The power of emotional marketing in advertising

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You've probably noticed that ads are increasingly resembling short films, or if we look at advertising on social media, they are becoming more and more like spontaneous posts from any user, right?

Well, as you can imagine, nothing is a coincidence. Stories are a great tool to connect with your audience, which is why storytelling is one of the most used techniques in emotional marketing.



5 Emotional Marketing Strategies
Nostalgia, happiness, sadness, fear, a sense of belonging or passion are some architects email database of the emotions that a marketing campaign can awaken in us.

But in order to appeal to any of these emotions, you need a strategy or approach in which to contextualize them.

Below we present 5 winning strategies to make your emotional marketing campaign a success (but there are many more):



Inspiration
Nike is a great example of this type of strategy. Its ' Just do it ' is already a full-blown declaration of intent, but the desire to excel is also present in all of its campaigns.



Aspiration
This emotional marketing strategy refers to achieving the dreams and desires of the target audience. In this type of campaign, what we know as 'the hero's journey' works very well, which is nothing more than creating a story where the protagonist starts from a base similar to that of your audience and overcomes various difficulties until, thanks to your product or service, he achieves his goal.



Loss
Neuromarketing claims that the fear of loss is more powerful than desire itself. And this makes it a very popular strategy in the field of emotional marketing. The DGT's awareness campaigns are a great example of this, but there have been many brands that have played this card throughout history.



Empathy
Have you ever seen yourself reflected in an advertisement? If so, you must have smiled when you saw it, since this strategy is usually played out in a humorous or cartoonish way to make it more bearable for its protagonists. Of course, to carry it out you have to know your audience very well, because otherwise the campaign will fall on deaf ears. IKEA knows its audience very well and this is demonstrated in each and every one of its spots, reflecting everyday situations and reflections related to family and coexistence.



Local focus
The closer you are to your audience, the easier it is to connect with them. That's why brands like Balay have worked on this strategy by telling the story of several of their workers at the Zaragoza plant or through the 'I have a friend at Balay' campaign, where they make us see that if we buy their products we are helping our neighbours.