Emotions are not explicitly related to how your body feels, but are more indicative of your state of mind. Like colors, every emotion is different.
For the most part, emotions are on the spectrum, and a swift change in the range leads to various kinds of happiness, anger, disgust, sadness, and many more.
Evoking different emotions, depending on your product and services, helps to impact your marketing strategies in various ways and makes them as robust as possible.
Are you considering incorporating emotional marketing into your marketing efforts, but unsure how best to start? Then, you are on the right page!
- 1. What Does Emotional Marketing Mean?
- 2. Benefits of Emotional Marketing
- 3. Practical Example of What Emotional Marketing Is
- 4. How To Measure Emotional An Marketing Campaign
- 5. Key Metrics of a Successful Emotional Marketing Strategy
- 6. Best Tool to Tell a Story Better for the Brand’s Marketing [Steps Guide]
Section1. What Does Emotional Marketing Mean?
As the name implies, emotional marketing is a term that describes marketing and advertising primarily using emotional appeals to make your audience and prospective customers learn, share your content, or, more importantly, buy from you.
Also, it could refer to the deliberate use of clear and compelling messages to form a strong connection with the audience toward achieving the desired result.
Emotional marketing typically touches every single emotion, like sadness, happiness, fear, anger, etc., to evoke a consumer’s response.
For me, marketing, like communication, is incomplete if you do not receive any response from your consumer/target audience.
Part1. Benefits of Emotional Marketing
It Enhances Great First Impressions
The most significant benefit of emotional marketing or advertising is that it makes your content easy for prospective customers to connect with.
It is easier to build a brilliant bond with your audience when your content is pretty relatable.
For instance, suppose there are two available products and both advertise to attract customers.
However, one advertisement only talks about the products, while the other makes you laugh or cry – which of the advertisements will pique your interest?
I can bet it is second! This is exactly what emotional marketing helps you to achieve.
It Influences Purchasing Decisions
A study showed that 31% of ads with an emotional pull succeeded versus the 16% success of ads that focused on rational content.
An emotional response to an ad influences prospective customers’ intent to purchase.
It Helps Build A Base of Loyal Customers
As I mentioned earlier, emotions are powerful. It takes only one action to evoke emotion and have a long-lasting effect.
Incorporating emotions into your marketing efforts will make your content more memorable and, as a result, make your customers bond with you and stay loyal.
Emotional marketing enhances your chances of your client becoming returning customers.
It Increases Self-Satisfaction
This is inarguably the benefit of emotional marketing that isn’t discussed enough.
There is immense self-satisfaction in rendering excellent and strong services to customers.
With emotional marketing, you will intimately know how to transform people’s lives, which will increase your positivity and confidence.
Also, connecting with your customers emotionally will help your perspective on life.
It Helps Consumers Remember You
A successful emotional marketing campaign always leaves a mark.
Everyone wants people who understand their fears, challenges, and roadblocks and somewhat have the solution.
So, as a brand owner, you have the power to do that with your marketing when you employ emotions.
Doing this doesn’t only make your consumers remember your content, but the product and the associated brand.
Part2. Practical Example of What Emotional Marketing Is
A perfect example of a successful emotional marketing campaign is Heineken.
Most consumers care about transparent brands and are willing to take on social issues.
Heineken’s “Open Your World” campaign conjures feelings, inspiring actions, and hopes, creating a deep connection with its audience.
The campaign was based on a real-life experiment pairing two people from different ends of the political spectrum.
First, they were asked to work on a series of practical tasks as a team, and after, they were asked to publicly share their thoughts, views, and feelings with the brand.
Heineken used Facebook (Meta) as their primary campaign channel.
The campaign shows that human understanding can overcome political differences, building a real sense of community in the process.
It is important to note that the campaign earned over 3 million video views and 50,000 shares in its initial month – crazy numbers if you’d ask me
Section2. How To Measure Emotional An Marketing Campaign
Like every other marketing effort, you can easily measure your emotional marketing campaign to how your audience responds to your advertisements.
Below are the two primary ways to do this:
Running Feedback Surveys during Your Initial Campaign Launch
This open-ended, manual yet quantitative approach gives room for honest, real-time audience reactions and gives you feedback on where you need to improve.
Another way to manually analyze your audience feedback is by having a focus group.
Interpreting How Your Audience Emotions Manifest as Actions
Often, happiness leads to sharing, fear leads to loyalty, sadness leads to giving, and anger leads to virility.
So depending on the emotion you evoke through your marketing, you might anticipate seeing a spike in one or more of these activities.
Key Metrics of a Successful Emotional Marketing Strategy
Know Your Target Audience
This is usually the first and most crucial step for any marketing strategy, much less emotional marketing.
If you don’t know your audience, you might not be able to develop the content they respond to best and the emotions to elicit a valuable response.
Conduct comprehensive research on your audience before deciding on the emotion to incorporate into your marketing strategy.
Doing this improves your marketing decisions and saves you precious time and resources.
Lead with Colors
This might look simple, but it holds more influence than you can imagine.
As I mentioned in the introductory part of this article, colors and emotions are closely tied; the former plays a significant role in evoking the latter.
For instance, consider the Starbucks green or Cocoa-Cola red.
Green is associated with balance, harmony, growth, health, and nature, which are all components of the Starbucks brand.
Also, the Cocoa-Cola red shows friendship, love, positivity, and great energy.
Therefore, don’t just use any color; use the ones that perfectly describe your brand.
Leverage on Storytelling
This is a surefire way to connect with your prospective audience.
Whether through happiness, sadness, anger, fear, or passion, stories are easily relatable and sharable, irrespective of your audience.
Tell stories, but not just any story, stories that connect with emotions in the best ways possible.
Project an Ideal Image
While some brand advertisements may tap into how their audience feels, others weave in emotions they would like to see.
That is the motive behind projecting an ideal image through emotional marketing.
Excellent marketing shows how a product or service solves pressing problems.
Great emotional marketing conveys emotion to convince consumers that your products are not only a proper solution, but they can also feel great while using them.
Section3. Best Tool to Tell a Story Better for the Brand’s Marketing
HeyGen is an all-in-one video maker and editor with AI-talking Avatars.
This tool makes video recording and editing effortless, just like a Word document! HeyGen is one of the best practical tools that help marketers create engaging, emotional, and easy-to-understand videos.
This video maker offers several unique features, including Talking Photo.
Talking Photo is a brilliant feature for marketers or brand owners who don’t want to show their faces in their videos.
For whatever reason, if you aren’t comfortable showing your face in your marketing videos but still want to connect emotionally with your audience, consider creating an interactive video using an AI avatar. Or you may find the Talking Photo feature by HeyGen very helpful.
Here is a step-by-step guide on how to create an emotional marketing video with this tool:
Step1. Enter HeyGen and click ‘avatar’ to select a storyteller to help you present the campaign
You can choose a real human avatar, animate avatar or even a portrait as the storyteller for your campaign.
Step 2: Preview the avatar gesture or impression, click on the ‘create video with this avatar’ button to enter the video canvas.
Step 3: enter the script of the campaign and the avatar will do the lip-syncing when you submit this video
Tip:
- Click on the 'element' button on the left to add a background to the video or upload your own video footage
- If you edit this marketing video via template feature, then it will be much easier to get a video without design
- Click on the ‘language bar’ next to the input box to choose a different accent for the voice-over
- You can also drive the storyteller speaking on your own voice, just click on the microphone button for recording or uploading audio.
Step4: Click the ‘submit’ button to get the video result.
Create a Storyteller NowConclusion
Creating emotions in your marketing and advertising is a sure shot to attract, resonate with, and inspire your audience to act.
However, to favorably incorporate emotions in your marketing, you have to define your audience and identify which emotions would resonate most.
I hope this article has helped you understand everything you need to know about emotional marketing and the best tool to use for implementation
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