Get the Tissues: How to Add Emotion to Your Ad Campaigns


If you don't already know, today's consumers are more knowledgeable and eager to learn than ever. Furthermore, they are constantly bombarded with ads. In the crowded marketing industry, your customers’ journeys must start from within to set your company apart, with a tug on their emotions. 

Emotions significantly influence consumers’ attention span and purchase decisions, and marketers may manipulate them to their advantage. The unspoken but powerful undercurrent should be emotional marketing when it comes to digital marketing. In advertising, 31% of dynamic ads with emotional triggers receive engagement, compared to just 16% of rational ones.

What is Emotional Marketing?

Emotional marketing is precisely what it sounds like. It is essentially digital marketing that appeals to your target audience's emotions to persuade them to pay attention, remember, share, and purchase your product or service. Emotional marketing usually focuses on one emotion, such as joy or sorrow, anger, or fear, to elicit a client response. You must express the emotion you want to evoke in your prospective clients and customers, just as you must define your marketing objectives. For example, how you connect with your target audience directly impacts marketing success.

Emotion Marketing Campaigns Elicit Action

According to Antonio Damasio, a professor of neuroscience at the University of Southern California, "Emotion is a necessary ingredient for every decision." This codependent connection between action and emotion makes digital marketing based on emotion so effective when used to influence a variety of behaviors.

Being able to inspire others increases brand exposure. If positive news is hyped, it spreads quickly. Positive content spreads more rapidly than disturbing content. It's like a child's "social smile." We prefer to discuss what makes us happy for others' happiness. Alternately, the generosity of depressed individuals is another example of emotionally compelled action because they tend to connect when they have related feelings. 

Enraged or passionate individuals are more likely to stick to their guns—thousands of likes and comments on Facebook. Social media is used to express rage, passion, and anger, which increases virality.

Fear increases brand loyalty. Advertisers avoid the term "horror" due to its negative connotation. This is not true, contrary to popular belief. When things go wrong, people place tremendous trust in you because you are the sole source of light.

Empathy increases one's capacity for generosity and compassion. Dark photographs and sad music frequently accompany ads soliciting ASPCA donations. Envy motivates individuals to perform good deeds, such as charitable giving.

Steps for Making Emotional Connections 

To have an effective ad campaign that evokes emotional responses, remember that not all your marketing efforts should be focused on making people happy. According to the Institute of Neuroscience and Psychology at the University of Glasgow, humans have four basic emotions: pleasure, sadness, fear/surprise, and disgust/anger. Before you start writing, think about how you want your readers to feel. This knowledge will help you improve your copywriting, design, photography, and music.

Determine your customers' most important motivators to understand their feelings. Consider spending more time and money identifying the most critical motivators in your niche and target market. Even if customers can't always articulate exactly what they want, it's vital to meet their needs. Learn what your customers value, whether it's uniqueness or belonging. And don't forget to use it. 

Do not underestimate the influence of other factors. They may help you better understand your customers' thoughts and feelings. If you know what motivates your customers, you can use emotional connections as a marketing tool. This strategy must include marketing, customer service, and product releases. The power of the story is undeniable in this context because a good story is easily shared. 

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