In the world of marketing, one strategy has proven to be particularly effective: emotion marketing. This method utilises the power of feelings to appeal to customers on a deeper level and build a lasting relationship. Emotion marketing aims not only to sell products, but to create an emotional response that goes far beyond the sales process. By specifically addressing emotions, companies can increase their brand awareness and strengthen customer loyalty.
How does emotion marketing work?
Emotion marketing is based on the realisation that purchasing decisions are often made subconsciously. Studies show that around 95 % of purchasing decisions are made subconsciously, which means that emotional aspects often play a greater role than rational considerations [5]. An effective strategy is to tell stories that evoke emotions such as joy, nostalgia or trust. An example of this is Coca-Cola's campaign, which has been using emotionally appealing advertising campaigns for years to build a strong emotional bond with customers [2].
Storytelling as a success factor
Storytelling is one of the most effective methods of integrating emotions into marketing campaigns. Authentic stories linked to products or services can create a deep emotional connection with customers [4]. One example is Nike's campaign, which uses the slogan "Just Do It" not only to emphasise the technology of the shoes, but also to promote empowerment and the will to overcome challenges [3].
Another example is Google's campaign, which emphasises human resilience and connectedness with its annual "Year in Search" videos, thus creating a strong emotional bond with consumers [3].
Emotion marketing in practice
Emotion marketing can be used in various forms to strengthen the emotional bond with customers. In addition to storytelling, visual communication, music and personalisation are important elements that can contribute to generating positive emotions [5]. The colours used in a campaign can also play a role, as they can trigger different emotions - for example, blue often stands for trust, while red symbolises energy and passion [4].
One example of this is the chocolate brand Milka, which has established an emotional bond with customers with its slogan "Tender at heart" by appealing to feelings of tenderness and empathy [2].
Personalisation and influencer marketing
Personalisation is another important aspect of emotion marketing, as it gives customers the feeling of being looked after individually. Personalised offers and discount campaigns can increase customer loyalty [4]. Influencer marketing can also have a strong emotional impact, as consumers are often influenced by recommendations from well-known personalities, especially if they convey positive emotions [4].
One example of this is the TOMS brand, which creates an emotional connection through social responsibility with its "One for One" campaign by giving a poor person for every shoe sold [6].
Emotion marketing - a decisive success factor
Emotion marketing is a decisive factor for the success of companies, as it not only influences purchasing decisions, but also builds a long-term relationship with customers. Through the targeted use of emotions, brands can increase their brand awareness and build customer loyalty. iROI-Coaching supports companies in the implementation of emotion marketing campaigns to maximise success.
One example of a successful implementation of emotion marketing is the campaign by Dove, which deals with the topic of "Real Beauty" and has established a strong emotional connection with its customers by promoting self-acceptance [3].
My analysis
Overall, it is clear that emotion marketing is a strategic method for appealing to consumers on a deep emotional level and thus strengthening customer loyalty. Through storytelling, visual communication and personalisation, companies can strengthen their brands and win over customers. Emotion marketing is therefore a crucial component of any successful marketing strategy.
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For more information, you can consult the following sources:
Emotional marketing strategies
Emotional marketing in practice
Emotion marketing - definition and examples
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