Why Emotional Marketing Matters

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As the Internet and online platforms continue to evolve, digital marketing campaigns have become a critical part of any successful company’s online marketing strategy. Despite the various and complex tools and strategies that go into effective marketing campaigns, there is only one goal: to drive action.

Motivating potential customers to click on your ads, buy your products and interact with your brand is about more than calls to action, enticing offers and targeted marketing. In order to take your digital marketing to the next level, your business needs to take advantage of the number one driver of action: emotion.

Whether in-person, instore or online, the best marketing strategies will use emotional cues to entice an action or interaction from their target audience. Emotional marketing uses certain language, colour choices and ideas that engage potential customers by eliciting an emotional response. Triggering emotions like excitement, joy, sadness, or anxiety can be used to encourage users to click, share, sign up, purchase, or communicate.

How does emotional marketing work?

To put it simply, digital marketers will use two types of emotional responses to engage and influence their audience: positive and negative. It may seem counterintuitive to elicit a negative emotional response from a potential customer, but we are driven to act on both positive and negative emotional cues. The same goes for emotional marketing and these are used interchangeably – or together – to drive an impactful message.

Positive emotional triggers would include any words, images, sounds and other media that evoke positive emotions. Emotions like joy, excitement, surprise, intrigue, and laughter are used as marketing advantages to drive intentional action towards a brand or product. These campaigns are easier to design and use that positive emotional trigger to create connections and inspire action.

Negative emotional triggers are tactics and tools used to target negative emotions in an audience, such as anxiety, sadness, or frustration. Although triggering negative feelings in a potential customer can seem counterintuitive, empathising with daily concerns and offering effective solutions to them is a very effective marketing strategy. Focusing on problems that your customers face can create a strong connection with your brand and what you are selling.

It is important when using negative emotional triggers to be careful and not too heavy handed, be considerate of the ethics and appropriateness of what you put out there.

How to design an emotional marketing campaign

  1. Understand your customer’s emotional journey
    Understanding what your target audience are feeling on their way to finding or spending at your business, should be the first step in designing an effective emotional marketing campaign. What desire or concern would make those potential customers seek out your business? Make a list or mind map that explores all the emotional journeys your customers go on as they find your goods and services.
  2. Identify the emotions and sentiments you want introduce
    When it comes to effective digital marketing, the truth is ‘the simpler, the better’. A single good idea, or one or two meaningful emotions, can inspire an audience to engage with the story surrounding your products or services. Make sure that the emotions you are trying to tap into are aligned with the design and overall messaging of your online marketing campaign.
  3. Create a brand or product ‘mood board’
    A common and useful tool for designing an effective emotional marketing campaign is a mood board. This technique is used by fashion designers to filmmakers and musicians to authors. Creating a mood board with help you get a sense of what words, imagery, graphics, and colours reflect the emotional journey you want to your customers to go on. Mood boards are used by designers and marketers to create a carefully crafted emotional landscape for their campaigns and advertisements.

Emotions give life and energy to your marketing campaigns

Why does emotional marketing matter? Because it can breathe life into your marketing campaigns. Emotions are what give our lives meaning and purpose, they are an important factor in every decision we make. So, do not leave them out of your digital marketing strategy.

It is important to understand what your target audience is feeling and what they want to feel when searching the Internet for the perfect product or service. Do not create emotionless, bland, and uninspiring campaigns, use your online marketing to speak to the hearts of your customers.

Cognite Marketing offers expertise in the field of digital marketing. We have designed a variety of emotional and impactful marketing campaigns that have helped our clients’ businesses thrive online. Contact Cognite Marketing to learn more about what we do.