The Psychology Of Emotional Marketing: Understanding Your Audience’s Motivation

Marketing strategies used to be all about flashy ads, loud promotions, and exaggerated claims. But, nowadays, it is seen that people tend to make decisions based on their emotions rather than being attracted by promotions or ads. Thus, in today’s ultra-connected and ultra-competitive market, emotion has become a powerful tool to connect with the target audience, drive engagement, and foster loyalty.

If you are a budding marketer and want to engage your audience more, nothing is better than emotional marketing. Through emotional marketing, businesses are now able to tap into their customers’ subconscious and deeply personal

But how exactly does emotional marketing work?

Let’s explore and enter the realm of emotional marketing with the Gemius!

Touching Hearts: The Power of Emotional Marketing in Captivating Consumers

Before diving into the world of emotional marketing, let’s talk about

Why Is Emotion Important For Marketing?

When it comes to marketing, it’s easy to think of the numbers—likes, follows, comments, views, etc. But these numbers alone don’t tell the whole story. When it comes to reaching your target audience and growing your brand, the emotions of your target audience should not be underestimated.

A question to all of you:

A business or brand only talks about their products or services, while other brands make you laugh or cry while promoting their products or services. So, which one touches you more?

Obviously, most of your answers will be from the second brand!

Yes, it’s very true that most of the time, we as customers are more attracted to a brand where we feel that kind of emotional connection. According to a report by Psychology Today “functional magnetic resonance imaging (fMRI) shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts)”.

Emotions, such as happiness, sadness, joy, admiration, and even surprise, are powerful tools in marketing and can be used to tell a story that resonates with the customers.

Emotional appeal in marketing creates an instant connection with the audience.

People respond positively to stories, ideas, or visuals that evoke a sense of shared experience, which often translates into trust. This connection makes it easier to build brand loyalty and turn one-time customers into long-term fans.

Emotional appeal has been proven to increase conversions and revenue.

When consumers view an emotional message or feel an emotional connection to the brand, they are more likely to remember and share it with others.

And last but not least, emotion in marketing also encourages word-of-mouth marketing.

If a consumer feels emotionally invested in a company or brand, they will likely be much more willing to spread the word to their friends and family.

Thus, as marketers, why not try to arouse the appropriate emotions and leave an emotional impression to draw attention to your offering and increase sales?

What Is Emotional Marketing?

Emotional marketing is a type of marketing strategy that is centred around connecting with people’s feelings and emotions. By evoking an emotional response in the viewer, this form of marketing aims to draw them into an engaging relationship with the product or service being advertised.

The goal is to leave a lasting and meaningful impression on potential customers, helping them to remember the product or service long after viewing the advertisement.

Through using vivid visuals, storytelling techniques, and language, emotional marketing aims to stir up strong emotions in the audience that compel them to engage with the company or brand being advertised. Ultimately, it is an effective form of advertising that is highly successful at building brand loyalty and engagement.

To prove these points, we are going to give you some amazing examples of emotional marketing. Let’s take a look!

Some Powerful Emotional Marketing Examples

• Burger King’s Whopper Detour

For the launch of the new Burger King mobile app, the brand created a daring campaign called the “Whopper Detour.” The aim of this campaign was to bring the Whopper burger into the homes of those who couldn’t access the store. Burger King’s commercial for this campaign showed how much their product meant to people, inspiring emotion among viewers and making the brand stand out in their minds.

• Coca-Cola’s “Choose Happiness Campaign”

The Coca-Cola “Choose Happiness” campaign is the perfect example of emotional marketing at its finest. It was launched in 2018 with the objective of promoting an overall sense of joy and fulfilment for consumers. By connecting to customers’ emotions through a narrative about pursuing joy and the simple everyday pleasures of life, this campaign creates an inspirational and heartwarming message that speaks directly to consumers. Through this emotional marketing campaign, Coca-Cola tries to appeal to the emotion of joy and is able to engage and influence consumers, further expanding their brand’s reach.

• Lego: Rebuild the World

Lego’s “Rebuild the World” campaign had viewers in tears with its clever storytelling. By mixing live action and stop-motion animation, they created a poignant message of hope, demonstrating the power of Lego in rebuilding the world and sparking hope in their audience.

So, now do you feel the significance of emotional appeal in marketing? Hopefully yes!

Discovering Emotional Marketing Strategies

The power of emotion in marketing cannot be overlooked. Here are a few key ways to tap into this powerful resource in your marketing strategy:

Know Your Audience

As the first strategy for successful emotional marketing, knowing your audience is essential. When crafting messages for a targeted audience, take time to truly understand the individuals who will be reading them. Ask yourself: who is the ideal reader of this content? What motivates them? What are their fears, aspirations, and goals? Once you have established an understanding of who your target audience is, you will be better equipped to craft messages that they will respond to emotionally.

Use Of Colours For Branding

This might seem very simple, but colour is one of the most significant yet powerful tools for emotional branding. It is observed that different hues and shades evoke distinct emotional reactions, ranging from calming and inviting to bright and energetic. Moreover, the visual appearance of colours has been proven to create instant brand recognition and memorability.

Incorporate Storytelling

As humans, we have an innate appreciation for stories. By weaving a narrative into your marketing campaigns, you will have the opportunity to pull consumers into a compelling journey that speaks to their feelings.

Focus On Personalization

There is a direct correlation between emotion and personalised marketing strategies. Focusing on personalising your campaigns can evoke feelings of belonging and make the audience feel like a part of something special.

Stay Human

Connect with your customers in a human way, and you will have an easier time cultivating positive relationships. Humanise your campaigns and inject personality into the way you speak to customers, whether that’s via email, on your website, or in any other form of communication.

Thus, it can be said that using emotion as a part of marketing strategy is essential in creating relationships with customers!

Summing Up!

Understanding the psychology behind emotion is a powerful way to make sure your marketing messages connect with your target audience. Whether you are creating ads, videos, or other forms of content, the ability to understand and capitalise on the emotional state of your audience is the key to success.

If you are feeling confused about which marketing strategy will be best for you or feeling any kind of creative blockage, don’t forget to visit the Gemius’ Knowledge Center! 

Want your business or brand to stand out from such great competition? If yes, one click is what it’ll take!