Offer sensations and feelings to offer products to the consumer. Most purchasing decisions are based on emotions and create an emotional connection with the consumer.
The sale of products has evolved over time, through different stages, from the inertia of sales in the years after The Second World War, through the creation of commercial or commercial services, to the creation of marketing strategies, focused on the discovery of the needs of the market and then its satisfaction. And it is now that, in addition to being able to see a substantial change due to full access to existing information, the products are no longer sold or purchased without feeling. We buy emotions.
- Generating more interesting and emotionally intense experiences is a challenge for companies to promote their products.
Emotional marketing has recently emerged as this area of knowledge aimed at mobilizing people, their feelings, values and emotions, with the aim of creating attitudes and actions favorable to a certain product, that is, emotional marketing analyzes the emotions to be satisfied in order to satisfy them. to propose and sell later, it seeks a strategic positioning, a place in the mind of the client or the consumer, trying to conquer their emotions, so companies create expectations in people through the creation of spaces based on sensations.
Recently, it has been stated that, in almost 99% of cases, we buy a product as a result of an impulse, a feeling or an emotion that is only partially justified, so there is an emotional announcement that plays with the creation, in the consumer, of an emotional motivation, assuming, today, a communication tool through which the brands of their competition differ by the emotional path; to achieve this, a company’s approach follows several steps such as identifying consumer desires and needs, with the aim of establishing a relationship between its interests and the intangible properties of the product, as well as a communication strategy capable of positioning the product under these previously identified emotional concepts, also taking into account the fact that there are significant discrepancies between tangible and intangible attributes. of this product do not occur.
Faced with the emergence of emotional marketing, advertising based on the empowerment of the benefits of the product is falling behind, since today almost all products offer similar benefits, so a step has been taken towards the proliferation of emotional advertising, highlighting above all the values associated with the desires, aspirations and longings of internal consumers. The secret, therefore, lies in the creation of emotional relationships.
The products of the future will attract our hearts and not so much to our minds, and the company will answer the question: I have a customer, how can I help you?
Economists and scientists study the behavior of the individual on the grounds that the human being is emotional, and companies move him to the field of purchasing decisions, and this is where a new discipline called Neuromarketing arises, based on the study of the brain in understanding. of the unconscious model that governs the purchasing process, through which, according to experts, consumer attention is captured by the creation of images that move it, not by rational arguments; Thus, the more intense the emotion created, the more neurological the connection of the consumer’s brain and these neural networks is enhanced with advertising, in this sense, brands and companies seek to meet expectations with products capable of reaching the heart, so it is necessary to know how they think, what they feel and what sensations can be provoked in the consumer to evoke their dreams.
That is, emotional marketing strategies propose that, to make a mark on the consumer, it is necessary to provide stimulating networks based on pleasure and well-being, accompanying the individual in special and unique moments and situations, finding the difference one brand to the other in feelings.
Image courtesy of Guillermo Jauregui.