video-wise emotions: amusement. And the genre? Adventure.
3. Is branding a lifestyle?
Perfectly written by Peter Noel Murray, “a brand is nothing more than a mental representation of a product in the consumer’s mind“.
Owning an Apple or Samsung device, you’re most likely to identify as a separate user. Why? Let’s think about this? What are both brands selling? They sell you a lifestyle.
If a viewer can envision interacting with your products, they can envision living the same lifestyle that you advertise. How? Personality, which brings us to…
4. Does a product have a personality?
Firstly, As Forbes explains, “authenticity is crucial to continued loyalty from fickle audiences“. What you are doing here is showing how you are. By doing this you will attain higher engagement rates, ROI for your marketing strategy.
Luxury fashion label Chanel executes emotional marketing from all angles. They create stunning stories for each of their collections. What else does Chanel do? Chanel invites you to witness the journey. Recently, Chanel presented the new Mademoiselle Privé at an exhibition opening in Hong Kong.
The leading brand shared this exciting event through a visually-striking, two-minute video on YouTube, which documented everything from the red carpet to a special musical guest appearance from Pharell Williams.
Lastly, when it comes to emotional marketing – it’s not enough to state who your brand is, you need to show your audience.
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Emotion is a powerful force in the business world. It is effective in many ways because it may persuade individuals to act and affect their decisions.
As a result, it has shown to be a successful marketing method for motivating individuals to do specified activities and achieve company goals.
Emotional marketing is the purposeful use of persuasive messages that appeal to human emotions in order to establish a strong connection with the audience and achieve the intended result.
It frequently appeals to a single feeling.
Fear, wrath, joy, or any other human emotion powerful enough to affect decision-making or compel action can be considered.
At First Page, we offer some of the hottest emotional marketing copywriting services in APAC. We invite you to review our premium content services.
We are happy to have an obligation-free chat if you’d like to discover how emotional marketing can benefit your business.