The art of storytelling: how we create narratives that captivate and inspire.
Do you want to build strong customer loyalty and generate additional sales? Find out here about the concept of emotional marketing and its benefits.
The human being is a complex creature, balancing reasons and emotions. When making a decision, external arguments sometimes come into play. When emotions run high, people may act spontaneously, without taking rational arguments into account. It should be noted that within our brain, the 2 elements are quite separate and do not function simultaneously.
This is a real opportunity for brands, which have noticed that they can use emotional marketing to encourage the act of buying. By generating a strong emotional response, the brand name stays in the consumer’s mind: the more impactful it is, the more people will remember it and become attached to it.
One example is the E-Leclerc brand, which takes action every year with “Let’s clean up nature”, where it makes a commitment and is followed by consumers for taking a stand. “Café grand-mère” is another example: the brand focuses on the family and uses it to touch people and make them feel positive emotions. Another example is the “Kiri” brand, where the innocence of the children makes parents fall in love.
Emotional marketing is therefore an interesting principle for both parties: it makes customers happy, but it also enables brands to increase their sales! There are a number of tools to be used in this context: video (with images and sound), beautiful photos (particularly for social media campaigns), storytelling (bringing a story to life and being transported), and influencers as brand ambassadors (a fan will tend to appreciate the product they represent). Blogs should also not be overlooked, as Internet users are more likely to share an article they like.
There is a link between emotional marketing and digital marketing that should not be overlooked. Incorporating emotional marketing into your digital marketing strategy will drive more traffic to your site and improve your visibility.
As part of this strategy, it’s essential to focus on the customer and design a web marketing strategy that offers the ultimate experience throughout the customer journey. Understanding the customer’s booking journey will enable you to empathise with them “before, during and after their stay”. The idea is to get to the heart of the customer’s needs, limit their frustrations and engage them in conversation at the right time. Understanding this pattern will guarantee you a better ROI.
In this ultra-connected world, consumers need to feel unique.
