Emotion propels the world forward, and it’s always been like that. Emotions are the reason behind most of our actions, so it’s no wonder brands use them to promote and sell their products and services.
It may be audacious to say that marketing has consistently relied on emotion to motivate customer action and even more audacious to say that the exploitation of emotions forms the core of every digital marketing strategy. In the sea of similar products and messages, brands need to find a way to form an authentic bond with their audience.
In this article we will explore some of the most powerful ways to utilize emotion to craft an ultimate digital marketing strategy.
The Power of Emotion in Digital Marketing
Emotions can drive action, build connection, and shape the way we perceive the world around us. Marketers, well aware of the potency of emotions, use them in building online campaigns that people will talk about. This is why some ads linger in our minds long after we’ve seen them. Content that evokes emotions such as nostalgia, compassion, gratitude, or even disgust and fear tends to have a lasting impact on consumers and affect their behaviour.
The most successful marketing campaigns tap into universal feelings, communicating messages that create a sense of connection that resonates with a large audience. The ultimate objective of emotional marketing is to transform products into experiences and customers into loyal advocates.
1. Making Emotional Connections Through Storytelling
Storytelling is universal to the human experience, and some of the first evidence of stories comes from cave drawings, dating as far back as 30,000 years. This is why marketing experts will never underestimate the importance of a good story and the impact it can make on an audience.
Good stories connect people through shared experience; they are relatable and engaging. Crafting these narratives allows marketers to stir deep emotions that create long-lasting memories and connections with the brand. Emotional storytelling has the power to transform your digital marketing strategy from transactional efforts into meaningful interactions, perfectly aligning with a customer engagement-focused approach.
A powerful story has relatable characters, immersive details, authentic emotion, clear conflict, and a satisfying resolution. One excellent example of employing emotional storytelling in a digital marketing campaign is the newest Volvo EX90 campaign, leaving people in tears and showcasing what it means to tell a story while promoting brand values.
2. Using Visuals and Design to Inspire Emotion
Visuals are not just for show, and design is not just to cover the digital space with ornaments; they are crucial for creating an ultimate user experience. Using visuals can increase the emotional connection between a brand and its audience.
Careful selection of elements such as shapes, fonts, colors, icons, and images can tell a story that carries more emotion than words could communicate.
The Emotion Behind the Colors
Using the right color to evoke emotion can have a significant impact. To utilize the power of color, we need to be knowledgeable of our audience and the culture to which we promote our online campaign. To most of the western world, red signifies passion and urgency, blue is associated with calmness and professionalism, and yellow with energy.
The right combination of colors can create a memorable user experience, linking a certain emotion with the brand. A good example of appropriate usage of color can be seen with Chupa Chups, which effectively uses bright, cheerful hues like red, yellow, and green to evoke feelings of happiness, playfulness, and nostalgia. These colors align perfectly with their target audience, children and young-at-heart adults, while reinforcing the fun and joyful essence of the brand.
The Power of Choosing the Right Image
When executed effectively, an image can truly tell a story stronger than words can. Images are able to capture attention and provoke strong emotions that marketers want an audience to associate with a brand, product, or online campaign. The right image can create an instant connection with a viewer and communicate the essence of a brand in an authentic way.
One great illustration of how effective image choice can be in forging emotional connections is Pinterest. The platform is constructed totally on aesthetically pleasing images that appeal to feelings of aspiration, creativity, and motivation.
How Shapes Can Shape Perception
Shapes have a nuanced yet impactful ability to stir emotions and influence perceptions. Curved forms such as circles and ovals exude a sense of softness, harmony, and friendliness, making them perfect for brands aiming to project an approachable and inclusive image. On the other hand, angular shapes like squares and triangles convey a sense of stability, strength, and efficiency, aligning perfectly with brands that prioritize professionalism and reliability. Asymmetrical and abstract shapes ignite curiosity and excitement, captivating modern and unconventional audiences alike.
By purposefully integrating distinct shapes into logos, layouts, and designs, brands can shape the emotions and connections their audience has with their message. Target is a good example of this approach; their circular design feels approachable and inviting, aligning with the brand’s goal of creating a positive and welcoming shopping experience.
3. Using FOMO to Gain Traction
Marketers commonly use the fear of missing out (FOMO) to drive quick action. Brands can generate engagement by adding an air of exclusivity through the use of scarcity or urgency.
This phenomenon is widespread, especially in the digital era, where social media amplifies the feeling of missing out by constantly exposing people to others’ experiences or opportunities. By triggering emotions such as anxiety, excitement, or even envy, brands tap into this psychological tendency to motivate quick decision-making.
A lot of websites use countdown timers, flash discounts, or limited-time offers to take advantage of FOMO. To take one example, Amazon Prime Day uses this to its advantage by enticing customers to act fast in order to take advantage of limited-time offers. This demonstrates how brands effectively transform a negative emotion, like the fear of missing out, into a tool for driving engagement and boosting sales.
4. Sensory Triggers in Marketing
Engaging the senses is a powerful emotional marketing tactic that enables brands to build stronger relationships with their audience. Through the senses of sight, sound, taste, smell, and touch, brands craft unforgettable experiences that connect deeply with individuals.
For example, striking visuals in advertisements, catchy jingles, or enticing aromas in stores can stir feelings of nostalgia or thrill, shaping how consumers act. This engaging approach not only grabs attention but also deepens emotional connections to the brand.
An example of this marketing strategy is Coca-Cola, which masterfully engages multiple senses to create an emotional connection with its audience, enhancing brand recall and loyalty. The sound of a Coca-Cola bottle cap opening or the fizzy “pssst” of a freshly poured soda is often featured in their advertisements, triggering memories of refreshment and celebration.
5. Empathy-Driven Marketing
Empathy allows brands to connect with their audience on a deeper level by addressing their needs, struggles, and aspirations. Campaigns that show genuine understanding and care for societal issues resonate strongly with consumers.
A good example of an empathy-driven marketing campaign is Always’ Like a Girl campaign, first launched in 2016. By encouraging young women to believe in themselves and their talents, the campaign exemplifies empathy-driven marketing and hopes to dismantle harmful gender stereotypes.
The Bottom Line
At the core of successful digital marketing lies emotion. By tapping into emotional triggers—ranging from nostalgia and humor to trust and empathy—brands can create campaigns that engage their audience and drive them to take action. This article outlines strategies that leverage visuals, storytelling, and personalization to create authentic connections that deliver impactful results. When executed with authenticity, emotional marketing elevates interactions to memorable experiences and turns customers into devoted advocates for life.
This is a strategy that has repeatedly proven successful for Ginger IT Solutions, and we gladly use it anytime we want to elicit powerful and impactful emotions in our digital marketing efforts. We encourage you to give it a try, but approach it strategically, keeping your target audience and data-driven insights at the forefront for the best results.
