Emotional marketing seeks to create a positive emotional reaction to a brand or product that makes the potential customer more likely to buy.
You'll see emotional marketing come through in two ways:
- In direct response marketing, the appeal is very direct, often based on healing the pain of problems or at least providing hope that the pain can be relieved.
- In brand marketing, an emotional association is created with the brand to encourage you to feel good when you think about and buy the product. Advertisements for Coca-Cola and Pepsi are examples of this emotional connection.
Manipulation can be a problem, but than All Marketers Are Liars, aren't they?
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