Emotional MarketingMonday, 14th December 2020
Guest Blog by Daniel Poll, Founder at Noramble
The world of marketing is huge these days. Unfortunately, it’s not going to get any easier for businesses in the near future as we’re now weeks away from 2021.
From print, social media and digital: branding and marketing are essential to any business, no matter what industry you’re in.
With this in mind, and so many businesses out there doing the same thing. It has never been more critical to define what you’re marketing to.
We don’t mean your target audience; we’re talking about something much more profound. Emotional Marketing.
WHAT IS EMOTIONAL MARKETING?
Emotional marketing is the use of persuasive messaging that taps into human emotions. This, in turn, forms a deep connection with a target audience to help reach the desired goal. Emotional marketing is a powerful force when used correctly. However, it’s no longer enough to market your features and benefits. Think about Rolex, the watch brand, Rolex doesn’t sell watches – it sells a status symbol. McDonald’s doesn’t sell burgers; it sells happiness.
These brands, understand their customer’s needs, dreams and desires and sells to those dreams.
WHY IS EMOTIONAL MARKETING SO EFFECTIVE?
There are many reasons why emotional marketing is effective:
IT MAKES YOU RELATABLE
People relate to emotions. Everyone has emotional needs, whether it be happiness, belonging or anger. If you know your customers and their personal needs, you can create an emotional link or bond with your brand and marketing.
IT HELPS INFLUENCE BUYING DECISIONS
Most of peoples buying habits are based upon emotion. 31% of ads with emotional pull succeeded versus the 16% success of ads that focused on rational content. With this in mind, it means that there is a huge potential to capture peoples heads and hearts.
IT BUILDS BRAND LOYALTY
As we know, people crave an emotional attachment. Once your brand gives people the emotion they need, they will latch onto it with an almighty force. They will tell everyone they know. Emotional marketing is the key to turning customers into loyal fans.