Emotional Marketing

Emotional Marketing

Emotional Marketing

In this postmodern era, the basic principles of marketing are getting subdued by new scientifically proven approaches to touch and delight customers. The goal is to enhance the customer’s experience of purchase and loyalty towards a particular brand or product. However, it all depends on one factor, which is the root of all sales, i.e. Perception.

Perception of a product, brand, service, or company is majorly influenced by the first contact the customer makes with it. This first contact depends on how the customer is appealed. This is where the concept of Emotional Marketing comes into play. Emotional Marketing is an approach to marketing that intends to instigate one or more emotions of the customer such as happiness, fear, excitement, sadness, anger, etc to elicit a response from the customer.
Although new approaches to marketing are burning down the old ones, the classic approach of emotionally triggering the customer will forever stay relevant because of one simple reason – We are humans. Whenever we come across an advertisement, we subconsciously create an image of the brand as well as the product. This concept of ‘Brand Resonance’ is proof that we will always be vulnerable to our emotions set by the advertisement.
Most of the brands draw advantage out of this vulnerability because this not only helps them in the short run but also for a long period. It is fair to conclude: Positive Emotion = Long Term ROI. This means that the customer will recall a particular brand whenever he/she is willing to buy that product.
This recall ultimately leads the customer to buy the product of a particular brand again and again which validates the increase in the sales of the company.
The company “Bombas” which is based in New York, easily made people fall in love with the brand by openly sharing its mission with everyone: “One Purchased = One Donated”. The people had a brand recall every time they wanted to purchase socks as this would help them indirectly contribute to society. “It’s painful going public with mistakes, but the result has been an incredibly loyal customer base.” – Randy Goldberg, Founder, Bombas.
This conclusion challenges a very basic and long-lived notion/principle that marketers need to identify the needs of the customer and customize the product around them.

Is Marketing now moving towards creating a WANT/DESIRE by emotionally triggering (not manipulating) the customer?

It is, somehow, arduous to assume that. What marketers need to focus on is creating a product that customers ‘need’ and then fulfilling their ‘wants’ with the help of promotional advertisements. Generally, at the peak of the product life cycle i.e., at the maturity stage, features of the product are the points of parity, and advertisements are the point of difference which may help the brand attain product differentiation. This practice is observed mostly in saturated markets like Beer, Cigarettes, Perfume, Detergents, etc.
To look at the scientific and psychological front, an emotional feeling can be attached to a product or brand via classical conditioning (Lefrancois, 1972). For Example, if a television advertisement of a product “Exo Soaps” displays exotic and luxurious locations, and words related to ‘luxury’ are repeated in the advertisement more than 5 times, after a while, it generates a feeling of ‘Pride’ in the customer’s mind and gets positioned as a premium product/brand. This is how classical conditioning is done in most of the cases.
Table-1 shows some of the campaigns by top brands that brought about an extraordinary increase in their sales figures.

Organisation

Campaign

Emotion Targeted

Change in Sales

Year

Chobani

Real Love Stories

Love

225% Increase

2009

Apple

Get a Mac

Pride

42% Increase in 1 year.

2006

Nike

Just Do It

Confidence

1050% increase in 1 year

1998

*Increase in sales figures cannot be entirely attributed to the campaign effect

Table-1

It is a reasonable assumption that some change will certainly enter the domain and make an impact. Hence, the future of Marketing is completely going to change. It will be complemented by the pandemic (COVID-19), which has hit all around the world. It has led to the fall of several sectors like Aviation, Tourism, Hospitality, etc. However, it has also led to a sudden increase in some earlier dormant sectors with huge potential. These sectors are Home Delivery, E-commerce, Ed-Tech, etc. Most of the sectors which will boom in the near future are digitally based, which indicates that the means of marketing will change as well. The emergence of ‘Influencer Marketing’ is hopeful. It is purely based on emotional marketing as it rests on emotional connections between influencers and their followers. This dependence of influencer marketing on emotional marketing can be characterized by the following: No regret of the wrong choice (as the products and brands are suggested by influencers after usage).
To conclude, Emotional Marketing is an indispensable branch of Marketing.

 

Referances

  1. https://www.adweek.com/brand-marketing/qa-the-founder-of-bombas-on-why-brands-shouldnt-think-too-hard-about-competition/
  2. https://fabrikbrands.com/the-power-of-emotional-marketing/
  3. https://blog.hubspot.com/marketing/best-advertisements

Shubham Goel

Shubham Goel

I am pursuing PGDM in the domain of Sales & Marketing. I have a knack for creativity and am spontaneous in decision making.

Shubham Goel

I am pursuing PGDM in the domain of Sales & Marketing. I have a knack for creativity and am spontaneous in decision making.

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