Emotional Marketing and It’s Importance:
Let’s be honest, advertisements don’t have much effect these days with ad blockers, options to skip ads after 5 seconds and catch-up TV. We have less time to cook and lesser to watch an advertisement, no matter how dreamy Jamie Oliver can be.
Contrastingly, 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’.
Let’s take Apple for example. A highly-satisfied consumer probably buys a MacBook Air and loves it.
A fully-connected consumer is someone who believes that Apple is an extension of themselves – almost another limb to their physical being. A fully-connected consumer can be expected to have 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, profit wise.
Now that we have established the importance of emotional intelligence and connectivity, let us look at Part One of the emotional marketing series.
PART 1- VR (Virtual Reality) Technology and Empathy
While VR isn’t relatively new, the ways in which it is being used has shown to be a really powerful tool to evoke strong human emotions from viewers. In this instance, New York Times has used VR in their article ‘The Displaced’ which tell the stories of three children who experience the fatal consequences of living in a war-torn country.
This is an incredibly sad and heart-wrenching story that left me crying. Yet, 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 with 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 and stay woke!