Despite the superior technological advancements that humanity has achieved, one thing remains true; humans will always rely on emotions when making decisions.
Regardless of the data analysis, extensive pro and cons list, and comparative charts, humans will instinctively turn to their emotions every time a decision is needed, especially when it comes to purchases and spending abilities.
Because of this, digital marketers need to know how buyer emotions tie into marketing and sales efforts.
What is Emotional Marketing?
Emotional marketing refers to advertising and marketing strategies that use emotional triggers for prospective customers to notice, share, remember, and buy your product or service.
Emotional marketing often taps into a single emotion, whether it be happiness, sadness, fear, or anger, to elicit consumer responses that will benefit the business.
Depending on the industry, product, and audience you’re targeting, general “happiness” can’t always be achieved. Hence, it is the marketer’s goal to precisely define which emotion should be targeted. This will influence many aspects of your marketing strategies, such as graphics, media, copywriting, and more.
Buyer Emotions and Marketing Strategies
Emotional marketing helps customers decide with their hearts. At the end of the day, we are all moved by emotions, and the same holds true when it comes to shopping.
According to a Psychology Today study, customers rely on emotions rather than information when it comes to making decisions. Hence emotional responses to marketing will significantly influence a customer’s intent and judgment when buying products, ads, or marketing materials.
Moreover, emotional marketing pushes people to act; utilizing the power of emotions will elicit customers into purchasing or engaging with your business.
Studies suggest that happiness moves people to share content. Although bad news does sell, good news travels faster. Similarly, a study in 2007 showed that when sadness is invoked, it makes customers emphasize, which leads to giving.