These days, consumers are a lot better educated than during other periods, and they have all the tools necessary to research things that they don’t already know. They’re also constantly seeing ads, which means companies have to stand out in today’s busy marketing world.
The best way to do this is by tapping into one of the key components of a consumer’s attention span when it comes to making purchasing decisions: their emotions.
This is where emotional marketing comes in, which refers to advertising, marketing, and promotional efforts that primarily utilize emotion to make the target audience notice and remember products and make purchases. Emotional marketing efforts usually focus on a single emotion– such as happiness, fear, sadness, or anger– to elicit a response from the consumers.
Depending on the company’s product, target audience, or even industry, it’s not always easy to target the general emotion of happiness.
That means just like with all the other marketing efforts and goals, the business has to dig deep and precisely define the feeling that it’s aiming to generate within consumers when creating a promotional campaign.
This detail will influence all of the other details regarding the marketing campaign-from the messages and copywriting to the graphics choices, media, and more.
When it comes to marketing campaigns, emotional marketing is meant to make positive first impressions with consumers. Since first impressions generally form in the first few seconds of an interaction, eliciting an emotional response from the consumers from the very beginning is what helps a brand stick in the consumers’ minds. This type of marketing also helps people make purchasing decisions and arrive at those decisions faster.
Although this might seem relatively simple, colors hold a lot more influence over emotions than most people think. Because color and emotion are so closely tied together, especially in terms of color psychology, businesses should be utilizing the right colors to elicit the right emotional responses from their consumers.
For example, everyone knows that Coca-Cola is connected to the color red, while Starbucks is green. By identifying the business with a certain color, consumers will have an easier time connecting with the business and recognizing it when they spot it on different platforms.
Stories are almost guaranteed ways to connect a target audience to a business. Whether that means through the sadness of a story or its passion, anger, or excitement, different stories help consumers connect with a company, relate to it, and share it with others, regardless of what the target audience is generally interested in.
When a story is able to elicit an emotional response from consumers, they’re a lot more likely to remember that story and the feeling they felt when experiencing the story, whether that means reading it or watching it in video format. That’s why content marketing is so frequently mentioned when it comes to plenty of different marketing and promotional efforts for businesses. The act of storytelling and illiciting emotional reactions makes purchasing decisions for consumers a lot easier.