Why Emotional Intelligence Is Important In Marketing?

Savvy marketers of today work towards the human emotions in order to make that 'Connect' with their target audience and to create long-lasting relationships. For this, it is an essential fact that emotions play a vital role in consumer decision making.

Do you know the reason why many of the marketing campaigns fail? It is because many customers feel the disconnect between their favourite brands and their true needs. I guess many of you can remember that 'mother - and - child bond' ad of Horlicks. Don't you?

I am sure most of you can recall these emotionally stirring ads even today. But why? This is because of the immediate sense of connection the ad concept has established in all of us.

So, basically, emotional Intelligence matters a lot, by applying this to your marketing strategy it can help you a lot in communicating your brand message in a manner which is thoughtful and genuine. But, do you know how to apply it? Let's dive deep into this!

What is Emotional Intelligence and it's four pillars?

Emotional Intelligence is the capacity to be aware of the control and express one's emotions and to handle interpersonal relationships sensibly and empathetically. It is basically a combination of self-management, self-awareness, social awareness and relationship management.

There are four pillars of Emotional Intelligence and understanding all of them is super important.

1. Brand Consciousness

It explains the brand identity including its values, heritage, attributes and personality in a way that it connects with your target audience and differentiates itself from your competitors.

2. Brand Management

Giving relevant, predictable brand assets and experiences that captivates the target audience and address their needs and brand loyalty.

3. Customer Intimacy

Taking the authentic interest in the concerns, challenges, feelings, perspectives and needs of your customers and stakeholders to build an emotional connection.

4. Customer Engagement

Operating marketing campaigns while engaging in thoughtful, intentional and two way dialogues with customers.

So, these are the four pillars of Emotional Intelligence which are very important to understand. Whether people or brands, the most effective way to develop emotional intelligence is through unbiased curiosity.

Spend more of your time in learning, observing and in discussing what's on people's hearts and minds. If you do it in a non-judgemental manner then naturally it will increase empathy and emotional intelligence which ultimately leads to more relevant products and services.

What are the five ingredients to harness Emotional Intelligence?

Do you know who introduced the idea of emotional intelligence? It was introduced by the Journalist, Daniel Goleman. In his book "Emotional Intelligence'' he identifies five areas that contribute to emotional intelligence:

1. Check your level of self-awareness

Marketing with emotional intelligence is no different. It's very much natural to focus on the product or service you need to sell. But, the people whom you are selling cares more about who you are than what you sell.

So, knowing yourself is the key. Self-awareness is the first step to harnessing emotional intelligence in your campaigns.

2. Motivation

Every successful marketing campaign starts with a goal. When you create a goal, you establish your motive. No matter what your goal is, the primary purpose of your marketing efforts is to achieve that goal. But how?

The answer is by being genuine and honest about what you are trying to achieve, you can begin to think differently about what's in it for your audience. By understanding your motives you can dig deeper into your self-awareness.

3. Empathize with your audience

Empathy in marketing simply means putting yourself in your audience's situation. Instead of thinking about your motives to achieve a goal, you ask yourself what the audience cares about and by being empathetic, you will modify your message and how you deliver that sort of a message.

So, be more empathetic.

4. Self-Regulation

The best way to maintain emotional intelligence in marketing throughout constant change is to make sure that it is firmly rooted in your goals and strategies. Do make emotional intelligence part of your company's value and never waver.

5. Communicate like a human

It is the most important skills of all. When you communicate then your human personality comes through. So, make sure that it should not sound like a faceless business that is talking to its audience.

You need to be intentional with every piece of marketing to make sure your brand's human personality shines through. Learning good communication skills is super important.

So, these are the five ingredients to harness emotional intelligence. But, don't you feel what will happen if you use emotional intelligence to build your marketing strategy? Okay, let's see it in detail.

What are the benefits of Emotional Intelligence?

If you think that your marketing campaigns are hitting the mark then do think again! It is proven that only one in three consumers believe that their favourite brands truly understand them.

Yes, you read it very right. So, building a connection with your customers is more important than selling your products or services. Understand the difference!

Emotional Intelligence in marketing goes a long way:

1. It makes you memorable

There's nothing better than talking to someone who just gets you, who understands your biggest fears, challenges and somehow know the solution to your biggest problems.

I guess, everyone wants to talk to such a person. Isn't it! You can be that person for your customers too. Yeah, it can only be possible if you put more stress on Emotional Intelligence and if you become successful in it, then your customers will remember you beyond your products or services.

So, build an honest relationship with your customers and then everything just flows smoothly.

2. It inspires the action

If you put emotions then it naturally incites the actions. Your emotional centres are what drives your actions and decisions more than anything else.

If you want your customers to take action then make sure that you are tying that actions to an emotional trigger.

3. It keeps your customers around for longer

One of the biggest benefits of emotional intelligence is that loyalty is based on the emotional aspects of a relationship. If suppose you have a friend who always listens to your problems and helps you when you are in trouble then you can do anything for that friend. Haha! Isn't it?

Same goes for the relationships with your customers and clients too. If you will build an honest and genuine relationship with your customers then they will definitely become your long term customers.

So, these were the biggest benefits of putting emotions in your ad campaigns.

CONCLUSION

Using emotions in your ads greatly influences the buying process of your customers. No matter what emotional aspect you pick whether it's happiness, fear, blessings or trust the emotional triggers should resonate with and motivates your customers into taking actions.

Hone your emotions by putting yourself in your customer's shoes. This strategy will help you a lot as emotions works like wonders. So, focus on building an honest relationship with your customers rather than selling your products.

Thank you for reading it till the end. Hope you like it.

If you like it then do leave your valuable feedback in the comments below.