Marketing has come a long way since the advent of social media and technology. While there have been many changes made in the way we advertise ourselves now compared to traditional advertising, some techniques are still the same. Emotional marketing campaigns are not an unknown concept in the digital marketing world we know today. It is still as effective as it was in the early 1950s and will continue to make an impact on human lives. To connect your audiences and engage them further, emotional marketing is a ploy that still works.
What is Emotional Marketing?
Emotional marketing is a strategy that brands employ to connect with their audience. The technique essentially uses a personal touch in their ads and campaigns to reach customers in a human way. Media channels and online platforms continue to use emotional marketing to give their potential clientele more access to their brand stories. Emotional marketing essentially tells a story that connects people to a company and its products. The selling point is what drives consumers to make purchasing decisions and the deeper it hits, the more loyal customers will show to a brand.
Although the concept has been around for quite some time, there are newer ways in which social media and technology have changed the way it is conducted. Emotional marketing has, therefore, never been simpler.
Why Brands Are Still Using This Technique
It is not surprising that brands are still using emotional ads to get their message across. Not only do they work effectively but they also elicit a response within people that leads them to take action. While this is the goal for all marketing strategies, it is what emotional ads and campaigns are mainly based on. A survey conducted by Trend Hunter Marketing found that out of 55 emotional marketing campaigns the average popularity scoring came to an 8/10.
Here are some reasons that have caused emotional marketing to work as effectively as it did more than ten years ago:
1. People Think with Their Feelings
It is true that as humans we do not think with our brains. Our emotions drive our actions and brands take advantage of this fact. This is why you see ads that talk about family, love, and illnesses because those tactics evoke human feelings which cannot be ignored.
2. First Impressions Matter
What makes a good first impression? Something that stands out? Or something that stays in your memory? These are the questions marketers ask themselves when they come up with advertisements and promotional posts. An ad that makes you laugh or cry leaves a lasting impression that compels you to take action.
3. Higher Conversion Rates
Studies have shown that emotional ads increase conversion rates. The Institute of Practitioners in Advertising conducted a survey which found that emotional content generated twice as much profit as ads when compared to rational content. This shows that our feelings are at the center of advertising and have the greatest effect on improving brand sales.
4. Aspirational Connections
Brands are using aspirational campaigns to tap into people’s dreams and desires. Whether someone wants to have financial security or have a lifestyle change, marketers will profit off of it. They consider this aspirational approach to understand a consumer’s needs and hopes and thus build a storyline to bring it to life. This leads to more long term relationships with consumers and more revenue.
5. Greater Authenticity
Disingenuous messages are not well received by any customer base. Emotional ads and campaigns are generally direct and align with company values, such as a social cause or a political statement. Where there is an authentic and deep message from a brand, there is also greater loyalty from consumers.
All businesses are aware that connecting their brand with human emotions is a good marketing strategy also company logo does great work in boosting your brand. This is why they focus on a range of emotions that can support what their business is offering and appeals to customers on a deeper and more meaningful level.