If you’ve ever watched a heartwarming commercial (think: Always’ #LikeAGirl or Proctor & Gamble’s Thank You Mom campaign that aired before the 2014 Olympics), you’ve experienced first-hand how moving emotional marketing can be.
These ads aren’t just created to pluck an emotional chord, researchers found that they significantly drive sales. In fact, a study found that 70% of consumers that watched an advertisement that created an intense emotional response were very likely to purchase the product.
When surveyed, a massive 85% of consumers indicated that brands are not effectively creating an emotional bond with customers. So for brands looking to elevate their marketing strategies and reinforce their connection with consumers, the answer is simple: it’s time to tap into the power of emotional marketing.
What Is Emotional Marketing?
Emotional marketing, as the name suggests, refers to marketing efforts driven by emotion. Ultimately, the goal is to encourage consumers to take action or engage with the brand (by noticing, remembering, purchasing, or sharing) because the marketing techniques utilized evoke a feeling.
Typically, this form of marketing will hone in on one specific emotion such as joy, anger, sadness, or fear. Emotional marketing seeks to elicit a consumer response that is driven by feeling rather than logic.
However, it’s important to note that feelings are more complicated than simple labels suggest. For instance, there’s a variety of different sub-facets of happiness. The emotion of joy encompasses delight, fulfillment, contentment—the list can go on and on. That’s why marketers should specify the exact feeling they’re targeting when crafting emotional marketing campaigns.
Is Emotional Marketing Effective?
Did you know that subconscious factors determine 95% of consumers’ purchase decisions? The largest of these is emotion. So, if you can successfully promote your consumer to form an emotional connection to your brand, you’re more likely to turn them into a customer.
Take luxury fashion, for example. While a luxury leather handbag isn’t inherently more valuable than another non-label bag manufactured with the same leather, the value placed on the luxury name can entice consumers to spend more. In addition, people often associate luxury items with wealth, which targets feelings of status and self-worth.
In addition, emotional marketing is an excellent way to ensure that your consumers will stay local to your brand. For example, during the COVID-19 pandemic, 75% of Americans changed brands. However, if your brand can successfully form an emotional connection with consumers, they’re more likely to stick around.
A survey of 9,000 customers revealed that 82% with high emotional engagement would always purchase the brand they’re loyal to when they’re in the market. This is a significantly higher number than 38% of consumers with low emotional engagement.
You can ultimately find that those consumers will advocate for your brand. Consumers that have an emotional relationship with a company will likely recommend the brand at a rate of 71%. The average rate, by comparison, is 45%.
Why Is It Effective?
Emotional marketing asks brands to consider something beyond what functions their products serve. Instead, this facet of marketing focuses on how their products—and advertising or campaigns—make consumers feel. That’s just one of the reasons why emotional marketing is considered to be highly effective.
The essence of emotional marketing is tapping into something that comes intrinsically to humans: feeling. It can also help your brand create a dynamic first impression. Consider this: what’s more memorable than an experience, advertisement, or post that evokes emotion?
Because people make purchasing decisions with their hearts, emotional marketing makes sense. Figure out which emotions motivate your customers, and develop a marketing campaign that considers this.
Our Creative Agency Can Help Your Brand Reach Its Full Potential With Emotional Marketing
At Inspira, we’re passionate about helping your brand reach its full potential. Reach out today to learn more about how Inspira can give your company the tools it needs to level up with emotional marketing.
SOURCES:
Our Epic Battle #LikeAGirl | Always
Thank You Mom | P&G Commercial (Sochi 2014 Olympic Winter Games)
McKinsey: 75% of Americans have changed brands during the pandemic | ZDNet
The Ultimate Guide to Emotional Marketing | Hubspot
12 Emotional Marketing Statistics & Trends for 2021 | Folajomi Ballo
How Emotions Influence What We Buy | Psychology Today
Why Emotional Branding Should Be a Part of Every Business Degree | Walden University