The best marketing is that does not seem to be marketing.
We, humans, believe that we are rational and logical creatures. However, the truth is that we as human beings are slaves of emotions.
Slaves of feelings
While scientists often brag about the complexity of the human brain, the truth is that most of our emotions stem from a handful of basic emotions. The way we perceive happiness, sadness, fear, and anger determines how we make some of our more complex decisions.
No matter how much you want to think of yourself as a rational and logical person, even if you don’t notice that your feelings and emotions are the ones in the driving seat of your life, you will find that small decisions like, what to eat today, or what kind of movie you want to watch on Netflix, what outfit do you want to wear today, they can all be affected by the way you feel.
The truth is that most of your decisions are made based on how you feel and your emotions at the time. Psychologists have found that humans think later and feel first. When they experience sensory information, the emotional part of the brain can process information in one-fifth of the time it takes for the cognitive part.
Despite the significant advances we have made in science and technology, human emotions especially our unconsciousness will always be the core of our foundation. Marketing by attracting initial and genuine human emotions is essential and smart and pays off for brand owners.
Indeed, feelings and emotions play a role not only in our subconscious but also in shaping our conscious thoughts about corporate brands, products, and services.
Why should we as marketers focus on feelings?
Emotions affect brand loyalty. Harvard Business Review mentioned that a positive emotional bond with a company is more important to consumers than customer satisfaction, thus the concept of emotional marketing emerged.
Emotional Marketing is simply the ability to communicate strongly through the use of different techniques that evoke feelings. Emotional marketing strategy developers can focus on various issues to convey an emotional marketing message.
With consumers increasingly making purchase decisions motivated by feelings and emotions rather than logic, emotional marketing has created meaningful relationships between the brand and consumers.
This relationship leads to the emergence of brand fans and a base, replacing the Loyalty Marketing approach that has prevailed in the past years. Emotional marketing tells the story of how people connect with brands in a personal and human way.
Since consumers tend to choose brands based on emotions rather than logic, the better the emotional intelligence of the brand, the better for ROI.
Emotional marketing, if done properly, helps marketers and brand owners differentiate and compete in this changing and challenging environment, optimize brand values, interests and passion, bringing passion and focus to a corporate entity, and transforming unusual loyal consumers into lovers for brands.
The emergence and spread of modern channels, platforms, and communications ensures consumers greater access to brand stories, and marketers have more ways to convey brand identity and vision, making emotional marketing simpler.
The power of emotions in emotional marketing
Emotional online marketing strategies help businesses build their brands, and marketing and advertising companies can work harder to develop stronger connections between businesses and their customers to make an impact on the brand’s audience. However, if you want to have the right impact on your audience, you’ll need to make sure that your campaign feels confident and honest.
For example, in the world of online marketing, we find that:
Happiness = More shares
Happiness may compel us to share our experiences with our friends and loved ones. When it comes to understanding the emotional appeal of marketing, scientists have found that positive emotions are more likely to convince us to share our friends’ brand story in an ad or business article, re-share it and tweet it, than negative ones. This means that marketers have a great opportunity to improve their brand reach by simply highlighting positive news, or using words that attract the “happy” part of the brain through the brand’s social media pages.
Sadness = More clicks
Sadness has an undeniable intrigue. Search results show that words with negative connotations generally lead to a higher clickthrough rate. In fact, a study found out that words like “worse” compared to positive words like “best” were significantly more attractive. Negative words achieved a 63% higher click rate compared to their positive counterparts.
Finally, remember that the emotional relationship with consumers is the secret of a great marketing strategy, and the significant financial gains of brands, and turn customers into fans and lovers.