Connect with us

Hi, what are you looking for?

Online Business Success

Have Brands Forgotten About The Importance Of Emotion In Marketing?

Molly Baker, CEO & Founder of Indie Consulting.

The Digital Age has brought us information and technical sophistication, unlike anything we’ve seen since the Industrial Revolution. Data, at large, has been globally democratized through the internet, thus giving us information and resources at a faster speed than ever before. This has allowed us to create technical solutions that solve every issue, from on-demand grocery delivery to monitoring our sleep quality each night.

It’s impossible to escape the idea today that to be successful in business, everything must be “data-driven,” “automated,” and “supported by technology.” Don’t get me wrong—I love having numerous data points easily available to support an argument or strategy, and I heavily rely on numerous tech solutions to run my business and provide the best work possible to our clients. Where would we be as a digital marketing firm if we didn’t have access to the data and tech that is so easily attainable today?

While there are so many pros to working in marketing during this age of information and technology, it’s easy to forget about the importance of emotion. Marketing, at its core, is about appealing to human emotion. Even if you do not work in marketing, humans are always marketing themselves through their beliefs, thoughts and decisions. Sure, pricing, promotion and product placement are helpful for brands, but to truly build, grow and nurture a brand, emotion must be involved.

At my company, our goal is to take an empathetic approach to marketing. We are constantly asking ourselves: How will audiences react to this message? What will it make them feel? Are we inspiring, educating or motivating them to continue their journey with the brand? How can we learn more about their needs, responses and feelings?

Advertisement. Scroll to continue reading.

Adidas’ recent (and highly talked about) sports bra campaign was an example of taking an empathetic approach to marketing. The company listened to its consumers, identified a need and communicated a solution that elicited a handful of emotional responses: surprise, delight, anger, curiosity, relief—the list goes on.

Marketers often support a variety of different clients who communicate with a variety of different consumers. Improving your emotional intelligence is something you need to constantly strive to accomplish. For my own team, observing, listening, identifying and intentionally communicating is the foundation of our work. We work to improve our emotional intelligence in two ways, and your marketing team can do the same.

1. Conduct regular analysis of consumer reactions to any and all work that you do. Do this, whether it’s a new website launch or influencer TikTok campaign. The biggest challenge is finding ways to understand the data through an empathetic lens by asking yourself, “If we were the consumer, how might this resonate with us?”

2. Find ways to challenge yourself and your teammates to be in constant pursuit of self-improvement. How can you better understand others if you are not working to better understand yourself? During quarterly company meetings, my team, for example, conducts and participates in different workshops to help us clarify our values, purpose, weaknesses and strengths.

It’s easy to get lost in the swirl and pressures of data and technology today. Whenever this happens, I stop and ask myself, “What would Don Draper do?” Think about all the marketing ideas that were showcased in Mad Men pre-big data and technology. But in all seriousness, the best marketing ideas are often the simplest and almost always tap directly into human emotion. Despite the looming metaverse and mass adoption of virtual reality experiences, we are still humans, after all. And what makes us humans? Our emotions.

Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?

Source link

Advertisement. Scroll to continue reading.
Click to comment

Leave a Reply


Top Stories

As the market continues to mourn over losses on the Terra (LUNA) UST and LUNA debacle, DEI, a stablecoin used as a collateral mechanism...


What you need to know Pokémon HOME is a trading and storage service offered on Nintendo Switch and phones. Laste week we learned that...

Top Stories

Winston Churchill’s statement to “never let a crisis go to waste” can be applied across many aspects of society, including the recent carnage seen...

Top Stories

Bitcoin (BTC) bounced 19% from the $25,400 low on May 12, but has investor confidence in the market been restored? Judging by the ascending...


Apple is expanding one of its child safety features to four more countries with its latest software update. Earlier today, the company released iOS...


Developers now have an easier way to increase the price of their subscriptions. In an update on the Apple Developer website, Apple has announced...


You May Also Like


Introductions get a lot of attention. I’ve explored the topic of how to write them even though as a reader, I always skip them....

SEO Guide

There are all kinds of pictures of the world on the internet, but to find one of these specific pictures that you want to...

Online Business Success

The internet is now our nervous system. We are constantly streaming and buying and watching and liking, our brains locked into the global information...

Online Business Success

You can think of link building in many ways. I like to call it tedious, painful, and a test of patience. It’s also necessary...