Question

write an essay on the following topic: why has emotional marketing imposed itself over traditional marketing?

4 pages minimum

Answer 1

Emotional marketing is a technique that marketers use to tackle their emotions, beliefs and pain points so that brands can interact with their customers and create brand loyalty. Brands are unable to do so given the vast amount of data they have collected, their use of influencer marketing, and ongoing personalization strategies. The truth is that only 15% of consumers claim that brands do a decent job of emotionally connecting with them beyond a functional partnership. This isn't great news for brands who are seeking to communicate and become more open.

Apple can be a good example of a business that uses emotions to communicate with customers and create brand loyalty over time. Apple's branding strategy uses simplicity, sleek design and, most importantly, a desire to be part of a lifestyle trend. This well-crafted impulse appeals to our most fundamental emotional need: to be part of something greater than ourselves. This is one of the reasons why politics and social movements exist, whether one is a Democrat or a Republican (or an Independent) or why you might be volunteering at a local public school.

Neuro-imagery scans show that when consumers assess brands, they use their emotions, based on personal feelings and perceptions, rather than brand knowledge, such as features and details. This means that whether you are selling a homepage, post-click landing page, or a squeeze page, etc., emotionally relating to the audience is the most critical aspect.

Because customers prefer to select products based on feelings rather than rationality, the more emotional the brand gets, the better they will do with sales and ROI. The Rio Olympics advertisements mentioned previously touched the emotional nerve of consumers to such an extent that viewers posted these videos at an incredibly high pace, showing engagement, connection and brand recognition. This extremely high degree of dedication is the Holy Grail of marketing, and it occurs when feelings are involved.

Colors are scientifically proven to change the mental, physiological and behavioral state of the audience. The variations in gender also apply. Women , for example, are more sensitive to bright colors than men. And different colors elicit different reactions: black and purple are associated with 'powerful/strong/masterful,' red is calming and blue is associated with 'tender/comfortable.' Today, think about the most popular brands synonymous with these colours: Facebook blue and Coca-Cola red. This is no accident. Most advertisers take advantage of this color trend by understanding their target audience when playing with the different emotions they want to elicit.