When we analyze the behavior of users on social networks, the first thing we usually do is observe the number of conversations on a specific topic.
We track what is said about our products/services and our brand, as well as any positive or negative comments that may exist.
But to make a more in-depth analysis of how your audience behaves, it is necessary to go a little further and qualitatively analyze the emotions and implicit feelings that users feel when they share their opinions on the network.
How does paying attention to our audience’s marketing emotions benefit us?
Among other things, the analysis of emotions in marketing will help you better understand your audience
When making decisions about your brand strategy, you have to understand what motivations are behind the purchase decisions of your customers.
Most of their decisions are made based on how they feel in the moment, the instant they buy, not on logic.
This makes emotions precisely in marketing a fundamental element.
Your audience doesn’t buy your products/services, they buy the promise of how they will feel when they use them.
Because users seek to fix their problems and improve their lives through the products/services they buy.
To create a successful marketing campaign, you don’t need a big budget, but rather a very good strategy.
We only remember what makes us feel, what awakens some of our emotions, therefore, we must take advantage of emotions to help users remember our brand.
The increase in mentions about your brand on social networks is positive as long as the messages are also positive.
Keeping track of the changes in sentiment towards your brand, monitoring everything that is said about it, will allow you to react quickly to any crisis in social media.
Feelings and emotions make people share posts.
If we are happy or displeased with a brand, company, or service, we use the networks to echo how we feel.
Emotions in marketing play a vital role for users to connect with brands in a personal and human way.
We have concrete examples in everything that concerns the branding of both Apple and Nike.
The symbol, the slogan “Think different” or “Just do it”, the design and the differentiation of the products attract us, but what captivates us is the emotional connection by the brand.
The more emotional content we have about a brand, the more likely it is that the consumer will become a loyal user.
Loyalty to a brand is encouraged when an emotional connection to it exists and persists.
In the case I was commenting on about Apple, they have used simplicity, minimalist design, and, above all, the desire to become part of this technological revolution.
Therefore, to understand consumer buying behavior well, it is necessary to rely on the knowledge of emotions and their influence on decision-making.
Some scientists believe that the entire emotional spectrum can be reduced to only 5 basic emotions: happiness, sadness, fear, anger, and disgust.
However, emotions in marketing can be expanded to several subcategories such as those I describe in this article; happiness, sadness, belonging, fear/surprise, anger/disgust.
The stronger the emotion is, the more it will encourage buyers to buy your products.
Each of the emotions works differently when creating your marketing strategies.
And The response to emotion pushes us towards an action (of purchase, subscription, awareness, or rejection).
When used correctly, emotional marketing strategies help companies differentiate themselves and be remembered by their audience.
Although emotions can be effectively communicated in television commercials as we will see later, there are also other important elements of a brand that also provoke emotional reactions.
Brand elements that influence emotions in marketing
- The personality of the brand
Brands communicate their personality through their branding, their packaging, their “voice”, that is, the type of communication they carry out on social networks and how they describe themselves and their products/services.
As there are tastes and characters for everyone, everyone does not like the same type of personality and thus, there will be people who are more attracted to one type of personality than to another.
The narrative used by brands in their advertising and promotion texts generates a type of emotion that a certain audience will like.
The psychology of color shows us how colors can alter the psychological and emotional state of a person.
Many brands use colors to cause a type of feeling by carefully thinking about the emotions they want to represent.
When we talk about emotional marketing we see the impact that brands have on people’s minds.
These inputs are given not only by images, videos, and words but also by the behavior of the brand.
How the brand responds and acts will influence the perception you have about it, for example, brands that are involved in caring for the environment.
In the case of Adidas, it uses plastic waste for its sports garments, as they tell in this video.
When you think about your emotional marketing strategy, think about what kind of feelings you want to make the user feel.
Many studies have shown that the highest percentage of purchases is made from emotions, Starbucks has managed to exploit this aspect and its relationship with the customer.
Starbucks strategy and emotional marketing
They have been able to generate a symbolic value that adds to the quality of the service. They surpass the border of emotional association.
From the moment you enter a Starbucks store, an explosion of emotional sensations begins, ranging from feeling comfortable instead of comfortable furniture, clean display cabinets, good ambient temperature, pleasant smell, consistent music, perfect lighting, pleasant colors, product offers, as well as access Internet for free while you enjoy your favorite product.
To all this, we add good customer service and we have a perfect place to share. So it is not unusual to hear Starbucks customers claim that: They are not buying coffee, but a product!
Some have called this “The Starbucks experience”, which consists of the first emotional bonding of the customer with the brand that leads to the next objective, to turn it into a “Starbucks” community where the sense of belonging to the brand predominates.
Even most of Starbucks’ content-level advertising campaigns focus on highlighting and linking the positive emotional experience of enjoying its products, always seeking to remind its many customers of their latest experiences in the store.
In other words, we go from an individual to a collective emotional experience towards a brand. It is simple! You can contribute to achieving customer loyalty with these details.
5 feelings we can provoke with emotion marketing
The main objective of your marketing strategy should be to convey that your customers are happy and smiling.
The pursuit of happiness is a never-ending race that most of us find ourselves in and for that reason, it is the easiest emotion to appeal to when brands advertise.
Promises of the type: “with this product, you will be the happiest person in the world” are easy to find or using a sense of humor as in the video that I give as an example.
But beware, although positivism increases brand engagement, it does not mean that you have to focus all your messages on happiness.
Also, as almost everyone looks for this feeling, what happens on some occasions is that the user gets used to it and no longer responds so well, that is, we do not push them to buy or to the reaction that we want to produce.
On the other hand, surely something has happened to you that has made you incredibly happy and when you have tried to reproduce it again it has not been the same.
Like the feeling of being a mother/father for the first time, it is a joy that cannot be reproduced again or the first race that you did a particular thing because the following ones will not feel the same anymore.
Something similar happens in marketing.
You have to create new actions, ideas, and strategies that lead to the happiness of your audience so that they continue to transmit happiness or joy.
Although all brands seek to make their customers happy, we cannot just focus on happiness when developing our marketing strategy.
The rest of the emotions are vital to create dynamism and to be able to tell stories.
Different feelings and emotions promote different results.
More and more brands are betting on creating ads with moving content.
As an example, look at the recently released and tough traffic campaign, where do they ask you, in a traffic accident, who would you rather be, who lives or who dies?
In this way, they aim to make the user aware of the consequences of reckless driving.
The objective is to make us feel the sadness of what would happen both if we survived the accident and if we left for good.
Normally, campaigns with sad stories affect the audience and leave their marks as an unforgettable brand.
3.- Membership of the group
People feel more secure and comfortable when they belong to a group.
Feeling that you are part of a group that shares something in common generally generates satisfaction.
The sense of belonging gives us the confidence and tranquility of knowing that the rest of the members support us and the same happens with the brands.
A brand strategy can be based on creating a strong sense of belonging to that brand and making customers proud to be part of it.
Nike is a clear example of this brand strategy since emotional branding is what it has done over the years.
Nike never focuses on selling its sportswear, but instead invests in marketing campaigns with big sports stars, promoting the idea that everyone can be an elite athlete.
4.- Fear and surprise
Fear is an essential part of a survival instinct and using it for marketing strategies can be controversial.
Among the myriad of businesses and products/services like yours, one way to stand out is by creating this feeling that not all brands dare with.
Ideally, you should attract the attention of your audience without creating discomfort, but the more you attract the attention, the better results you will get.
Working with fear in marketing is much more complex than the rest of the emotions, but if done well, it is more effective and generates more clicks than positive ads.
5.- Anger and disgust
Within emotional marketing strategies, using feelings of anger or disgust can be a bit risky if not done correctly.
Most companies tend to believe that it is better not to use anger or disgust to create their campaigns because they think that negative emotions can create negative impacts.
We get upset when we see injustice, when we see insults and disrespect, or when we see people suffer and feel powerless to do nothing about it.
In the ad in the campaign for the Always “Like a girl” brand of Procter & Gamble, in which they asked: “How do girls run?”, They used a well-known insult to women to get the user’s attention and they managed to provoke a strong reaction.
The ad even won the Emmy Award for best ad of the year.
Emotional marketing strategies
- Build trust by telling the success stories of you and your client relations.
Whether reviews, testimonials, or stories work very well to generate loyalty to a brand, if you use them for your marketing strategy, you will see how they help other people to decide on your products/services, because they want to feel just as “happy” than users who give their testimonial and who have already tried them.
- Create a feeling of urgency
The fear of “take it out of my hands” generates impulses and pressure among people.
If you want them to take any action, putting a price or an offer for a limited time will pressure them to buy to avoid the risk of losing it.
When people have too much time to decide, they have other priorities and end up forgetting to make the purchase.
Everyone likes surprises, so take advantage of them to fascinate your audience.
If you want them to talk about you, have a good memory of your brand and, above all, buy your products again, surprise them.
Create a unique campaign to surprise and excite your audience, like giving a soda to a gym outing.
- Sell emotions, not products
If you focus on how they will feel about your products/services, instead of how good they are, you will take a step forward in the purchase process, because they will be visualizing the result of satisfaction of having bought.
If you sell the idea of the comfort that the customer will feel by not having to go to the store because you deliver the product at home, the person will imagine being comfortably at home receiving the product.
An emotional marketing strategy will trigger the responses you want from your audience.
When you create a marketing campaign, take into account the emotions you want to make your audience feel.
Remember that the more daring the campaign, if it is well done, the greater impact it will have.
Study well which emotions to use and which to avoid depending on the type of audience you are targeting.
The worst result you can have is that your audience doesn’t get excited about your marketing campaigns because if they don’t feel anything, they won’t do anything.
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