Emotional Marketing: Buying Emotions
Most purchasing decisions are based on emotions and the creation of an emotional bond with the consumer. Sales of products have continued to develop over the years and have undergone various stages. From the creation of sales and marketing departments to marketing strategies that focus on discovering market needs and then satisfying them. Nowadays, we can also observe a significant change thanks to the easy access to information, where it is no longer products that are sold, but emotions. We buy emotions.
Creating more interesting and emotionally intense experiences is the challenge for today’s marketers.
Emotional marketing has recently emerged as a field of knowledge with a focus on mobilizing emotions and values in people in order to create attitudes and actions that promote a specific product. In other words, emotional marketing examines which emotions are to be satisfied, and then offers products that do just that. Therefore, one seeks a strategic position, a place in the client’s or client’s mind, in order to conquer his feelings. In this way , companies create expectations in individuals through emotions.
It was recently confirmed that in almost 99% of cases we buy a product due to an impulse or feeling that has only a little reasonable logic behind it. That is why there is something called emotional publicity, which plays a role in the creation of emotional motivation in the consumer. It is a communication tool through which brands differ based on their emotional effects. To achieve this, the company follows a series of steps, such as identifying the consumer’s needs and desires, establishing a relationship between its interests and the tangible characteristics of the product, and a communication strategy capable of positioning the product to benefit from it. This while keeping in mind that there is no significant difference between the tangible and intangible effects of the product.
Almost all products offer similar benefits. For this reason, steps have been taken towards spreading emotional publicity, with special emphasis on values associated with potential consumers’ inner desires, longings and aspirations. The key is therefore to create emotional relationships.
The products of the future will be cold on our hearts, and not so much on our minds. Companies will answer the question: I have a customer, how can I help him?
Both economists and researchers are currently studying individual behavior, and have discovered that people are emotional, which companies then use in the field of purchasing decisions. And this is where the new discipline of neuromarketing has emerged. It is based on the study of the brain and the understanding of subconscious patterns that govern the buying process. Experts have argued that consumers’ attention is captured through the creation of images that evoke emotions, not through rational arguments. So the more intense the feeling that is created, the deeper the neurological connection in the consumer’s brain will be. From this point of view, brands and companies aim to meet expectations with products that are capable of reaching the heart. This makes it necessary to know how consumers think, what they feel and what emotions can be produced to arouse their dreams.
In other words, emotional marketing strategies suggest that in order to leave an impression on the consumer, one must provide stimulating networks based on enjoyment and well-being. In addition, one must accompany the individual in special and unique moments and situations. The difference between one brand and another is found in the emotions.
Image by Guillermo Jauregui.
