The Effect of Emotional Marketing on Customers

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The Effect of Emotional Marketing on Customers


There is no rule book for marketing, and with an endless scope, the horizons are indefinite. This opens unlimited possibilities where the most interesting and captivating idea wins the race for maximum brand awareness.



There is no rule book for marketing, and with an endless scope, the horizons are indefinite.

This opens unlimited possibilities where the most interesting and captivating idea wins the race for maximum brand awareness.

One technique that is leading in this expedition is Emotional Marketing!

Simply, it means to emotionally influence the audience into buying any product. However, that is just the basics of it.

It is an insightful tactic that businesses are using widely and certainly experiencing positive results.

If you are new to this topic then this blog brings you complete details on Emotional marketing. If you are already aware, then let us discover how it is dominating the marketing realm.

Emotions – A Marketing Power

When we think of emotions, our perception is very limited!

We think that being emotional is associated with being vulnerable.

However, every expression in a human being is an emotion ranging from happiness to sadness and anger. If modified properly, it becomes a marketing power.

When any feeling is spiked, you are most likely feeling the emotions.

Let us name the emotions that every individual showcases:

  • Joy
  • Trust
  • Fear
  • Surprise
  • Sadness
  • Disgust
  • Anger
  • Anticipation

Using all or some of these in a marketing strategy constitutes effective emotional branding.

Effectiveness of Emotional Marketing

Any thought that can evoke a sense of connection is a possible marketing strategy for brands.

What people choose to believe in is also highly dependent on their way of living or the background they come from.

Combining both factors, businesses try to create an action plan for influencing and retaining their valuable customers.

‘Connecting an idea with a product that the audience resonates with is the essence of emotional marketing’.

Brands can do all this because humans are emotional beings who always prefer what seems best to them.

The Strategy Behind Emotional Marketing

Fundamentally, every marketing action plan works on a strategy and the same goes for emotional marketing.

The effectiveness of this strategy is dependent on some vital factors. Together all the elements make perfect emotional advertising to hook the customers with a brand.

Let us explore this and understand how a brand makes a perfect strategy.

Brand and Customer Relationship

Emotional marketing is all about creating a strong bond between a brand and a customer. 

This is foundational to creating a strong customer base that trusts the brand and continues to be loyal.

Unforgettable Experiences

People remember experiences and if a brand can give them an unforgettable experience, it is successful.

Attachment to the Brand

Customers must feel attached to the brand such that they perceive it as something of their own or made specially for them.

Content is King

Within brands and customers, communication is the key and content plays a vital role in conveying a message.

Well-Known Emotional Marketing Campaigns

Let's see how different companies have utilized emotional marketing for the promotion of their brand.

“Think Different”

In 1997, Apple came out with a campaign called “Think Different” and it won an Emmy for Best Commercial in 1998.

“Protect Like a Mother”

Lysol came out with their campaign called “Protect Like a Mother”, featuring a mother protecting her children from animals.

“This Christmas the Best Gift is You”

In 2020, Coca Cola came out with their advertisement at Christmas time. 

With this, we have come to the end of this blog!

Emotional marketing is effective, and businesses must experiment with it for greater brand recognition and visibility.

Here is a guide for you on how different emotions can help your business:

  • Sadness develops empathy in people and triggers them to make useful contributions. Often NGOs use sad pictures to motivate viewers to make donations.
  • Positive emotions travel faster on social media and help brands to collect abundant shares and likes. Targeting happiness is a good idea for businesses to grow among the audience.
  • The element of surprise can pull viewers like a magnet and if the idea is captivating it can result in unbreakable brand loyalty.

Amidst different types of marketing strategies, emotional marketing happens to be the most successful in terms of gathering a genuine following.

With the above examples, big businesses can use human emotions to reach the heights of brand visibility.

However, it is not limited to the big and powerful, even small businesses use appropriate emotional marketing by giving viewers reasons to create memories.

Brand engagement is about forming effective strategies and executing them in the best possible manner.

If you are searching for productive ways to enhance the bottom line of your brand, then digital marketing is the right starting point.

Incorporating emotional marketing with the digital aspect can be the magic element your business needs.

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By: CustomHits Community Member

Mar 18, 2024
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