Allure of emotional marketing

Within the last decade or so, the marketing world has exploded with metrics and statistics. Marketers used to spend months planning the perfect TV commercial, only to wonder how many people actually saw it once it aired. Now, however, the digital world offers a range of targeting, tagging and tracking tools to tell you precisely what your customers are doing, where they are and what they might do next. Modern marketing is saturated with colourful banner ads and detailed infographics to encourage click-through and conversion. However, perhaps there is something more fundamental to the practice of marketing that is still being missed.

Novice marketers enthusiastically embrace the statistical and data-driven digital marketing philosophy, and with good reason - it is highly successful. However, buried deep in those meticulously planned TV commercials of old is an emotional resonance that cannot be achieved through a banner ad alone. Emotional marketing is not a new idea - it is fundamental to marketing. By definition, emotional marketing intends to stimulate and appeal to the consumer by affecting the way they feel. Joy, fear, surprise, sadness or anger can be triggered within the consumer with the underlying message that purchasing a certain product will respond to that emotion. This however, is only one of the many ways in which emotional marketing can be used.

Importance of emotions

From the horror stories around the camp fire to gossip over the garden fence, it is well known that humans are drawn to stories. This is because stories evoke emotion - even if those emotions are fear or grief, audiences still find them compelling. Stories with deep emotional impact make a lasting impression. Moreover, if you can tell a powerful story, your brand will make a lasting impression, too. Below is an advertisement for the Honda Accord that aired in 2011.

The commercial does a good job of listing all the exciting features of the all-new Honda Accord, so that the viewer sees the power and capabilities of the car, such as the emergency brake system. Now watch another advertisement for the same car that aired in 2013:

This second commercial does not attempt to list the brand new features, nor show off the car's power, but it has probably already won you over. You still find out about the emergency braking system, as in the earlier commercial - only this time, it is etched into your memory. The voice-over does not need to state that this is a comfortable car, because by following the story, you know it. The emotional story of a small family makes you feel immersed and emotionally involved with the brand and the product. This is the power of emotional marketing.

Emotional experience

The marketing landscape has changed drastically within the past few years, as the example above shows. The earlier style of blunt, direct advertising was effective and it did drive sales. Now, however, consumers are looking for something more - an emotional experience. In fact, recent studies have shown that emotional marketing is the best way to reach Millennials.

Most of the world's largest brands, including Apple and Nike, recognise the power of emotional content. Below are adverts for each of these companies.

Neither of these commercials mentions a product or brand name until the last couple of seconds. Instead, you are transported into an exciting new world through powerful visuals and emotive background music. Both commercials instil the feeling that you could become a part of this world by engaging with the brand - this is the emotional experience that drives consumers.

Emotional loyalty

Both Apple and Nike have large, loyal fan bases. This is a well-known and highly desirable side effect of emotional marketing. When you address consumers' emotions, you are creating a special bond with them. As 602 Communications puts it, "The brand transcends mere product status and becomes a friend." This is when the consumer starts to identify with your brand's views and priorities and to invest in your activities.

For example, Apple's worldwide fan base now anticipates each new product and expects to admire it. Some of their customers even pre-order new releases before they have been reviewed. This is because they have come to believe that the brand understands their needs and therefore trust it to deliver - or even decide - what they want. This demonstrates just how powerful emotional marketing can be.