CMO Axis

#Emotionmarketing #Emotionanalytics

#Neuromarketing #Campaignmetrics #Superbowlad

Dear Marketer,

A commercial on TV shows a child dip into a container to pull out a sweet treat, while the mother cooks in the background and keeps a watchful eye on the child. A wave of nostalgia washes over you. A flurry of good memories floods your mind and before you know it, you have subconsciously connected with the brand in the advertisement. More than likely, when you are in the store the next time, you will reach for this brand that evokes all the warm and fuzzy feelings. Welcome to the world of emotional marketing!

Emotional marketing is the ability to connect with your target audience in a powerful way, using techniques that evoke strong emotions. Studies show that people rely on their emotions - more than on information - to make their purchase decisions. This means it is not enough to highlight the features of your product or service. You must create an experience that appeals to your customers’ emotions.

Whether you are a Fortune 500 company or a newly founded startup, your best bet to standing out in the clutter is to build an emotional connect with your consumers. This week’s newsletter is therefore geared towards understanding the nuances of emotional’ marketing to help you increase brand awareness and drive sales.

#Emotionmarketing: If you don’t want to be a boring or forgettable brand, here’s what you need to do: Help your customers ‘feel’ it.

Rational thought does not steer customers towards buying decisions as much as emotions. The goal of all brand messages is to evoke certain emotions in the target audience. We are not just talking about positive sentiments. Even negative feelings like fear and anger can drive a purchase decision. Here is how you can leverage emotions in your marketing messaging to create long-lasting connections with your customers.

#Emotionanalytics: Emotion analytics can help you tailor your brand messages for greater impact

Yes, you read that right. There is such a thing as emotion analytics! It measures visceral reactions of customers when they are exposed to your brand messages. With emotions driving 90% of our purchasing decisions, emotion analytics helps analyze emotional responses and convert the data into actionable metrics. Find out how you can use technology to gauge customer reactions to your brand and harness it to make positive changes.

#Neuromarketing: Use storytelling to appeal to the heart, and in turn, influence the head to make a purchase

Neuromarketing is the emerging study of brain that can help increase your sales. Customers are bombarded with as many as 5000 marketing messages a day, making it increasingly challenging for brands to stand out. Learn how the brain functions and the important role that emotion plays in evaluating brands, to tweak your marketing messages and capture your audiences’ heart.

#Campaignmetrics: Study shows emotions are linked to content-led marketing campaign metrics – no surprise there!

A BBC study shows that mere exposure to a brand’s content resulted in significant increase in customers’ positivity towards the brand. The study analyzed a mix of content – video, written material and infographics from leading global brands. See the results of nine campaign case studies analyzed by the BBC to understand the correlation between emotions and campaign metrics.

#Superbowlad: Decide for yourself if Hyundai’s emotion filled Super Bowl ad was a worthy campaign or not

Marketing is not just about promoting a brand or selling a product or service. It’s also about showcasing brand values and cementing the relationship with the customer, using simple altruistic philosophies that guide the brand. See how Hyundai pulled off a difficult marketing maneuver to capture the emotions of its customers, and in turn, appeal to the emotions of millions of viewers watching the commercial.

Send your thoughts and feedback to buzz@cmoaxis.com and help us make ‘Mind Over Marketing’ more relevant to your needs. If you would you like a friend or colleague to receive this newsletter, email us at buzz@cmoaxis.com