Does Emotional Marketing Matter in Digital Marketing?
Are humans’ rational or emotional beings? This debate has been ongoing for many years now. These arguments keep swinging back and forth but at the face value, they do favor the premise that humans are more emotional than rational. The oldest part of the human brain which is a core operating framework of the brain is only triggered by emotion. When emotion is not activated the old brain will be in a sleep mode hence making becomes a more complex process for the brain. The natural tendency of humans is to align with things that appeal to our interest, focus, pursuit, or passion per time. When such things are in place our decision-making journey is faster. In addition to this, the brain operating principle is survival and the thought of life or death keeps the brain emotionally charged. This plays out easily in human relationships when we meet someone for the first time we subconsciously class them as either is friends or enemies. Hence it is easy to connect with someone from the same place, the same school of thought than another person from an entirely different school of thought. With this background fact, we should also realize that humans have to keep developing their brain over the course of time, with civilization man has to seem to ensure that all emotional decisions are logically justifiable
Marketing with this fact that humans are an emotional bundle wrapped in a rational bubble helps us to design our marketing communication to touch these parts of man.
Several pieces of research have been conducted to evaluate the impact of emotional advertising on consumer buying patterns. The results have been consistently established that putting emotion in focus when advertising affects the buying pattern of the consumer. Advertising research showed that emotion influence the likelihood of customers to buy by 3-1 for TV commercials and 2-1 for print commercials. Further studies have shown that people rely on emotion rather than information to make their choices when it relates to our brand. Thus is established that the emotional response to an advert has a more compelling influence on buyers than the content of the advert. One of my all-time best adverts is the “SHARE A COKE WITH”’ ad. This ad we know uses people’s names like sharing a coke with Victoria. This lead to massive viral marketing where individuals were now actively marketing Coke on there own. The outcome of the ad global exceeded Coca-Cola expectation, 250million bottles sold in a 23million population, Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. Queues in Coca-Cola kiosk where people were requesting for their names to be printed. People personalized the ad.
It is a long established fact that retail locations Atmospheric marketing have shown to be a compelling marketing strategy. Efforts have been put in place to ensure that the designs in the buying environment elicit specific emotions that will improve the purchase from the customers. An example of this is what happened close to my base in Lagos Nigeria, We had these fuel/gas station that very few persons visit. It was taken over by another management, which employed an atmospheric marketing approach, The outcome was impressive that fuel station suddenly started having vehicle queues. I was even tempted to drop by to buy fuel there not primarily because I don’t have other options but because of the atmospheric design.
How do we employ this when marketing online? We will be evaluating some examples.
Actually, Atmospheric Marketing influences our feelings and purchasing choices the same amount of in the computerized world as it does in reality.
In Effects of Web Atmospheric Cues on Users’ Emotional Responses in E-Commerce, analysts Hong Sheng and Tanvi Joginapelly found that sites with a more grounded passionate effect delivered a more prominent goal to purchase.
In the examination, subjects were solicited to discover a couple from tennis shoes from three unique sites with fluctuating degrees of climate and intuitiveness.
Utilizing Russell’s Circumplex Model, a strategy that has been utilized to quantify enthusiastic commitment for retail purchasers for various years, specialists could contrast this current test’s information with comparative investigations that have occurred in true conditions.
“Online shoe stores were picked on the grounds that they commonly sell comparable items; in this way, member’s buy choices were relied upon to be impacted less by the plan highlights of the items than by the website composition and web air prompts.”
Specialists gave three sites low, medium, and high intelligence and air characteristics and checked subjects understudy enlargement, skin reaction, and pulse just as requested that members round out a poll a while later.
What they discovered was that as intuitiveness and climate expanded, members turned out to be increasingly drawn in and intrigued.
What’s fascinating however is the Medium Interactivity and Atmosphere site additionally had the vast majority on the fulfilled side of the graph, showing that an excess of intelligence and air might be overpowering
Another outstanding example of this is the popular email marketing platform Mailchimp. in 2008 Mailchimp recruited User Experience planner Aaron Walter and logo creator Jon Hicks to give the MailChimp experience the benevolent vibe we’ve generally expected from the brand.
Mailchimp slogan is “We make email advertising amazing, simple, and fun”
While that may have been a genuine proclamation about the item, there’s next to no on that point of arrival that shouts “fun” or “simple” since it looks fundamentally the same as numerous other email suppliers at that point.
Through the span of a year, Aaron acquainted a few changes with Mailchimp’s back end – like including a shading picker for text, Color Themes, HTML Editor and that’s only the tip of the iceberg.
Around a similar time period, the Mailchimp’s Mascot Freddie von Chimpenheimer got a fun update. After the update, Freddie fired springing up in various territories of the site, giving amusing statements in the dashboard, making 404 pages increasingly silly, and on the sign-in screen to invite guests.
This may appear to be a little thing, however, the center bringing this well disposed of, inviting experience to the bleeding edge was the impetus for Mailchimp’s most significant development spray. It couldn’t be any more obvious, Mailchimp had just been around since 2001 and it took them from 7 years to arrive at their initial 10,000 clients.
It was only after focusing on the customer’s emotional experience, they grew from 10k customers to 60k customers in 2009, then from 60k – 350k in 2010, and eventually to the point where they were adding 5,000 new customers a day (adding 1.4 million customers total) in 2012.
Yes, there were other factors at play like the addition of new products and increased marketing efforts, but these things wouldn’t have paid off nearly as well without the emphasis on creating a fun, friendly experience first.
In addition to Atmospheric designs do emotional integration in an article or content affect the consumer behavioral pattern online, A study was conducted by Jonah and Catherine of the University of Pennsylvania on what makes online article goes viral and the outcome re-emphasize the effect of emotion in the course of action a consumer takes online. Utilizing a one of a kind dataset of all the New York Times articles distributed over a multi-month duration, the writers look at the connection between basic effect (i.e., the feeling evoked) and whether a substance is exceptionally shared. Results propose a solid connection among feeling and virality, however, shows that this connection is more mind-boggling than minor valence alone. The positive substance is progressively popular (than negative substance), as is content that moves stunningness. In any case, while the pitiful substance is less popular, outrage or nervousness prompting articles are both bound to make the paper’s most messaged list. These outcomes hold controlling for how astounding, fascinating, or basically helpful substance is (which are all decidedly connected to virality), just as outer drivers of consideration (e.g., how unmistakably articles were highlighted). The discoveries shed light on why individuals share online substance, give understanding into how to structure powerful popular promoting efforts, and underscore the significance of individual-level mental procedures in molding aggregate results.