22 Oct Emotional Marketing That Serves Your Audience
I’ve been talking about information overload since IdeaViews first began, and it’s only getting worse. TV, smartphones, news feeds, video… no wonder we all have ADD. As marketers, it’s a delicate balance to give consumers just enough information to make them feel seen and understood, without overwhelming them to the point of becoming numb, passive consumer that buys out of convenience, not true preference.
Consumer bombardment is not the way. It’s time to give the focus groups a break and use our marketing intuition to reach our audience in a way that really matters to them.
Emotional marketing, if authentically done, will attract new customers and keep the old ones happy at the same time! How do you achieve this?
No more shaming. Those dog shaming photos on Facebook are amusing, but guess what? Consumers don’t want to feel bad for their imperfections. They don’t want to feel like they are worthless or a failure if they do not employ your product or service. It’s truly time to serve the consumer, and we need to communicate that in our marketing.
Court, don’t stalk. You want your clients to feel special, like they matter, but you don’t want to bombard them to the point where they just walk away. Sending constant newsletters, surveys and follow-ups may be overkill. Instead, focus on less frequent communications with information that is actually useful and valuable.
Listen, don’t predict. It’s easy to use studies and your company’s internal ideas to create the next product or service for your customers, especially if you’ve been in your field for a long time. But it’s not about you – listen to them. Listen to what they want, what problems they need solved. Using surveys and social media can help you cater to the exact, real-time needs of your audience.
Our world is moving towards a more aware and evolved conscience, and the role of marketers and advertisers becomes more important in developing and supporting strategies that reinforce this. We need to use an intuitive and perceptive approach while focusing on individuality and personalization. That’s emotional intelligence, without the overload.