An average consumer is exposed to between 6K to 10K ads every single day. It is getting tough for businesses to make an impact and stand out from the crowd. No matter how effective your ad is, it can be easily lost among all those ads that an average consumer sees every single day. The daily ads your ideal customer is exposed to isn’t the only issue…
The average attention span has reduced to a mere eight seconds. People lost concentration after eight seconds. An effective ad has to be three seconds or less if you want to grab the attention of your audience.
Marketers have understood the importance of standing out from the crowd with the help of emotional marketing. Thanks to neuroscientists who have now confirmed that people rely on their emotions for decision making rather than information. Your audience buys a product based on its emotions. This was verified in an experiment where emotional ad campaigns performed 2x better than rational ad campaigns in terms of profitability.
This article covers what emotional marketing is, why it works, and how you can use it to increase sales.
What is Emotional Marketing?
Emotional marketing refers to the use of emotions in marketing to influence the buying decisions of your audience. The marketing campaign targets audience emotion with an intention to persuade them to take action (buy or convert).
Here is an example of an ad by WWF that taps fear:
Here is a perfect emotional marketing example from Lysol:
Humans experience several emotions. Most of them are overlapping. The wheel of emotions by Robert Plutchik describes the most common emotions that we experience:
According to Robert Plutchik, there are eight core emotions:
The wheel of emotions describes these eight emotions, how these are related to other similar emotions, what emotions are opposite, and how one emotion turns into another. For instance, joy is the opposite of sadness. Joy is related to serenity and ecstasy meaning that these three emotions are interlinked and can be turned into one another easily.
Emotions are used for attention. They motivate us to take actions that are consistent with the emotion we’re having at that moment. For example, anger leads to aggression and stubbornness.
There is hardly any time when you don’t experience any emotion. This is used in marketing to invoke people’s emotions to persuade them to take action.
How to Track Consumer Emotions
Tracking consumer emotions requires scientific approaches like neuroscience. It is hard for businesses to track the emotions of their customers and target audience as it involves tracking brain activity. However, there are several easier yet authentic ways to track consumer emotions that help you boost sales. These include Net Promoter Score (NPS), Net Emotional Value (NEV), Customer Satisfaction Score (CSAT), reaction buttons, and sentiment analysis.
Net Promoter Score is the most reliable and most used technique for measuring and tracking customer emotions. Not only does it help you track emotions, but it helps you distinguish between loyal and unsatisfied customers. Identification of loyal customers helps you improve retention rate, increase sales, and customer lifetime value.
Check out this detailed guide on Net Promoter Score.
Reaction buttons (emojis and smiley faces) are another easy way to track customer emotions. You can use smiley faces to measure emotion of website visitors, audience, subscribers, and customers. Consumers have to select a relevant emoji to share their emotions. Here is an example:
For instance, you can use these smiley faces on your blog posts. Readers can select a relevant smiley face to share their feedback (happy, sad, neutral, angry, etc.). This is the simplest way to track emotions across your website.
How to use reaction buttons on your website?
Try Emojics. It lets you add smiley faces to measure emotions on your website, blog, and email. You can use a widget on your website to collect visitor feedback. You can also use emojis for generating leads. When a user selects an emoji, you can collect the email address. You can measure emotions, generate leads, and increase sales.
You can analyze consumer emotions in the Emojics dashboard. You can see how people are responding to a certain piece of content, what blog posts are getting the most happy smiley faces, and what blog posts are making readers angry. This will give you a good idea of what type of content to publish on your blog.
Similarly, you can use track emotions via email, and you can collect detailed feedback by sending visitors to a survey page after they select an emoji. It’s a simple, fun, and robust approach to measuring consumer emotions and making sense of it.
Emotional Marketing Techniques
Tracking consumer emotions is just the beginning, what actions you take when you start receiving responses from consumers plays an important role in your business’s growth. How you respond to sad or angry emotions that you are receiving for a new product feature you just introduced.
There are several emotional marketing techniques that you can use to improve sales and customer experience that will eventually lead to business growth.
Storytelling is one of the most popular emotional marketing techniques. You can connect with your audience by telling a story that they’ll remember, share, and relate to. It helps your audience build an emotional connection with your brand via your story.
Here is a storytelling example by Airbnb. Carol shares her story of how Airbnb helped her generate funds after she lost her job and now she is going back to school.
This is an emotional and appealing story. Anybody watching this short video clip will be persuaded to help others as the core theme of the story is to help others. Viewers will link Airbnb to a brand that is helping others and helps people connect.
This is how storytelling works by developing an emotional link with customers.
2. Emotional Branding
It refers to developing an emotional connection that helps a brand differentiate itself from other brands. Just like businesses use logos, icons, and symbols to differentiate themselves from other businesses, emotional branding focused on creating an emotional connection with the audience for differentiation and loyalty.
Consider McDonald’s. It has a perfect emotional branding that differentiates it from its competitors. Apple is another company that has robust emotional branding. If you ever ask a McDonald’s or Apple loyal customer to shop at a competitor brand, they won’t. iPhone users will rarely use an Android smartphone.
That’s what emotional branding does – it differentiates, connects, and improves brand loyalty.
Colors influence emotions. You can use specific colors to connect emotionally with your audience. Brands use color to connect emotionally with their audience. Coca Cola, for example, uses red color to depict energy and positivity.
Here is a detailed infographic that shows the association between color and emotions:
This is the reason why brands have specific color themes that they stick with across all marketing collateral. It is used for differentiation and emotional connectivity.
Using emotions in marketing is one of the best ways to connect with your audience and grow your business. It all comes down to tracking customer emotions and understanding their preferences. Once you have developed an emotional connection with your audience, increasing sales doesn’t seem to be any task.