Emotional Marketing: Buying Emotions
As a rule, a buyer’s choice is based on emotions and that an emotional bond is created with the consumer. The sale of products has been developed over time, and undergone various stages. From sales that more or less went by themselves in the years after World War II, to the establishment of sales and commercial departments, to the development of marketing strategies that focused on discovering market needs, and then how to satisfy it. These days, we can also observe significant changes thanks to the availability of information, where it is no longer products that are bought and sold, but experiences. We buy emotions.
Creating increasingly exciting and emotionally intense experiences is the challenge for today’s marketers.
What is emotional marketing?
Emotional marketing has recently emerged as a field of knowledge aimed at the mobilization of emotions, values and impressions in people, where the goal is to establish attitudes and actions that are beneficial to a particular product. In short, emotional marketing examines the emotions to be satisfied and then offers a product that can do just that. Therefore, it is sought for a strategic position, a place in the client’s or consumer’s brain, where one tries to conquer their emotions. In this way , companies create expectations in the individual through sensory experiences.
It has recently been confirmed that 99 percent of the time, we buy a product as a result of an impulse, a feeling or an impression, with only a certain degree of rationale behind it. That is why there is emotional marketing, which plays on the establishment of emotional motivation in the consumer. It is a communication tool where different brands differ from each other based on the emotional effects of their products. To achieve these effects, companies take a number of steps, such as identifying the consumer’s needs and desires, establishing a relationship between the client’s interests and the product’s intangible properties, and a communication strategy that can position the product so that it can benefit from these conditions. And here a special difference is seldom made between the material and intangible effects of the product.
Almost all products offer similar benefits. Therefore, measures have been taken to spread the emotional advertising, where one first and foremost emphasizes the values associated with the inner desires, longings and ambitions of potential consumers. The key is to establish emotional relationships.
The products of the future will appeal first and foremost to our hearts, and far less to our brains, and the companies will all try to answer the question: I have a client, how can I help them?
Consumers and emotions
Both economists and researchers are currently studying individual behavior and have found that people, to some extent, are governed by their emotions, which companies have translated into the area of trade and how people make decisions when buying something. And this is where a new field, called Neuromarketing, has emerged. It is based on the study of the brain and the understanding of the unconscious patterns in the buying process. Experts have argued that consumers’ attention is captured by the formation of images that create emotions, and not by rational argumentation. The more intense the feeling that is created, the deeper the neurological connection will be in the consumer’s brain. In this regard, the goal for brands and businesses is to meet consumer expectations with products that hit them in the heart. Therefore, it has become necessary to know what the consumer thinks, feels and what sensations can be produced to awaken their dreams.
In other words, emotional marketing strategies suggest that in order to leave an impression on a consumer, you must offer stimulating networks based on pleasure and well-being and follow the individual in special, unique moments and situations, where the difference between two brands will be found in the emotions they produce.
Photos by Guillermo Jauregui
