Why human marketing matters more than ever (and how to implement it)
How valuable is emotional, human to human marketing? In short, incredibly. So, we’ve decided to take a closer look at why emotional marketing is more relevant than ever.
As consumers, we may not necessarily be conscious of the emotions we experience when making a purchase. For example, we may notice that we’re having fun or feeling happy when we indulge in a little retail therapy, but it is easy to experience these emotions without explicitly linking them to the marketing of a product.
In recent years, it has become easy to detach ourselves from the world around us. While technology - especially during the Covid-19 pandemic - has allowed us to be closer to one another than ever before, it has also created a disconnect that can be difficult to overcome.
Communication is key, from start to finish
No matter what industry you work in, your customers and clients will undoubtedly expect a certain level of communication. This trickles through the foundations of your business, from stakeholders and supply chains, to employees and therefore, your customers.
If the last 18 months have taught businesses anything, it’s that investing in relationships and safeguarding that bond can encourage customer loyalty in even the toughest of times.
Emotional marketing strategies for the future
While the pandemic has certainly caused a knock-on effect for businesses of all sizes, the?lessons learned?will very much remain and mould marketing strategies that connect now, and in the future. When marketing becomes relatable and emotional, it naturally forms an immediate bond with its recipient.?
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Carswell Gould’s Managing Director, Gareth Miller says,
“Really successful brands understand the world is populated by living, breathing humans who are governed by their emotions. If your brand doesn’t connect with your audience on an emotional level, you’re limiting its future success.”
How to connect more with your customers emotionally?
While we may be marketers at heart, we are also consumers in our everyday lives. Unfortunately, this two-sided understanding can often get lost when marketing creatives seek ways to connect a product or service with its intended audience.
During our?#showsomelove?campaign, we surveyed marketing managers in the industry to gain an insight into what marketers need to do better to incorporate emotion in their communications.