A long-time challenge for marketers has been how to get customers and potential customers emotionally engaged with their companies, products, and brands. Today, this is especially challenging — there are more social engagement tools than ever before (which can be an aid or a hindrance).
As Martin Jones writes for Business 2 Community: “Emotional engagement is the key to content marketing success. People discover and share information, videos, pictures, and other types of media constantly. Assuming that all content starts out equally however, viral content seems to take on a life of its own, rapidly spreading among the masses in much the same way as a real virus does among people. With content marketing, the message is the virus, the carriers are your audience, and a strong emotional connection to the message is the catalyst. Eliciting an emotional response is an essential element of all successful viral content marketing campaigns. It’s human nature that people want to share the experiences that stir their emotions by communicating them to others. When people develop strong, deep feelings like surprise, anger, fear, disgust, sadness, and joy around an experience or message, social sharing becomes impulsive.”
Click the image for tips from Jones about how marketers can capitalize on positive emotional engagement.
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2 Replies to “Emotional Engagement: A Key to Marketing Success”
This type of marketing also comes in the form of a catchy song in a commercial or catchphrase.
To extend on what i already have said. the best and most successful commercials were often ones with a catchy song or anything memorable. However, just because a customer may have emotional engagement does not mean that they are going to purchase the product or even determine its success. For example, Sundrop soda had a commercial with a girl doing a funny dance wearing a shirt with the sodas logo, this commercial made people laugh but it was highly unaffective in the sales of the soda brand.