Emotion is a word that has been derived from the Old French word émouvoir, which clearly means to incite or stir up. No matter which gender, age group, and profession we belong to, emotions remain an integral part of our dispositions. Emotions play an important part in the decision-making behavior of individuals. Brands understand that pretty well and hence incorporate Emotional Marketing to get closer to their prospective customers. Why? Because people are driven by emotions as much as their ardent desire to be rational.
As per Motista’s study, customers who share an emotional relationship with a brand have a 306% higher lifetime value and will likely recommend the company at a rate of 71%, instead of their counterparts who would do the same at an average rate of 45%. Another study conducted by Harvard professor, Mr. Gerald Zaltman, states that 95% of our purchase decisions take place in the subconscious mind. As you might have known, the subconscious mind is stimulated by emotions which explains why we buy emotions and not commodities.
In today’s blog segment, Telloquent will discuss a bit about Emotional Marketing. So, continue reading below for extra information.
What makes Emotional Marketing so special?
There’s a reason why Emotional Marketing has gained prominence in the marketing world. From infamous food and beverage brands, like Coca-Cola, Heinz, and Cadbury to a high-end electronic brand, like Apple, emotions are what set them apart. They all use miscellaneous emotions, like happiness, anger, sadness, nostalgia, and so on to strike the right note. Allow us to tell you more about the silent power of Emotional Marketing by presenting some proven benefits of the same.
The primary reason why Emotional Marketing is incorporated by eminent brands in the first place is to polish the reputation of their brands. People remember those brands that they have an emotional connection with – there are people who still buy Frooti and Parle-G biscuits just because those products remind them of their precious childhood memories.
Another thing to mention would be the emotional ad that completely transformed the identity of Always, an American menstrual hygiene brand. Always’ #LikeAGirl campaign wanted to set the record straight that women can be achievers in various fields with no limitations by removing the ingrained gender stereotype that being a girl is all about being weak, silly, and self-conscious.
Active and Loyal Customers
Marketing that aims at making a difference automatically attracts the right set of customers. Dove, a US-based personal care brand came up with their Real Beauty Campaign that challenges societal standards of “beauty” to emphasize that every woman is beautiful in her own way. As per reports, the campaign resulted in great sales and a positive brand personality for Dove. So, what do we learn from Dove’s Real Beauty Campaign? It is that when you empathize with your target audience, you create a world of difference for them as well as your brand.
High-value Content
As said earlier, a majority of people are driven by emotions and not intellect. Emotional Content is more shareable and impressive across all age groups. Always’ #LikeAGirl video has currently 7 crore views only on YouTube because of its unique, interesting, and relatable concept.
Let “emotions” humanize your brand because a good brand is someone that understands its target audience and treats them as more than a means to earn profits. Acquire a near-perfect digital marketing roadmap for your brand from the best digital marketing agency in Bangalore. Our digital marketing services are 100% customized and go way beyond what’s written in the books. Connect with Telloquent’s support team today for further discussion.