The world of advertising has always been linked to the world of emotions.
Infatti, if you think, since the advertisements in newspapers to the commercial on television, the emotional impact that advertisers seek to achieve is increasingly evident. We are talking about Emotional Marketing o emotion marketing.
Emotion drives action
Il modern consumer it is no longer simply looking for a product that satisfies needs, instead look for a product that stimulates a sense of belongingto a certain group, a emotional connection with the others consumers of the same good.
In a very competitive market like the current one, infatti, it is not difficult to find every type of product; but why choose one over another?
Let's take an example.
Apple has created a product, l’I Phone, which sells at very high prices compared to the competition, yet from the release of the first product Apple to date, the new model is always highly anticipated by consumers.
The Californian company does not sell a simple cell phone, sells a social status and sharing certain values.
Just think that a latest generation mobile phone can last potentially 4 years before it starts to be obsolete.
The consumer who feels part of that status symbol It is brought, precisely guided by his state emotional, to always buy the new model every year, well before theirs is actually to be replaced.
This is a classic example of emotion marketing.
The emotion in digital marketing
As you can imagine, in the digital world in which we are continuously overwhelmed by advertising, the role of emotional marketing becomes central.
To get the attention of a possible consumer or customer, infatti, it is no longer enough to show the product or its qualities, you need to create content that involves the emotional sphere of the user and through it become a reference point within your market niche.
The consumer no longer wants to feel disconnected from the market, wants to be an active part of it by feeling involved. Here it is essential for companies to feel closer to their own customers from the human point of view and the most effective method is there’empathy,pt.
Present Day, to sell a product or service, a company must always put itself on the same level as its target and think and act as consumers would; it must connect with their needs, their feelings and values, and guide the customer through them.
The higher the intensity of the connection created between brand and consumer the greater the possibility of conversion to the purchase of a specific product or service.
And’ so that sharing high emotional content plays a fundamental role in an era in which the shopping experience is more important than the product or service itself.
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