New Concept in Marketing: Emotional Marketing.
Marketing has always been a key currency in the success of any business, and an integral part of the strategy of any company that wants to achieve success and growth. Using a set of tools and techniques, this activity mainly aims to attract customers and increase sales based on a deep understanding of their desires and requirements, and the ability to analyze the market in order to develop effective strategies to meet their needs and maintain their loyalty to the brand. Over the years, with the increase in competition and the development of the commercial market, the techniques used have evolved dramatically, which has led to the emergence of new approaches such as emotional marketing.
The concept of emotional marketing
The consumer is exposed to a large number of advertisements and promotional messages daily, they can be boring and their effect ends quickly, but some of them leave a deep impact on our minds and motivate us to buy the product. This is what is known as emotional marketing or emotional marketing.
In short, emotional marketing is one of the modern marketing methods that focus on the use of emotions and feelings in order to increase the percentage of purchase of the advertised product, not to mention enhancing customer loyalty by building trust between the audience and the brand. Perhaps the most prominent example of this is the famous “Just Do It” slogan that Nike uses in its advertisements as a kind of motivation to challenge to achieve goals, and the “My Bold Dad” slogan used by Toyota to portray the positive feelings between a father and his daughter during their trip, or the “Coca-Cola” company logos, which often focus on friends, family and happiness, urging interaction and enjoying life.
What are its most important benefits?
In general, this type of marketing aims to exploit the psychological factor of the consumer in favor of the company and the product in attracting larger audiences, as its benefits are summarized in the following points:
1. Attracting customers’ attention and enhancing their brand loyalty
One of the most important keys to emotional marketing is understanding customers’ emotional aspirations and desires, and using this knowledge to design advertising messages that motivate them to interact with the offered product or service, make them feel more committed to it, and enable them to feel emotionally connected, which enhances their purchase potential. Moreover, it helps to enhance the relationship between customers and the brand by giving them a sense of belonging.
2. Great first impressions of the brand
Emotional marketing gives great first impressions to customers by motivating them to buy and finding emotional reasons that make them feel positive and belong to a product or service, which can greatly influence a company’s public image and help build a positive reputation and goodwill. Since first impressions play a big role in the long run in persuading customers to buy the product or service, emotional marketing helps achieve this goal effectively.
3. Improving customer experience
It is also an effective way to improve customer experience, as efforts are directed at evoking positive emotions and desires in customers, which will lead to an improvement in their experience. Customers feel satisfied, happy, belonging, and emotionally connected with the product or service, which makes them feel satisfied and loyal to the brand, and increases the likelihood of returning to buy again. It also contributes effectively to improving the product interface and making it more intuitive and streamlined in order to feel satisfied and comfortable when using the product or service.
4. Improve product design
This type of marketing can play an important role in improving the design of the product or service offered, as the focus is on customers’ needs and the emotions and feelings that motivate them to buy and use. For example, companies can use appropriate colors, shapes, and symbols to communicate customers’ feelings and create a positive emotional response. It can also motivate the design of new products and services that suit customers’ requirements and respond to their emotional needs. Moreover, this in turn leads to increased customer satisfaction and loyalty rates, thus achieving greater brand success.
Emotional Marketing Strategies: How to Create an Engaging Marketing Ad?
Emotional marketing of a specific product in an effective manner requires the combination of the following strategies:
- Determine your target audience
Before using any type of marketing or planning marketing campaigns, you should always start with knowing the audience that your advertising campaigns will be directed to. The target age group, gender, geographical location, social, cultural, professional background and other factors affecting audience interaction with marketing advertisements must be specified. It is also necessary to know the needs of the audience, what they are looking for, the issues that concern them, and what they expect from the product or service, in order to determine the strengths and weaknesses of the marketing campaign and design it in a way that meets the needs of the target audience. In short, it can be said that knowing the target audience is the basis for the success of any marketing campaign, so by identifying the audience and knowing its needs and desires, effective marketing messages can be formulated that speak to the target audience and achieve the desired goals.
- Associate the product with a specific story
Emotional marketing can be effective if the product is linked to a story that evokes emotions in the target audience. The story can include the story of a person who suffers from a specific problem and finds the solution in the product, or a story may be represented that reflects the values of the product such as love, friendship, hope, and others. An example of this is what Coca-Cola did in 2015 when it launched a marketing campaign titled “Share Coca-Cola”, which involved replacing the “Coca-Cola” logo on bottles with common personal names. This initiative allowed consumers to personalize their soft drink experience and feel a greater emotional connection with the brand. The campaign was a huge success in many countries and led to a huge increase in sales. In Australia, for example, sales increased by 7% in the six months following the launch of the campaign. This shows the importance of associating the product with a personal or emotional story for the consumer.
- Use attractive language
Using attractive language is an important component of creating an engaging emotional marketing ad. Attractive language is characterized by capturing the audience’s attention and arousing their interest, and conveying the message to be delivered in an exciting and influencing way on feelings and emotions. This is by using positive and encouraging phrases, resonant and inspiring words, metaphors and metaphors, poems and aphorisms, and other methods that attract attention and evoke a sense of belonging and emotional connection with the offered product or service such as an “unforgettable experience”, “amazing” or “imaginative” to attract Attention and excitement of potential customers. Notable examples include Nike’s “Just Do It” ad and Pepsi’s “Experience the Difference” ad.
- Use appropriate visual effects
Using appropriate visual effects is an important component of creating an engaging emotional teaser. These include the use of appropriate colours, attractive fonts, animations, beautiful images and interesting scenes. Colors, for example, have an effect that is less than described as terrible on feelings and emotions, attested by the psychology of colors. Coca-Cola, for example, uses the color red, which evokes energy, passion and well-being and is accompanied by images of happiness, gatherings and celebrations, thus linking the mark to happy moments. As for Starbucks, green is the iconic color of the brand, associated with nature, freshness and a friendly environment. The use of appropriate images, video clips or music also gives a distinctive effect. Images can be used to communicate a specific message or to highlight a specific feature of a product. For example, if you’re promoting a sneaker ad campaign, you might use photos of someone wearing shoes doing sports. Aesthetic images can also be used to attract attention and convey the message in an artistic and inspiring way. Music can also be used to enhance the overall atmosphere of the advertising campaign, such as using encouraging music to suggest enthusiasm and excitement, and video clips to show how the product is used or to display the product’s advantages in a visual and attractive way.
Conclusion
Emotional marketing is not just a marketing strategy, it is a way of life and a guiding philosophy for working and interacting with customers. Emotional marketing can be an important factor in building a brand, retaining existing customers and even constantly attracting new customers by creating sustainable relationships and promoting positive emotions, which is what makes it an essential element in achieving success in the business world.
