Emotional marketing

economic-dictionary

Emotional marketing is that discipline whose sales strategies for a product or service are focused on connecting with the public at the communicational level.

In other words, emotional marketing is the part of marketing that raises strategies that try to achieve an affective bond with a type of message that penetrates your subconscious, awakening your feelings. Thus appealing to the more human side.

This discipline intends that the communication established between the company and the client is bidirectional. In other words, the participation of the public gains strength. This is due to the ability of the customer to make the decision when he wants to purchase a product or service.

The potential consumer follows their emotions to evaluate said product or service: they can comment on social networks, give likes, have their own community of followers ... Companies also take advantage of the opportunity that technology offers them by being able to establish customer service channels on the different social platforms.

Characteristics of emotional marketing

Here are the main characteristics of emotional marketing:

  • It has more impact by awakening diverse feelings in our psyche. They cause a long-lasting effect and a high degree of empathy.
  • They awaken a great interaction in the different digital communication channels.
  • They improve the image of the brand.Working the emotional part is a plus for any business.
  • The bond with the client is strengthened. Also your satisfaction, it goes to a higher degree as there are emotional implications.
  • The message penetrates deeper into the client and lasts longer. You can repeat the purchase. These options mean a greater possibility of generating more sales.

Emotional marketing requires valuable content and messages that make a difference, that make us live experiences with your products or services. Through them we express feelings that lead us to make decisions.

The importance of telling stories with a great human component

True stories have a great human component, they tend to hook and are often used by brands to develop their sales campaigns.

Faced with this scenario, companies, brands or individuals are forced to design coherent and social marketing strategies that strike a chord with the customer so that they respond in the form of a purchase.

Sales actions that know how to make you fall in love through emotions (joy, sadness, compassion, nostalgia ...). In this way, the user will be identified with the brand. Emotions move the world and you have to take advantage of this circumstance.

Examples of emotional marketing

Examples of emotional marketing we have a few, but perhaps the best known occur at Christmas.

Every year, with the arrival of December, the television advertisement for the Christmas lottery in Spain awakens in users mixed feelings that surface in their minds: affection, sadness, compassion, surprise, joy ...

Premiere of the 2018 Christmas Lottery announcement

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