There are many types of marketing to attract the hearts of the audience. One of the most frequently used by marketers is emotional marketing.
The reason why this strategy is popular among marketers is because of its ability to harness the emotions of the audience to buy the product.
Not only that, emotional marketing is also able to make the audience feel closer and connected to the brand.
In this article, Glints will explain why emotional marketing are very effective in attracting more loyal customers. Come on, read the full explanation!
What is Emotional Marketing?
Emotional marketing is a marketing and advertising effort that uses emotions to make audiences pay more attention, remember, and make purchases.
According to HubSpot, emotional marketing usually takes advantage of emotions such as happiness, sadness, anger, or even fear.
Every human being has emotions. In fact, emotions have become a strong part of every human being.
Emotions can also influence the decision-making process and encourage a person to take an action.
That is why, this marketing is effective in making the audience feel more touch with the brand until they finally decide to buy the product.
In addition, according Nielsen study also stated that advertisements that can touch the emotions of the audience have an impact on increasing sales by up to 23%.
So, emotional marketing has indeed proven to be a powerful strategy to increase conversions.
Then, why is this strategy so effective? You can read the explanation below.
Reasons for Effective Emotional Marketing
Here are a few reasons why emotional marketing is a strategy that every marketer:
1. Easier to remember
According to Spiralytics, when people experience an event that evokes emotion, it is easier for people to remember the event.
For example, when an ad can make the audience happy or even sad, of course the ad will be very memorable and easy to remember.
In addition to advertising, the brand will also be attached to the audience’s head. So, this strategy can also be used to increase the brand awareness.
There are many ways you can do to increase brand awareness. Glints has prepared an article that you can read by clicking the button below!
Social media has become a part of many people’s lives. There they share about many things, especially when they are feeling a certain emotion.
By taking advantage of this, emotional marketing can be more effective. The reason is, content that is able to make the audience feel an emotion will be shared more often.
When your content is shared a lot, of course brand will be more easily recognized and remembered by more people.
3. Influencing buyer decisions
Before buying something, of course, the audience will think for a moment before deciding which product from the brand to buy.
Well, with emotional marketing , it seems that it can influence purchasing decisions by customers.
For example, there are products with the same price and quality, of course customers will buy products that have an emotional bond with them.
4. Inspire action
ad content powerful is capable of inspiring customers to take action. This can be done if you prepare an ad that can arouse emotions from the audience.
For example, a brand creates campaign about the importance of protecting the natural habitat of animals. And, how the audience can provide assistance to the poor animal.
Surely the audience who likes animals will be moved and help. In addition, it will also inspire other animal lovers to find ways to be more involved with campaign being carried out.
5. Building loyalty
In a study conducted by Motista, it is known that customers who have an emotional connection with the brand will be more loyal and often recommend it to others.
Customer loyalty is certainly very much needed for business. Because loyal customers will provide greater benefits for the company.
So that customers can be more loyal it takes a lot of effort. One of them is by implementing a loyalty program.
Curious about how to create loyalty program an effectiveCome on, read the article below!
Tips for Preparing an Emotional Marketing Strategy
Launching Indeed, here are some tips for preparing an emotional marketing must understand marketers:
1. Get to know the audience
The first thing to do before starting to implement an emotional marketing is to do customer research.
Find out what messages can make customers feel connected to the brand.
In addition, find out what are examples of emotions that easily remind customers of the brand. Whether it be, happiness, fear, or sadness.
2. Look for things that can inspire you.
One of the keys to success in implementing emotional marketing is to bring up a theme that inspires your audience.
Brands can start researching and commit to a cause that inspires customers. For example, campaigns to protect the environment or fight for social issues.
3. Using location
When companies create campaigns for local events or create content featuring locations, it seems to be able to evoke emotional feelings from customers. Especially those who live in the area.
Those who have lived in that location will easily feel connected to the brand through the content created.
Therefore, prepare content that displays a specific location if the brand wants to target residents around the area.
4. Create an interesting narrative
Ads with a good narrative will certainly be more memorable for customers. Create a narrative that customers can relate to to make it easier to arouse their emotions.
Not a few audiences have a good first impression on the brand because the narrative is conveyed well.
Therefore, to make brands easier to remember, it is better to create ad content with narratives that can make the audience connect.
5. Use color
Color apparently can create an emotional response in humans. That’s why marketers can use color as an effort to attract an audience.
The choice of colors for the content design that will be used needs to be considered. The reason is, each color can create a different impression.
For example, the color red can evoke strong feelings such as love and passion. Meanwhile, green is often associated with balance.
That’s an explanation of emotional marketing starting from understanding, the reasons why the strategy is so effective, to tips if you want to implement it.
What are the Benefits of Using Emotional Marketing?
Many psychologists have shown that the power of emotions greatly influences a person in making decisions.
You know, that the decisions of potential customers will greatly affect business continuity? Well, this is where the importance of implementing emotional marketing is.
A number of psychological studies also show that to achieve marketing goals, business people at least understand how customers make decisions based on the amount of stimulus given.
There are two systems that break down customer behavior in deciding something, namely the fast system and the slow system.
The fast system is a way of making decisions made by customers that are intuitive, impulsive, and perceptive.
Decisions made in this system occur subconsciously, aka people who make decisions with this system are not fully aware.
Then there is the slow system. This slow system is rational and analytical. Simply put, people who make decisions with this system need to go through several considerations before finally deciding to take an action. This mindset is used exclusively by the human brain.
Well, these systems will then produce the impression of being emotionally involved and ultimately lead to a reaction to certain things.
These systems are very helpful in decision making. Therefore, emotional marketing is needed as a marketing strategy.
So, overall, the benefit of emotional marketing is that it can help you influence your audience in making decisions. An example of effective emotional marketing is that you create an ad that can touch the hearts of the audience.
From there, the audience will feel curious and start exploring what products you sell. If you have reached that stage, customers may decide to buy your product, you know.
In addition, a campaign using emotional marketing can also make your product look different from other products. Because, with emotional marketing you can make customers focus on how they feel when they see your campaign.
How to Apply Emotional Marketing?
You already know the benefits of emotional marketing, right? Now, let’s find out how to apply an emotional connection marketing strategy!
Inspirational Content
It is undeniable that many people in this world need inspiration to start something. Well, if you want to apply emotional marketing, you can create marketing content that can inspire the audience who sees it.
One example of emotional content is content that involves famous figures as advertising stars. Because public figures are inspirational figures for some people, you can provide inspirational emotional marketing through these figures.
Expressing Love and Affection
To be able to apply emotional marketing, you need to humanize the brand. In other words, you need to form a brand that can make someone’s life better. To apply this method to emotional marketing, the promotional content that you create must be able to follow examples of strong emotional appeal advertisements. Emotional appeal is an advertisement display capable of draining the emotions of the audience
Full of Aspirations
Emotional marketing is not a form of direct marketing. An example of direct marketing is a marketing strategy that is carried out by communicating directly verbally with consumers. Well, if emotional marketing is more about communicating with customers through emotional bonds.
One way to apply emotional marketing is to introduce a brand with aspirational content and be able to encourage the audience to generate positive reactions to their dreams.
Emotional Marketing Tips for Business Continuity The
main tips for being able to create emotional marketing is to understand basic human psychology, especially your target market. You can apply emotional marketing by determining which emotions you want to trigger from your customers. There are 5 basic emotions that you can use as references to create emotional appeal, namely feelings of disgust, fear, joy, sadness, and anger.
Of the five emotions, you can determine which emotion you want to trigger in your audience’s feelings. By provoking these emotions, you can achieve your marketing goals.
Good Feelings to Trigger Audiences Sharing with Others
One example of successful emotional branding is when people are excited to see your campaign and they share it with others. The pleasure you bring to the customer’s emotions can also indicate that they are satisfied with what you do.
Sad Content Will Trigger People to Click
Even though the emotions generated are negative emotions, in fact sad content marketing can attract people’s attention. In addition, sad content is also part of empathy marketing. The ability of empathy marketing is to be able to invite so that the attention of the audience will be easily obtained.
Fear Can Create Urgency
Emotional marketing is usually conveyed in public service advertisements. Content that causes fear is also not uncommon to quickly go viral, you know. If you want to apply this method, you should not overdo it, OK? Because, if you create a campaign that is too controversial, your brand reputation may be threatened.
Disgusting Content Marketing Can Get Lots of Comments
Induced feelings like anger and disgust are actually a bit difficult to trigger, because you have to get the message right. Emotional marketing is also rarely done by brands, because it is too risky.
That’s all about emotional marketing that you need to know. The media you use to use a marketing strategy like this can vary.
You can advertise on various digital platforms with the concept of emotional marketing, or you can also use email marketing for a more personal approach. What’s important, you need to apply everything in accordance with their respective portions. Do not be too little or too much.