Before we address the question and look at 2 well-known examples from practice, I would like to take a brief look at neuromarketing.

Neuromarketing - The basis of emotional marketing

Neuromarketing is a field of research that deals with the use of emotions in marketing, examining how the human psyche reacts to certain marketing messages and what emotions they evoke. These findings can help to understand the effect of marketing measures and thus increase the effectiveness of marketing campaigns.

Since the use of emotions in marketing increases the effectiveness of marketing and emotions play a role in 95% of all purchase decisions, it is essential to understand the emotions of your target group and to trigger them correctly.

How can emotions be used in marketing?

Emotions are already being used successfully in many areas of marketing. However, many companies do not understand how to use emotions in a targeted way to reach their target audience. Some of the most successful campaigns use emotions to capture the attention of the target group and move them to action. In doing so, it is important to send the right emotional message to the target audience. Emotion is a powerful relationship builder. People buy from companies they like and think companies like them. To achieve this goal, companies can use various methods to trigger the emotions of their target group.

This includes: - Meaningful images and videos - Emotional storytelling - Unique messages - Authenticity

Positive or negative - which emotions are best for the brand?

Whether they use positive or negative emotions depends on the goal of the company and the target group. In any case, authenticity is crucial. The emotions must fit the brand and be credible. Even if there is no universal rule, some guidelines can be laid down. For example, positive emotions can help strengthen the bond with the brand and increase customer loyalty. Negative emotions, on the other hand, can cause customers to distance themselves from the brand. Ultimately, each company must decide for itself which emotions best suit the brand. The important thing is that the decision is made consciously and that the emotions come across as credible.

The role of social media in emotional attachment to the brand

Loyalty is an emotional bond based on appreciation and trust. For brands, this means that they must not only offer their customers products or services that they want, but also build a relationship with them. Social media play an important role in this. They enable brands to get in touch with their customers and engage in a dialog. In this way, they can find out what they want and need and tailor their offerings accordingly. Social media can also help strengthen the emotional bond between brand and customer. After all, people who can identify with a brand and have had a positive experience with it are more likely to recommend it to others and remain loyal in the future.

The use of emotions in marketing in practice

The emotions we develop when interacting with other people also play a decisive role in our purchasing decisions. If a product or brand has a positive emotional appeal to us, we are willing to spend more money on it and are also more likely to buy the product. A study by emotional marketing expert Brianne Cadwell of the University of British Columbia showed that positive emotions in marketing can increase sales by up to 31%. In practice, this means that companies that evoke positive emotions in their marketing campaigns are more successful.

Examples of successful campaigns that arouse positive emotions:

Coca-Cola: The Christmas campaign is an eye-catcher every year and awakens joy and anticipation for Christmas. Here, the company's own product - which is truly not healthy - is also positioned as something good in the memory through the skilful use of already established positive emotions.

This is generated by the positive associations with Christmas and Santa Claus. 

From our point of view, it is impossible to imagine marketing without the use of emotions. Emotions are an essential part of the human experience and have a major influence on our purchasing decisions. If companies arouse the right emotions, they can achieve an important competitive advantage. 

Are you interested in emotions in marketing? Would you like to emotionally charge your brand? Then get in touch with us.