Emotional Marketing: The Key To Success Lies In The Heart
Updated: Aug 29, 2019
Emotions are a powerful lever to be exploited to impress your customers. It's what's called emotional marketing ...
To what extent is emotional marketing moral? I confess that sometimes the dividing line between a successful emotional marketing strategy and a tacky campaign is subtle.
Because emotions are a powerful weapon in your arsenal to be exploited to impress your customers, it is equally true that playing with emotions is not always fair or right.
Welcome to the world of emotional marketing ...
What is emotional marketing
Vincent Van Gogh found the perfect definition of emotional marketing even before it was codified. We can add that in the world of web marketing , even in the face of potential customers and consumers who are increasingly aware and informed, the emotional component of the purchase still plays a fundamental role.
Let me explain immediately: we assume that the user already has everything he needs: why should he buy one of our products or services if he does not need it?
Simple: because he wants to own it. WANTS. And an emotional marketing campaign aims to stimulate this irrational desire in the consumer. Irrational but irresistible, because before the brain and the wallet, it comes from the heart.
95% of us "suffer" emotional marketing
Marketing is a discipline and as such, the numbers certify the effectiveness or otherwise of the techniques we use.
So, to show you why companies are increasingly resorting to emotional marketing, you just need to know that 95% of an individual's purchase decisions are based on irrational mechanisms, or on the same unconscious dynamics that make us associate certain emotions with a brand or product.
After all, it is evident: our emotions guide us in our daily lives and influence both important decisions (and of this we are aware) and those related to our consumption. How much? Much more than we believe.
The real strength of emotional marketing
How much is a photo or a video in emotional terms? More than a thousand words. Using videos with specific soundtracks or special images are the real strength of the most
successful campaigns (years ago, Benetton and Oliviero Toscani built several campaigns like this).
But what is the true strength of emotional marketing? It is not to induce a user to buy a product or a service, but to enter his heart with your brand. A sort of unconscious and powerful loyalty that has enormous value in terms of brand positioning .
This is also emotional marketing ...
I'll give you an example. A few years ago many social and humanitarian non-profit organizations advertised their activities on the web and on TV with very "strong" commercials that do not spare images of mutilated or undernourished children. Or children suffering from serious rare diseases, cared for by courageous parents (with unimaginable
courage) who leave their testimony in a few words, maybe even just a look or an expression.
All true. Raw but real. And I'm not here to tell you that the world should be all pink and flowers because now we all know that Santa Claus does not exist and that there are
tremendous injustices. How real and human are the reactions of those who close the internet page or change the channel on TV or who watch to the end with the lump in the throat? Very real I would imagine.
But is it right to use certain levers to promote your brand?
Let's say that touching the emotional strings is one thing, to exaggerate until you fall into cynicism is anything. And I do not refer so much to non-profit organizations as to some of the shock advertising that we happen to run into every now and then.
Emotional marketing is a very powerful promotional tool, so it should be used with caution and wisdom. You have to be able to touch the strings of the heart without
playing too much with the emotions of your customers.
Can you do it?