Emotional marketing is becoming increasingly important because it touches the hearts of customers and creates a deeper, long-term connection. If you really want to reach your target group online, you need more than just rational arguments. Emotions open doors to trust and loyalty - so your company can also make a lasting impression and win over customers in digital channels.
Why emotional marketing is so powerful online
Many people no longer trust facts or the best price alone. That's why successful companies rely on emotional marketing to create a feeling in customers with authentic stories and strong images. This often creates the desire to identify with a brand and not just buy a product.
Coca-Cola is a prime example: Its campaigns radiate joy and community, which leads to lasting brand loyalty. In the food industry, Milka uses the slogan „Tender at heart“ to convey a sense of security. Retailers such as Edeka also touch customers emotionally with touching Christmas stories that emphasise empathy and solidarity[1][6].
How to arouse emotions with storytelling and visual stimuli
Storytelling is one of the most efficient ways to implement emotional marketing. Tell stories that your audience can relate to and feel. Whether it's the founding of your company, customer experiences or a special mission - stories connect on an emotional level. This allows you to reinforce joy, desire or trust.
Visual elements are also crucial: colours, shapes and a corresponding visual language trigger a wide range of associations. Blue stands for reliability, red for passion. Music or sound effects additionally reinforce the effect and create subconscious connections, as numerous studies have shown. For example, the choice of a certain jingle or motif can promote strong memories and purchase incentives[3][5].
In the area of e-commerce, personalised product recommendations ensure that customers feel individually perceived. Amazon, for example, uses sophisticated algorithms to tailor offers emotionally. Playful elements such as loyalty points or small challenges (gamification) also bind customers to the brand for longer[1][3].
BEST PRACTICE with one customer (name hidden due to NDA contract)
Our client from the fashion industry used emotional storytelling to create a campaign on sustainability. Complemented by harmonious colours and suitable music, the company was able to appeal more strongly to the target group and significantly increase the time spent on the website.
Another example is a start-up in the sustainable food sector. With emotional videos that show the path from producer to consumer, the topic of origin and honesty was emotionally anchored. Trust grew and order numbers improved significantly.
A provider in the technology segment used humorous, emotional social media campaigns that not only made the brand appear likeable, but also enabled lively interaction with the community. This created an intensive emotional bond with the target group.
Use emotional messages in a targeted manner and increase customer loyalty
Emotional messages work particularly well if they remain authentic and fit the brand. Trust and credibility are essential. Communication should openly address the challenges and wishes of the target group so that they feel understood. This creates lasting bonds that go far beyond pure sales.
Brands such as Nike with „Just Do It“ motivate customers to overcome themselves. Dove emphasises authenticity and self-acceptance with „Real Beauty“. Such values appeal to people on an emotional level and create a sense of belonging. This increases the willingness to recommend the brand to others and to buy regularly[6][9].
In the online sector, it is equally important to encourage feedback and interaction. Customers who comment, share or leave reviews are often more emotionally connected. Social media provide the platform to strengthen this emotional closeness and build long-term relationships.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A service provider from the healthcare sector specifically utilised authentic customer experiences in its online communication. The emotional approach to trust and safety led to increased customer loyalty and positive reviews on social media.
Another agency for household appliances relied on individualised emails with emotional links such as a feeling of home and comfort. The open and click rates improved significantly as a result.
A manufacturer of outdoor equipment also achieved increased brand enthusiasm with video storytelling that conveys the feeling of freedom in nature. Customers noticed the emotional added value and remained loyal to the brand.
My analysis
Emotional marketing offers a sustainable way of effectively acquiring customers online and building loyalty to your brand. People often make decisions based on their gut feeling - and this is precisely where emotional stimuli come in. Effective measures include authentic storytelling, the targeted use of visual and auditory elements and a personalised approach. Active dialogue via digital channels also strengthens the emotional relationship.
Companies that incorporate these elements into their online communication and understand the needs of their target group can noticeably increase their brand awareness and customer loyalty. iROI-Coaching is happy to support you in successfully accompanying your emotional marketing projects and providing customised impulses.
Further links from the text above:
Emotional commerce: definition, tips and success stories
Emotional marketing: definition, tips and examples
Emotional marketing: definition & examples
Emotional marketing: How brands convince with emotions
Emotional marketing: definition and application
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