The 3 Most Important Pillars of Emotional Marketing for a Brand
Posted: Mon Dec 23, 2024 10:39 am
Competition between companies is becoming increasingly fierce. Products and services are becoming more homogeneous every day and companies must find a way to stand out from the rest. Emotional and Experiential Marketing is one of the best ways to achieve this goal, but what does it consist of and how can it be applied to a brand?
On April 14, 2018, we celebrated the 2nd edition of the PRO mobile phone number database australia Marketing DAY event , organized by Aula CM, in which we enjoyed the presence of more than 20 experts from the sector who addressed the most current topics in terms of Digital Marketing.
Among them, we have the presence of Gemma Fillol , an expert in emotional and experiential marketing, to discover the wonders of this branch of marketing and invite us to captivate and enamor our clients through fully applicable concepts and ideas.
Here is a summary of the presentation:
Emotional Marketing and Brands
What is emotional marketing?
To put things into context and learn a little more about this trend, let's review what emotional marketing is.
Emotional Marketing, in generic terms, refers to all those communication strategies aimed at establishing an emotional relationship between the brand and the consumer. However, Gemma gives us a definition that is much easier to recognize, easier to connect with, easier to “feel” – never better said.
According to Gemma, emotional marketing is that marketing that is felt, that excites, that impacts, that connects with you.
“Emotional marketing is that marketing that is not seen but is felt”
How does the consumer brain work?
In her presentation at PRO Marketing DAY, Gemma begins by talking about how we buy.
According to studies, up to 95% of purchases are made from the stomach and the heart.
What does this mean? That when we buy, we do so out of emotion. And, although we believe that in most cases there is a justification behind it, this is not the case.
Emotional and Experiential Marketing - Gemma Fillol
It is our brain that is responsible for justifying each purchase. But we are wrong, emotion is much stronger and is what moves us to make it.
We are constantly receiving impacts in different ways: impacts in the form of images, colors, sounds, energy, words… And our brain is capable of attributing those images to a certain concept in less than 7 seconds .
That is, in this very short period of time we are able to decide whether the impact received connects with us or not.
On April 14, 2018, we celebrated the 2nd edition of the PRO mobile phone number database australia Marketing DAY event , organized by Aula CM, in which we enjoyed the presence of more than 20 experts from the sector who addressed the most current topics in terms of Digital Marketing.
Among them, we have the presence of Gemma Fillol , an expert in emotional and experiential marketing, to discover the wonders of this branch of marketing and invite us to captivate and enamor our clients through fully applicable concepts and ideas.
Here is a summary of the presentation:
Emotional Marketing and Brands
What is emotional marketing?
To put things into context and learn a little more about this trend, let's review what emotional marketing is.
Emotional Marketing, in generic terms, refers to all those communication strategies aimed at establishing an emotional relationship between the brand and the consumer. However, Gemma gives us a definition that is much easier to recognize, easier to connect with, easier to “feel” – never better said.
According to Gemma, emotional marketing is that marketing that is felt, that excites, that impacts, that connects with you.
“Emotional marketing is that marketing that is not seen but is felt”
How does the consumer brain work?
In her presentation at PRO Marketing DAY, Gemma begins by talking about how we buy.
According to studies, up to 95% of purchases are made from the stomach and the heart.
What does this mean? That when we buy, we do so out of emotion. And, although we believe that in most cases there is a justification behind it, this is not the case.
Emotional and Experiential Marketing - Gemma Fillol
It is our brain that is responsible for justifying each purchase. But we are wrong, emotion is much stronger and is what moves us to make it.
We are constantly receiving impacts in different ways: impacts in the form of images, colors, sounds, energy, words… And our brain is capable of attributing those images to a certain concept in less than 7 seconds .
That is, in this very short period of time we are able to decide whether the impact received connects with us or not.