By nature human beings are emotional beings. Most people think that the choices they make must result from a rational analysis of available alternatives. Certainly this is not always the case. However, emotions greatly influence and, in many cases, even determine the decisions we make.
As a marketer are you determined to increase your market share? Then you need to understand the psychology of consumer emotions ( personal feelings and experiences) and use it to win over your customers.
Emotional marketing is simply the ability to communicate powerfully through the use of different techniques that evokes emotions. Marketers can build their brands value through innovation, simplicity, and even appealing to the senses, but the challenges is to enrich the stimulus in the message so that it sticks in the long term memory.
Emotional marketing have a significant impact when the consumer experiences a strong and lasting attachment to the brand: it is successful when it triggers an emotional response in the consumer.
Customers want to feel a sense of belongingness and emotional association with a particular brand. They not only want to satisfy their needs but also to feel cared for. You find people having stickers of certain brands in their cars and feeling good about it, this is because of the emotional attachment they have with that brand.
While doing advertsing and promotions a marketer should try to use images, colours, words, and even sound effects that create that emotional attachment. Those messages should convey a feeling of emotional nourishment.
By John Muchiri
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