As a consumer, are you more likely to purchase a product or service offered by a brand you respect and
admire, or a brand that you find offensive? If you’re like most people, you are willing to go out of your
way and also spend more money on products and services that are sold under a brand name to which
you have an emotional connection.
Marketing agencies are aware that people develop emotional connections with companies and brands.
Consequently, marketing agencies build and implement marketing strategies for their clients based on
Hiebing, an integrated brand and development marketing firm published an interesting white paper on
the topic of how brands can develop emotional connections with their customers. The white paper,
Emotional Connection Can Build Strong Brands Seven Ways, identifies the following seven techniques
that brands can use to strengthen a customer’s emotional connection:
- Develop Your Own Emotional Eyes and Ears
- Apply a Marketing Model Based on Emotional Experience
- Use Indirect Testing Methods
- Use the Two-Year-Old’s “Why? Why? Why?” Discovery Technique
- Use the “It’s Not About…, It’s About” Approach to Find a Fresh Insight
- Develop an Emotional Strategy First to Guide Your Message Creation
- Use Emotional Cues
How Digital Marketing Agencies Encourage Emotional Connections
People base their purchase decisions on several factors, but one of the most important and influential is
the person’s emotional connection to a brand.
Here’s an example: Company A and Company B both sell similar products. Company A spends a great
deal of time and effort promoting its environmental awareness and dedication to zero-waste. Company
B is just as concerned about environmental awareness and zero-waste, but does not spend as much
time and effort promoting this fact to customers or the general public. As a result, environmentally-
concerned customers go out of their way to purchase products from Company A because they feel that
company A is more aligned with their own personal values, and they therefore develop an emotional
connection with Company A – – even though Company B employs extremely similar standards.
It is the job of marketing agencies to determine which strategies will connect with the emotions of
customers, and then focus marketing campaigns on building those emotional connections. When it
comes to online marketing, building emotional connections poses challenges. According to an
interesting article published on MarketingLand.com, 7 Ways To Use Emotion To Drive Conversions,
“Marketers just haven’t figured out how to use emotions to bring the “wow” into their websites.
Fortunately, it’s actually quite simple to create emotional connections with visitors, even for the most
boring of industries.”
One of the most important aspects of developing an emotional connection with customers via online
marketing is being able to promote the positive characteristics of brand. This can be accomplished with
a well-thought-out website design, truly understanding the brand’s target market, and developing a
relationship with customers that evokes trust and loyalty. The most experienced and talented digital
marketing agencies are able to assist clients in any industry reach these goals.