Your customers remember how they feel and what made them feel that way. This is called emotional marketing, and this is how brand loyalty is built. It comes from how customers feel about the products they buy and engage with, and the experiences they have with the products. Emotional marketing taps into these strong feelings. There are many benefits to using emotional marketing, and one of those benefit is the affect it has on customer loyalty to the brand.
What is emotional marketing?
What is emotional marketing, exactly? It is a way of using an emotional appeal to help the audience notice an ad, remember it and share it with others. And in the end, it will achieve the desired outcome and encourage the customers to buy and keep them coming back. In a world where organizations have to compete for customers, remember that people use feelings instead of logic sometimes to make their purchasing decisions.
People make decisions with their heart, and an emotional marketing campaign reaches deeply towards how people feel. The campaign may even create feelings of sympathy, compassion, anger, love, disappointment or sadness, even if those feelings were not there before. The next step is to address these feelings with an emotional response that inspires action.
What are those feelings?
This is not manipulation, it is connection. It isn’t a simple thing. Brands do need to realize what their customers value, and what they wish for. What are the obstacles that they face, and how can your product solve their problems? A good emotional appeal does not just make customers happy or sad, it inspires and evokes their dreams and desires.
What are the benefits of emotional marketing?
The benefits of emotional marketing are all about what they can do for the brand and for loyalty to the brand. The objective of any company is to become more memorable with their customers and make their products more memorable as well. The best way to bring those memories is through emotions. People remember their emotions, why they felt the emotions, and then they act.
How do people act after viewing emotional content?
They share it with others. Everyone is more likely to share an ad that makes them feel something. Emotion inspires action, and when an advertising campaign wants customers to do something, it should tie into an emotion. Ads that make people happy are the ones that get shared the most. Ads that make people angry are the ones that are more likely to inspire people to do something or to help you be the solution to the problem.
How do emotions keep customers loyal?
Emotional marketing creates connection in a way that is personal and appeals to your audience. A brand that uses emotions is showing its human side and customers will remember the product and the feeling for years. Customers who feel that the brand “gets” them, and it cares about them is willing to remain a customer, and speak highly about the brand to others. Once customers are committed, it is easier to build loyalty programs and reward programs that will allow a company to learn even more about their audience and what will move them. Another type of marketing you may want to try is influencer marketing, you can read more about it here.