Emotional Marketing: Buying 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.
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
