Being Emo is Cool. Again.

Emotional Marketing, is a new trend emerging within advertisements and product development. There is no definite definition but this article clearly outlines the use of emotional marketing.

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.


source: https://www.youtube.com/watch?v=ecavbpCuvkI

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.

12 Comments

  1. That is very true. When you look WAY back, print media was a huge thing when it first came out. It gave us billboards, posters, flyers and newspapers. That’s when advertising really started to boom. Then we had the television age, with ads coming to our home screens. I think each generation had their own advertising “booms”, wherein they created content that connected and flowed through their chosen medium. I guess because we are in the digital millennium, VR is just another example of the newest advertising boom.
    Interesting comment on the freedom VR gives. Thank you!

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  2. I believe that the biggest benefit of VR is the fact that it has a spatial dimension which highly increases immersion of the content (or in this case advertising) and this presents an opportunity for marketers to think outside the 2D or 3D box that they have been constrained with for so long in terms of advertising.

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  3. Great read! I think VR opens a lot of opportunities for marketers. It’s such an interesting creative and the immersive experience may allow a brand to connect with their audience in meaningful ways. VR is powerful because it allows people to feel rather than just watch. It opens a new layer for story telling that just can’t be replicated through a Facebook video.

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    1. Thank you! And also thanks for the input!

      Funny though because most VR videos I am now watching through Facebook news feeds with people using VR to promote travelling somewhere, immersing yourself in the city centre of a country or as used in my article- a story teller. So could you say perhaps Facebook has allowed VR to be replicated then?

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    1. Thanks for your comment Flo 🙂 Love seeing you on my blog! I definitely need to check yours out!

      Yeah it is a great strategy but do you think it has any limits as to the shrinking attention spans of millennials? I mean brand loyalty means they need to be paying attention to the brand and it’s actions. But how can we if we are always distracted by new players in the market?

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  4. I always feel that emotional marketing will work well. I believe that by having consumers to attach their feelings toward a product or service, they will be more intrigued by it. I believe Nike has been doing it well by allowing customers to customise their shoes to their preferences including having their name on the shoes. Having emotional attachment through personal relevance is undoubtedly a good way to market to customers.

    With VR, its even better. Consumers can immerse themselves in virtual reality and feel like their actually on the scene itself. With imagined experience, emotions are inevitable. I’ve recently seen (last week) another blog illustrating the use of VR to try to enable consumers to understand poverty deeply via a 360º video as well on a Kenyan village that is deeply in need. It is still on my mind now as I felt their needs through the video. Hence, I believe VR can definitely enhance emotional attachments to a marketing campaign 🙂

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    1. Interesting how you mentioned Nike and that tactic because I think they actually stole it off Vans. Vans have also been using customised shoes that allows their customers to make take any drawing, sketch, LITERALLY any design and print on their slip ons and originals. It is pretty cool!

      Great input! You have to send me a link of this other blog post as I would like to know. My question to you though is how can VR be used on every advertising e.g. TV? Or will it even be successful?

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      1. I didn’t know Vans are the one who started it! I always knew Nike allowed that but maybe because I don’t really fancy Vans as a shoe. A little biased there. 😂

        Here is the link of blog post illustrating the concept of using VR to promote poverty awareness – https://digitalmarketingandhealth.wordpress.com/2017/08/23/can-virtual-reality-help-end-global-poverty/

        I feel that VR will be better used for advertisements on desktops/laptops or even mobile. I feel that nowadays people are spending less time on the television compared to their TV. Furthermore, the former allows the consumer to interact with the ads via keyboard, turning their phone etc., you can’t really do that from the television. Interaction, i believe, it is a huge part of the experience we receive as we immerse ourselves in virtual reality.

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      2. Wow read that post and it was really emotional! It so amazing how much impact VR can have even though we are not physically there.

        In terms of TV advertising, I definitely agree with you. There isn’t much room for television interactivity unless in the future SMART TV’s can become much smarter and almost PC like, it allows you to explore an advertisement with the 360 degree view just by hovering you remote side to side.

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