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Connectedness: The Art and Science of Emotional Engagement

Posted by StellaPop on Feb 24, 2021 9:22:51 AM
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emotional engagement

As marketers and advertisers, we aim to create successful campaigns and motivate our target audience to take action. We analyze data, look at market research, and dive deep into how consumers or clients make decisions. 

So when it comes down to it… do consumers choose based on information or emotion?

Of course, this is personal to each consumer, but as a whole, data shows that people rely on emotions more heavily to make decisions. Research proves that the consumer’s emotional response to an ad has a greater influence on their reported intent to buy a product than the ad’s content.

Let’s take a behind-the-scenes look at creating emotion in marketing and advertising.

Emotional Marketing - What is it?

Emotional marketing is the strategic use of messaging and advertising that taps into human emotion to form a connection with the audience to achieve the desired result, whether that be to remember, share, or buy. Emotional marketing uses a singular emotion like happiness, sadness, fear, or anger to drive response in the consumer.

Why is it effective?

Engaging with your audience in an emotional way helps your brand make an impression. Think of meeting someone new; what makes someone stand out? Using emotion can help strategically shape your brand and make a lasting impression.

Another reason emotional marketing is effective is that emotion can inspire people to act. For example, happiness drives us to share. Sadness makes us empathize and reach out for connection. Fear leads us to look for comfort– which can really resonate when trying to build brand loyalty.

How do I create using emotional marketing?

The most important aspect of emotional marketing is making it human. How is this content going to make the audience feel? Below are a few ways to get started with an emotional marketing campaign.

Tell a story.

Storytelling is a great way to instill relatability and connection with your audience. Whether the aim is to use passion, anger, sadness, or excitement, stories are able to show a side of your brand that can motivate action through true connection.

Create community.

Establish a community or movement around your company and brand. What is this new client or customer signing up for? What are they joining and becoming a part of? Communities create feelings of acceptance and camaraderie. This instills a sense of loyalty to your brand.

Build trust with user-generated content.

User-generated content is a great tactic for many different reasons, but one thing is for sure it can pull at the heartstrings. This could be through a social media content creation challenge, showcasing testimonials, or interviewing past clients and customers. Clients and customers are able to more fully engage and understand your brand or product after listening to people who have been a customer. 

Experiential Marketing

In a recent blog, we wrote about how experiential marketing is just as important in the new normal. This is a form of emotional marketing because it’s all about adding meaning and value while connecting with your customer. Browse our blog for specific ideas on virtual experiential marketing and digital strategies.

This is just an introduction to the many benefits engaging emotionally as a brand has. Nowadays, it’s crucial to think this way as collectively, we are going through a hard time. How can your brand acknowledge this?

It starts with understanding your customer, and once you learn to speak their language, you’re bound to make an impression and soon enough transform them into loyal customers. If you’re looking for help on your emotional marketing strategy, reach out to StellaPop Consulting for ideas and assistance.

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See Also:

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Topics: Marketing, Digital Marketing

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