El emotional marketing It is a form of digital advertising where the positioning of a product is sought through certain promotional strategies that link the customer's feelings.
emotional marketing
It is considered a strategy in which a brand or product is promoted using the emotions of users or future customers. It is sought through various ways to link the customer's needs with the brand or product.
The link must be directly related to the emotions of the person, who for Marketing purposes becomes a client, user or buyer. Advertising strategists use emotional marketing to get directly to what a person really feels and not what they really need.
Marketing relationships are maintained for a long time, each brand or product seeks a way to establish a relationship with customers in a world where the saturation of advertising on the networks is enormous. Likewise, many companies offer products in the same commercial branches and for advertisers it is a creative task to be able to position a product.
Today's new advertising campaigns are full of creativity, various digital marketing tools are used to try to get customers and not only that, but to get users to be loyal to a brand over time.
That's when emotional marketing comes into play. This strategy uses the customer's emotions, humanizing the brand and the product becomes part of the person's life. It also allows you to be part of the emotional environment of people.
It is a very interesting strategy that has given great results. Customers and users who identify with specific products defend them and are loyal to the brand for years.
The emotions
For many they are the sentimental energy system that moves society, they make the difference between the other living beings on the planet. Emotions are expressions and the gestures that are manifested on the face through body movements allow expressing a type of feeling.
Emotions according to some authors are categorized as: sadness, fear, surprise, joy, disgust, disgust and anger. However, other researchers and psychologists have expanded the menu of emotions, and have included emotions such as frustration, depression, nostalgia, among others, which can be a manifestation of people at a given time.
Based on all the knowledge related to emotions, advertising strategies are then applied where they can connect with customers. The products then focus on the emotions that a person may feel if they obtain a product or use a specific brand.
Customer needs and emotions
Knowing now what emotions represent in human beings, we can then identify how they come to be used in advertising campaigns and in turn achieve what is called Emotional Marketing.
Each company or company understands that the products are to cover a specific need, especially if it can influence those of an affective nature. For this reason, the batteries are directed towards an audience that needs a product, service or brand.
Marketing and advertising techniques allow a brand or product to know what type of digital marketing they should apply and where to direct it. The study allows knowing to whom the product is presented, in what form and under what conditions that allow captivating their feelings and emotions.
For example, we have many brands and products that have been leaders and have marked history related to advertising. The case of the Coca Cola brand is a example of emotional marketing where people do not doubt the quality of the drink and are loyal to the brand. When they arrive at an establishment they seek to acquire the product so they do not need to eat it.
However, we have the case of signs in emotional marketing as a basic and fundamental element. Messages like 'Straight to your heart', 'Remembering your emotions', 'Thinking of you', 'achieve your goals', are a way to reach a specific customer. This allows people to think ahead of time about what they feel they can achieve if they had that product or brand with them.
Emotional marketing establishes through various advertising tools to touch the thoughts and emotions of the customer. Detail the age group and gender, then direct your advertising towards the specific public, but taking into account the emotions of that type of target.
Features
It is not easy to build a space and occupy a place through a commercial brand, it requires time and special techniques where various marketing and positioning studies are carried out. The strategies are focused on a way to reach the hearts of future customers. Each brand or product has special characteristics that must be considered when positioning itself in the market.
However, emotional marketing has a series of characteristics that differentiate it from other advertising strategies related to digital marketing. It's all a matter of knowing how to deal with them and implement them in a product or brand. Let's see what those features are.
Humanize the brand
It is one of the keys to emotional marketing. It allows you to sell a product where others would have difficulty positioning it. Emotional marketing uses strategies based on business models where they focus on people, the humanization of the product and making it part of human sensations.
Among the most important strategies are the use of images, where the most important are the human qualities, they make it reach people directly.
Although it seems irrational, the commercial part is left aside and all sales strategies focus on the person, who manages to find out what that individual or woman would think if they had the product at their side, what they feel when they use it , the benefit of happiness that having him around brings, are ways to humanize the brand.
They tell a story
Most advertising strategies based on emotional marketing are based on the telling of a short story that tells something that stimulates the user's emotions. There are many stories in the world that can be told and that in turn can be directly or indirectly related to a product or brand.
The stories help to remember certain stages of childhood or better still an important stage of life. This helps to relate the brand to that story. The customer directly considers the importance of the product based on its link with that story and immediately relates it to their emotions.
In advertising and other audiovisual activities, storytelling is called Storytelling. It helps to achieve product positioning through well-crafted images and videos, where they tell stories of various kinds.
the lovemark
When the brand or product is linked to couple relationships or simply with women, a strategy called Lovemark is used. It is considered an element where all the feminine intimacies are detailed and it is linked to romanticism and sentimental relationships.
It is generally used to involve people who are in love or looking for a relationship. The approach is direct and related to the love part of a couple. The product allows to help consolidate the relationship and is used as one more element in the sentimental union.
sell experiences
Emotional marketing links stories related to adventures and romantic links, this is a good strategy that helps improve who a brand can target. This is often seen in advertising for credit cards, travel agencies, airlines, among others.
The interaction that is created allows the user to be aware of what may happen at the end of it. This allows the user to formulate internal questions, where he tries to relate his life to those stories.
emotional branding
The emotional marketing strategy is the final part of emotional branding, where it is considered a form of promotion from the root, that is, the product or brand is born from the beginning with tools and elements related to emotions.
Unlike digital marketing, it is a strategy of the moment which can be included in the entire commercial positioning of a brand. We invite you to learn more about the emotional branding where you can get more information about it.
Foundations of emotional marketing
To develop a strategy that allows you to directly reach the public by touching those emotions, emotional marketing is based on some bases that serve as support to achieve the objectives.
Costumer
The daily impact of advertising on the people and users who surf the Internet on a daily basis is enormous. The information is presented day by day in quantities where cv variety and the processes to achieve what is desired is very wide.
Saturation has become a habit, attracting the attention of a client is an important task. That's why experience, as the saying goes, makes a difference. In this case it is important that emotional marketing can develop strategies based on experience.
Through them emotions and sensations are perceived that help to make decisions. These are generally what digital marketing strategists look for to get a decision made by the customer after appreciating a product or brand.
Taking references from previous strategies helps in a high percentage to achieve the objectives related to positioning. Especially if that strategy has worked on other occasions. A part of emotional marketing strategies is constituted by the consumer-brand relationship.
The union and symbiosis that is formed at the moment of connecting these two factors determines the permanence of the product in the market. For this reason, the transmission of a message based on previous experiences is important. In the following article you will be able to know the Marketing strategies that encourage the growth of advertising and marketing.
Link
As we saw earlier, when the customer considers and relates to the product, the union between the two immediately begins to be established. This bond of affective type determines that both can feel viable experiences. That is, each takes advantage of mutual intentions.
Two-way communication allows consumers to consider themselves part of the brand. Some even take into account the opinions of customers, who seek product growth taking into account their needs.
When the brand positions its product and it reaches the customer, the connection that covers those user needs is immediately established. This may begin to feel various emotions to have the presence of the product after the purchase.
Content
It is part of the ceiling that allows emotional marketing to position a brand or product. It is one of the elements that, together with Storytelling, emotional branding help to give personality to everything related to the product.
Also called content marketing, it allows you to really understand what the customer wants. It understands their needs, managing to appear to be the type of target to whom the advertising will then be directed. We suggest you read the following article related to the market types
Advantages
When emotions are appealed to, evidently positive and very impressive results will be obtained. Touching The positive feelings of a person allows to believe in dreams and to consider future sentimental environments. That is why we will see below the advantages of this type of strategy.
high recommendations
If you get to where you want the brand or product to begin to be promoted by other people immediately, the recommendations arise spontaneously and sales begin to be felt. They will automatically be projected positively.
The reputation
The emotions of the buying clients allow to give relevance and ownership to a product, when it goes by word of mouth it means that the prestige is gained gradually, and people are more interested in knowing the brand and its environment.
stays in mind
When the sentimental part or some type of memory is touched, in this case we see how users are able to remember brands that they have been consuming throughout their lives, the bond of nostalgic emotion is created that helps to maintain through the weather.
create sympathy
Making a brand very nice to customers is what allows it to promote good intentions and emotional relationships. The use of colors, images, videos and stories that convince and move, allows the customer not only to enjoy a product or brand but also to feel the pleasure of having it.