The power of emotional marketing
Posted: Thu Dec 05, 2024 5:39 am
The power of emotional marketing
Table of contents
The power of emotional marketing
Discover the power of Emotional Marketing
The question is: "How do you get to the heart of emotional marketing?"
Happiness = More shares
Sadness: More clicks
Creating your campaigns using emotional marketing: What emotions work?
1. Happiness
2. Sadness
3. Fear/surprise
4. Anger/disgust
Finding emotional appeal in marketing
1. The color
2. Content
3. Behavior
Tips for your emotional marketing strategy
1. Create a sense of urgency
2. Build trust through user-generated content
3. Surprise and delight your audience
4. Consider nostalgia
Transform your business with DIGIOFI
Discover the power of Emotional Marketing
As much as you like to consider yourself a rational and logical person, human beings are slaves to emotions.
No matter how many pros and cons lists you make, or how many times you tell yourself you’ll “sleep on it,” the truth is that most of your decisions are made based on how you feel at the moment. Psychologists have found that humans think second and feel first. When faced with sensory input, the emotional part of our brain can process the information in one-fifth the time it takes the cognitive part.
Emotional marketing tells a story that connects audiences with brands in a personal and human way. The emergence of new communication channels, devices and platforms ensures that people have wide access to brand stories. In addition, companies now have a wealth of ways to convey their identity and vision, which makes emotional marketing much simpler.
When used correctly, emotional marketing strategies help businesses differentiate themselves in a tough environment, bringing passion and focus to a corporate entity. However, if you want to have the right impact on your audience, you’ll need to make sure your campaign feels authentic and honest.
The question is: “How do you get to the heart of emotional marketing?”
Getting to the heart of advertising: What is emotional marketing?
Before we start offering ideas for your emotional marketing campaigns, let’s start with a quick overview of what this term actually means. The role our feelings play in our decisions is something that marketers today can’t afford to ignore. In a fast-paced world, organizations must ensure that they appeal to the primary wants and needs of their buyers.
In a study at the University of Southern California, researchers found that people with poor performance in the emotional region of their brains were able to think critically but unable to make decisions because they didn't understand how they felt about their options.
Although scientists often boast about how complex the human brain is, the truth is that most of our modern emotions come from a handful of basic feelings. How we perceive happiness, sadness, fear, and anger determine how we make some of our most complicated decisions. For example, in the world of marketing,
Happiness = More shares
When it comes to understanding emotional appeal in marketing, scientists have found that positive emotions are more likely to convince us to share, repost, and link to our friends than negative feelings. This means that marketers can improve their brand reach simply by highlighting positive news or using words that appeal to the “happy” part of the brain.
Sadness: More clicks
While happiness may compel us to share our experiences with our friends and loved ones, sadness has an undeniable intrigue. Research shows that words with negative connotations tend to have a higher click-through rate. In fact, an Outbrain study found that negative superlatives, such as “worst” or “never,” performed 30% more than a non-superlative headline in grabbing attention. What’s more, positive superlatives like “best” were significantly less engaging. Negative words had 63% more clicks than their positive counterparts.
Creating your campaigns using emotional marketing: What emotions work?
So, how can you make sure you're building your emotional marketing strategies around the right feelings? If not, it's time to contact us , at DIGIOFI | Digital Marketing Agency, we can help you achieve your goals.
If you open a dictionary you will find literally hundreds of words that describe the different emotions we experience every day. Surprise, excitement, apathy, overwhelm. How do all those different things come together in a definition of emotional marketing that conveys a message?
Well, it may be simpler than you think. In 2014, the Institute of Neuroscience and Psychology found that all human emotions are based on four feelings: happiness, sadness, fear/surprise, and anger/disgust. With those four options in mind, let's take a look at how you can use emotional power in marketing:
1. Happiness
Every business wants their brands to be associated with happy, smiling customers, right? Positivity has the ability to increase engagement and shares. In fact, a 2010 study of the most shared articles in the New York Times found that emotional articles were the most shared, with positive posts receiving more attention than negative ones.
2. Sadness
So if every brand wants to make their customers happy, why bother with other emotions in their emotional marketing strategies? The simple answer is that different feelings promote different outcomes. In recent years, companies have begun to recognize the value of using emotional content to strike a chord with their customers.
Essentially, if you make your customers feel sad and then offer them the solution to do something about their negative feelings, you can be sure that they will be more likely to take action.
3. Fear/surprise
Fear is a natural human instinct, and something we all feel at times. Whether it's screaming at a spider in the bathtub or worrying about the state of the world we live in, fear is everywhere. In the world of emotional marketing campaigns, fear drives people to act out of urgency and a desire for self-preservation.
As one episode of Mad Men said, happiness is “freedom armenia whatsapp number data 5 million from fear.” For marketers, fear is a much more complex emotion to work with than sadness or happiness. If you take fear too far, you can end up angering your customers.
4. Anger/disgust
While most companies assume it's best to avoid angering their customers, this negative emotion can have a powerful impact in the right circumstances. Emotional marketing strategies that utilize feelings of anger and disgust can snap people out of their stupor and into action. When we see an injustice in the world that we want to change, we feel driven to do something about it.
For example, the New York Times’ “Truth is Hard” ad demonstrates how difficult it is for people in the modern world to get honesty in their media today. In a world of “fake news,” the New York Times used its ad to demonstrate its own commitment to honesty and transparency.
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Email address *
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Table of contents
The power of emotional marketing
Discover the power of Emotional Marketing
The question is: "How do you get to the heart of emotional marketing?"
Happiness = More shares
Sadness: More clicks
Creating your campaigns using emotional marketing: What emotions work?
1. Happiness
2. Sadness
3. Fear/surprise
4. Anger/disgust
Finding emotional appeal in marketing
1. The color
2. Content
3. Behavior
Tips for your emotional marketing strategy
1. Create a sense of urgency
2. Build trust through user-generated content
3. Surprise and delight your audience
4. Consider nostalgia
Transform your business with DIGIOFI
Discover the power of Emotional Marketing
As much as you like to consider yourself a rational and logical person, human beings are slaves to emotions.
No matter how many pros and cons lists you make, or how many times you tell yourself you’ll “sleep on it,” the truth is that most of your decisions are made based on how you feel at the moment. Psychologists have found that humans think second and feel first. When faced with sensory input, the emotional part of our brain can process the information in one-fifth the time it takes the cognitive part.
Emotional marketing tells a story that connects audiences with brands in a personal and human way. The emergence of new communication channels, devices and platforms ensures that people have wide access to brand stories. In addition, companies now have a wealth of ways to convey their identity and vision, which makes emotional marketing much simpler.
When used correctly, emotional marketing strategies help businesses differentiate themselves in a tough environment, bringing passion and focus to a corporate entity. However, if you want to have the right impact on your audience, you’ll need to make sure your campaign feels authentic and honest.
The question is: “How do you get to the heart of emotional marketing?”
Getting to the heart of advertising: What is emotional marketing?
Before we start offering ideas for your emotional marketing campaigns, let’s start with a quick overview of what this term actually means. The role our feelings play in our decisions is something that marketers today can’t afford to ignore. In a fast-paced world, organizations must ensure that they appeal to the primary wants and needs of their buyers.
In a study at the University of Southern California, researchers found that people with poor performance in the emotional region of their brains were able to think critically but unable to make decisions because they didn't understand how they felt about their options.
Although scientists often boast about how complex the human brain is, the truth is that most of our modern emotions come from a handful of basic feelings. How we perceive happiness, sadness, fear, and anger determine how we make some of our most complicated decisions. For example, in the world of marketing,
Happiness = More shares
When it comes to understanding emotional appeal in marketing, scientists have found that positive emotions are more likely to convince us to share, repost, and link to our friends than negative feelings. This means that marketers can improve their brand reach simply by highlighting positive news or using words that appeal to the “happy” part of the brain.
Sadness: More clicks
While happiness may compel us to share our experiences with our friends and loved ones, sadness has an undeniable intrigue. Research shows that words with negative connotations tend to have a higher click-through rate. In fact, an Outbrain study found that negative superlatives, such as “worst” or “never,” performed 30% more than a non-superlative headline in grabbing attention. What’s more, positive superlatives like “best” were significantly less engaging. Negative words had 63% more clicks than their positive counterparts.
Creating your campaigns using emotional marketing: What emotions work?
So, how can you make sure you're building your emotional marketing strategies around the right feelings? If not, it's time to contact us , at DIGIOFI | Digital Marketing Agency, we can help you achieve your goals.
If you open a dictionary you will find literally hundreds of words that describe the different emotions we experience every day. Surprise, excitement, apathy, overwhelm. How do all those different things come together in a definition of emotional marketing that conveys a message?
Well, it may be simpler than you think. In 2014, the Institute of Neuroscience and Psychology found that all human emotions are based on four feelings: happiness, sadness, fear/surprise, and anger/disgust. With those four options in mind, let's take a look at how you can use emotional power in marketing:
1. Happiness
Every business wants their brands to be associated with happy, smiling customers, right? Positivity has the ability to increase engagement and shares. In fact, a 2010 study of the most shared articles in the New York Times found that emotional articles were the most shared, with positive posts receiving more attention than negative ones.
2. Sadness
So if every brand wants to make their customers happy, why bother with other emotions in their emotional marketing strategies? The simple answer is that different feelings promote different outcomes. In recent years, companies have begun to recognize the value of using emotional content to strike a chord with their customers.
Essentially, if you make your customers feel sad and then offer them the solution to do something about their negative feelings, you can be sure that they will be more likely to take action.
3. Fear/surprise
Fear is a natural human instinct, and something we all feel at times. Whether it's screaming at a spider in the bathtub or worrying about the state of the world we live in, fear is everywhere. In the world of emotional marketing campaigns, fear drives people to act out of urgency and a desire for self-preservation.
As one episode of Mad Men said, happiness is “freedom armenia whatsapp number data 5 million from fear.” For marketers, fear is a much more complex emotion to work with than sadness or happiness. If you take fear too far, you can end up angering your customers.
4. Anger/disgust
While most companies assume it's best to avoid angering their customers, this negative emotion can have a powerful impact in the right circumstances. Emotional marketing strategies that utilize feelings of anger and disgust can snap people out of their stupor and into action. When we see an injustice in the world that we want to change, we feel driven to do something about it.
For example, the New York Times’ “Truth is Hard” ad demonstrates how difficult it is for people in the modern world to get honesty in their media today. In a world of “fake news,” the New York Times used its ad to demonstrate its own commitment to honesty and transparency.
Join the newsletter
Don't miss any tips!
Email address *
We don't spam! Read our privacy policy for more information.