Emotional marketing: a real asset for B2B?
Posted: Sun Jan 12, 2025 4:00 am
Emotional marketing could be defined as all the marketing techniques that arouse an emotion. These emotions can be very diverse and appeal to our 5 senses. The goal of an emotional marketing strategy is to analyze, provoke and use these emotions. By using the 5 senses of man you will be able to convince a customer, this is what we call sensory marketing. To put emotion into images through the senses here are some examples:
The sense of smell when you walk past a bakery, a grocery store, smells can give you a positive emotion. This smell unconsciously prompts you to say to yourself "it smells good", to think about buying it or even buying it. Through this emotion your baker or grocer will have been able to sell you something.
The touch of technical products gives you a pleasant feeling. phone number list
Hearing and sight when you watch a video, an ad where the music makes you want to buy. The Go Pro brand is the perfect example. It highlights the user experience through hearing and sight without using speech and manages to provoke emotions.The taste that in the simplest example can make you return to a restaurant or consume the same products.
Another well-known way to arouse emotion and widely used in advertising is storytelling. Many B2C and B2B brands use it. The primary objective is to tell a story about the brand or a product without highlighting it. From then on, an emotion is created between the brand and the customer around these 5 senses. Emotional marketing therefore has three objectives:
Encourage the act of purchasing
Create brand attachment
Remember the advertisement, product and brand name.
The sense of smell when you walk past a bakery, a grocery store, smells can give you a positive emotion. This smell unconsciously prompts you to say to yourself "it smells good", to think about buying it or even buying it. Through this emotion your baker or grocer will have been able to sell you something.
The touch of technical products gives you a pleasant feeling. phone number list
Hearing and sight when you watch a video, an ad where the music makes you want to buy. The Go Pro brand is the perfect example. It highlights the user experience through hearing and sight without using speech and manages to provoke emotions.The taste that in the simplest example can make you return to a restaurant or consume the same products.
Another well-known way to arouse emotion and widely used in advertising is storytelling. Many B2C and B2B brands use it. The primary objective is to tell a story about the brand or a product without highlighting it. From then on, an emotion is created between the brand and the customer around these 5 senses. Emotional marketing therefore has three objectives:
Encourage the act of purchasing
Create brand attachment
Remember the advertisement, product and brand name.