What is Emotional Marketing? Definition of Emotional Marketing, Emotional Marketing Meaning and Concept
The marketing emotional discipline whose strategies is that selling a product or service that are focused on connecting with the public communication level.
In other words, emotional marketing is the part of marketing that raises strategies that try to achieve an affective bond with a type of message that penetrates your subconscious, awakening your feelings. Thus appealing to the more human side.
This discipline intends that the communication established between the company and the client is bidirectional. In other words, public participation gains strength. This is due to the customer's ability to make the decision when he wants to purchase a product or service.
The potential consumer follows their emotions to evaluate said product or service: they can comment on social networks, give likes, have their own community of followers... Companies also take advantage of the opportunity that technology offers them by being able to establish customer service channels on the different social platforms.
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Characteristics of emotional marketing
Here are the main characteristics of emotional marketing:
- It has more impact by awakening diverse feelings in our psyche. They cause a long-lasting effect and a high degree of empathy.
- They awaken a great interaction in the different digital communication channels.
- They improve the image of the brand.Working the emotional part is a plus for any business.
- The bond with the client is strengthened. Also your satisfaction, it goes to a higher degree as there are emotional implications.
- The message penetrates deeper into the client and lasts longer. You can repeat the purchase. These options mean a greater possibility of generating more sales.
Emotional marketing requires content and valuable messages that make a difference, that make us live experiences with your products or services. Through them we express feelings that lead us to make decisions.
The importance of telling stories with a great human component
True stories have a great human component, they tend to hook and are often used by brands to develop their sales campaigns.
Against this background, companies, brands or individuals are forced to design coherent and social marketing strategies that strike a chord with the customer so that they respond in the form of a purchase.
Sales actions that know how to make you fall in love through emotions (joy, sadness, compassion, nostalgia...). In this way, the user will be able to identify himself with the brand. Emotions move the world and you have to take advantage of this circumstance.
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Examples of emotional marketing
We have a few examples of emotional marketing, but perhaps the best known occur at Christmas.
Every year, with the arrival of December, the television advertisement for the Christmas lottery in Spain awakens in users mixed feelings that emerge in their minds: affection, sadness, compassion, surprise, joy...