There is a vast differencebetween attracting attention, and attracting the right attention.
Marketing is a process, or ratheran art of creating demand for a product through persuasion. Buying is the mostdesirable consequence of any marketing exercise. The key for effectivemarketing is communicating with the people in an emotional level. Appealing tothe consumers emotions at the time of passing the marketing message is moreimportant. Emotional direct response marketing grabs the immediate attention ofthe customer; in an emotional manner and gives the immediate and desiredresponse.
People; by nature are emotional. Emotionalthoughts stimulate them 3000 times much faster than rational thoughts. Emotionsplay a vital role in almost all the buying decisions. To dominate the market,it is more important, that the business develops an emotional relationship withthe customer. Given, emotional marketing is superior to advertising in the waythat, peoples memory tends to be short lived, and advertisements might fadeout of their memory, failing to create the desired response. But, anycommunication that touches the consumers mind emotionally is likely to stay intheir mind for a long time. Done well, emotional marketing validates thefeelings of
customers, urging them to takebuying decisions.
Initiating a selling process through a medium such as website, logos, etc aresome tangible elements that bring the consumers emotions into surface. This isa creative and most effective way to get the consumers emotions to thesurface, and persuade them to take buying decisions. From an emotionalperspective, using images, objects, and colors can stimulate a favorableresponse in the minds of consumers. Colors play a crucial role in emotionalmarketing. Certain colors initiate certain feelings in the minds of consumers.For instance; green stimulates relaxing, red; attention, blue, a feeling ofpeace, and brown a wistful mood. Communications through stories is oftenpersuasive, and kindle deeper emotional benefits related to the product.
Image and branding does notalways work for small businesses because they do not have enormous amount toinvest in their advertising budget, and wait for the cash inflow later. Chancesare there, that the money invested in branding and advertisements may not comeback. Emotional direct response marketing touches the consumers emotionally,thereby creating a much favorable effect, and simultaneously staying in theirminds for a much longer time.
But at the same time, care mustalso be taken to live up to the marketing communications. An appropriatemarketing campaign much grab the customers attention, initiate interest inthem, and evoke an emotional
response. Successful delivery ofmessage depends on perception and also a variety of elements. The emotional andcognitive responses form the way in which the communication is perceived.
Using emotional marketing toolscan certainly bring about a positive impact in the business. The innate humanprocess of reacting is well planned and manipulated through successfulmarketing strategies.
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