Emotional marketing and the feelings it can provoke

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Emotional marketing appeals to the consumer's feelings and sensations in order to create an emotional bond with the brand.

This sales strategy seeks to connect with people and make them feel that the brand is close to them, even their own. Its objective is for consumers to identify with the brand's personality and its behavior, triggering an emotional reaction (usually positive).

Emotional marketing can be used to mobilize people to purchase a product or service, to attract new customers or to retain existing ones.

But what role do emotions play in all this? Why are they so important in marketing?

I'll tell you.

Why is emotional marketing important?
When we analyze user behavior on social networks, the first thing we usually do is observe the number of conversations on a specific topic.

We track what is being said about our products/services and our brand, as well as any positive or negative comments that may exist.

But to conduct a deeper analysis of how your audience behaves, it is necessary to go a little further and qualitatively analyze the emotions and implicit feelings that users feel when they share their opinions online.

Emotions must be valued as they really deserve, since they play a fundamental role in the relationship between consumers and brands.

What are the characteristics of emotional marketing?
Emotion analysis in marketing will help you better understand your audience.

When making decisions about your brand strategy, you need to understand the motivations behind your customers' purchasing decisions.

Most of their decisions are made based on how they feel at that moment , at the moment they buy, not on logic.

This makes emotions a fundamental element in marketing.


Your audience doesn't buy your products/services, they buy the promise of how they will feel when they use them. Because users are looking to fix their problems and improve their lives through the products/services they buy.

The importance of emotions and brand loyalty
To create a successful marketing campaign, you don't need a big budget, but rather a very good strategy.

We only remember what makes us feel, what awakens one of our emotions, so we must take advantage of emotions to help users remember our brand.

An increase in mentions of your brand on social media is a good thing, as long as your messages are positive too.

In fact, keeping track of changes in sentiment towards your brand, monitoring e email list australia verything that is said about it, will allow you to react quickly to any crisis on social media.

Feelings and emotions make people share posts.

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If we are happy or unhappy with a brand, company or service, we use social media to express how we feel.

Emotions in marketing play a vital role in helping users connect with brands in a personal and human way.