Emotional Marketing and It’s Importance:
Let’s be honest, advertisements don’t have much affect these days with ad blockers, options to skip ads after 5 seconds and catch-up TV. We have less time to cook and even lesser time to watch an advertisement play when we want to watch Jamie Oliver preform his magic.
But emo-marketing aims to connect with the consumer rather than shoving products in our face. Through recent technological advancements in AEI (artificial emotional intelligence) this may well be the future of marketing.
In a study conducted by the Harvard Business Review it found that customers who have a strong emotional connection (‘fully connected consumers’) to a brand, are 52% more valuable and profitable to the brand than compared to those who are just ‘highly satisfied’.
Lets take Apple for example. A highly-satisfied consumer probably buys a Macbook Air and loves it.
A fully-connected consumer, is someone who is addicted to Apple and buys an i-phone, apple watch, Macbook Air, Mac Desktop, Apple accessories and so on.
They are personally invested in the Apple brand. Therefore moving consumers from being highly satisfied to emotionally invested in your brand, is a far better long- term goal.
Now that we have established the importance of emotional intelligence and connectivity, let us look at Part One of the Emo-marketing series.
PART 1- VR (Virtual Reality) Technology and Empathy
While VR isn’t relatively new, the ways in which it is being used to evoke strong human emotions from viewers has shown to be a really powerful tool. In this instance, New York times has used VR in their article ‘The Displaced’ which tells the stories of three children affected by the refugee crises and the fall out of war.
This is an incredibly sad and heart-wrenching story that left me crying by the end. But in amidst all this emotion, the inner marketer inside of me thought this was a GENIUS application of the VR experience to promote the use of their New York Times app.
It changes the experience of reading a news article online. Optimised for a mobile experience, it is clear they had a certain target audience in mind. “Who read the paper this morning?” – said no millennial, ever.
How do you think VR can be used to emotionally engage consumers and what other emotional campaigns can be explored through VR? Do you think it would be a useful strategy for marketers?
As usual, let me know in the comments below!
This concludes part one of a three-part series, so please follow me for more emotional marketing strategies being used within the digital world.