Emotional Marketing: Buying Emotions

Emotional Marketing: Buying Emotions
It is well known that most purchases are made on the basis of emotional arguments and the emotional connection between seller and consumer. The sale of products has developed over time and has different phases. From selling through inactivity in the years after World War II, to the creation of sales or commercial departments  and the creation of marketing strategies aimed at discovering the needs of the market so that they could be met. Today, because of the ease with which information can be made accessible, we notice another substantial change, where it is no longer products that are bought or sold, but rather experiences. We buy emotions.

Creating more interesting and emotionally intense experiences is therefore the challenge for today’s marketers.

What is Emotional Marketing?

Emotional marketing is a relatively new field of knowledge aimed at mobilizing feelings, values ​​and emotions with the aim of creating attitudes and actions that are favorable for a particular product. In other words, emotional marketing examines which emotions demand gratification and then offers products that provide exactly that gratification. And so we strive for a strategic position, a place in the mind of the customer or consumer, in order to emotionally win them over. Companies create expectations in people through experiences.

It was recently confirmed that in almost 99 percent of cases we buy a product as a result of an impulse, feeling or emotion behind which there is only limited logic. This is why there is emotional advertising, which plays with the creation of emotional motivation in the mind of the consumer. It is a means of communication through which brands distinguish themselves based on their emotional effects. To achieve this, a series of steps are followed, such as identifying consumer needs and desires, establishing a relationship between consumer interests and the concrete features of the product, and a communication strategy that enables is to position the product in such a way as to take advantage of it. Incidentally, no significant distinction is made here between the concrete and abstract effects of the product.

Virtually every product offers similar benefits. That is why the step has been taken towards the distribution of emotional advertising, with a particular emphasis on the values that can be associated with the inner wishes, desires and aspirations of potential consumers. The key, then, is to create emotional relationships.

The products of the future will appeal to our feelings and not so much to our thoughts, with which the company answers the question: I have a customer, how can I help him?

Consumers and emotions

In the study of individual behavior, both economists and scientists conclude that people are emotional beings, which companies in turn translate into the field of purchasing behaviour. And this is where the new discipline called Neuromarketing comes in. The discipline is based on the study of the brain and understanding of the unconscious pattern that governs the sales process. Experts argue that the consumer’s attention is captured through the creation of images that evoke emotions and not through rational arguments. So, the more intense the emotion elicited, the deeper the neurological connection will be in the consumer’s brain. It is not for nothing that the aim of brands and companies is to meet consumer expectations with products that respond to the feeling, which makes it necessary to know how the consumer thinks, what he feels and what experiences can be made. produced to fuel his dreams.

In other words, emotional marketing strategies state that to make an impression on the consumer, you must provide them with stimulating networks based on pleasure and well-being, accompanying the individual in special, unique moments and situations. The difference between one brand and another can therefore be found in feelings.

Images Courtesy of Guillermo Jauregui

Related Articles

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top button