There is a vast difference between attracting attention, and attracting the right attention.
Marketing is a process, or rather
an art of creating demand for a product through persuasion. Buying is the most
desirable consequence of any marketing exercise. The key for effective
marketing is communicating with the people in an emotional level. Appealing to
the consumers emotions at the time of passing the marketing message is more
important. Emotional direct response marketing grabs the immediate attention of
the customer; in an emotional manner and gives the immediate and desired
People; by nature are emotional. Emotional thoughts stimulate them 3000 times much faster than rational thoughts. Emotions play a vital role in almost all the buying decisions. To dominate the market, it is more important, that the business develops an emotional relationship with the customer. Given, emotional marketing is superior to advertising in the way that, peoples memory tends to be short lived, and advertisements might fade out of their memory, failing to create the desired response. But, any communication that touches the consumers mind emotionally is likely to stay in their mind for a long time. Done well, emotional marketing validates the feelings of
customers, urging them to take
Initiating a selling process through a medium such as website, logos, etc are some tangible elements that bring the consumers emotions into surface. This is a creative and most effective way to get the consumers emotions to the surface, and persuade them to take buying decisions. From an emotional perspective, using images, objects, and colors can stimulate a favorable response in the minds of consumers. Colors play a crucial role in emotional marketing. Certain colors initiate certain feelings in the minds of consumers. For instance; green stimulates relaxing, red; attention, blue, a feeling of peace, and brown a wistful mood. Communications through stories is often persuasive, and kindle deeper emotional benefits related to the product.
Image and branding does not always work for small businesses because they do not have enormous amount to invest in their advertising budget, and wait for the cash inflow later. Chances are there, that the money invested in branding and advertisements may not come back. Emotional direct response marketing touches the consumers emotionally, thereby creating a much favorable effect, and simultaneously staying in their minds for a much longer time.
But at the same time, care must also be taken to live up to the marketing communications. An appropriate marketing campaign much grab the customers attention, initiate interest in them, and evoke an emotional
response. Successful delivery of message depends on perception and also a variety of elements. The emotional and cognitive responses form the way in which the communication is perceived.
Using emotional marketing tools can certainly bring about a positive impact in the business. The innate human process of reacting is well planned and manipulated through successful marketing strategies.