Post by nadinenadine on Mar 7, 2024 1:22:18 GMT -7
Emotions have a decisive influence on the way people live and predominantly influence the decision-making process . This is confirmed by several studies in psychology and neuromarketing, one of the most cutting-edge fields of the modern era, capable of giving decisive impulses to online communication. Digital marketing is one of these and focuses on the action that emotions can have on individuals. The intent is to create involvement and connection with users , so as to persuade them to carry out a certain action with a product, a service, a brand. In this article we analyze what it is, how it works and why to include Emotional Marketing within the strategies to be adopted on the web, concluding with some successful examples. Emotional marketing: how to influence user decisions What is Emotional Marketing: the theoretical basis When we talk about Emotional Marketing we are referring to a marketing strategy focused on emotions, the aim of which is to create a deep level of engagement with the person so as to persuade them to take a certain action.
The origins date back to the nineteenth century and find expression in the figure of William James. It was Daniel Kahneman who popularized the theory with the volume Slow and Fast Thoughts, where he exposes a theory that affects the decision-making process. A thought updated by Daniel Goleman , psychologist and writer of books including the bestseller Emotional Intelligence , according to which “We have Loan Phone Number List two minds, one that thinks, the other that feels. These two modes of knowledge, so fundamentally different, interact to build our mental life.Goleman had the merit of bringing the central role of emotions to the attention of the masses, making concepts simple to understand and then elaborated in a sophisticated manner in various disciplines, marketing first and foremost. But why does he use the expression “emotional intelligence” ?
By it he means the ability inherent in the individual to analyse, know, use and finally manage that complex amalgam that is one's own emotions, so as to make it something positive and effective. Emotions tend to guide people's behavior, proving to be a decisive factor compared to the rational part. Emotional Marketing presents tools that we could define as "smart" (i.e. intelligent), which allow us to develop campaigns which, if well conceived, prove to be much more effective than those that leverage rational aspects. The result is an empathetic communication , in which the customer feels protagonist and deeply understood: in fact, a profound bond is established between brand and consumer. By leveraging a sharing of emotions, and selecting the most appropriate one from time to time, we induce him to consider more forcefully the fact of undertaking a specific decision.
The origins date back to the nineteenth century and find expression in the figure of William James. It was Daniel Kahneman who popularized the theory with the volume Slow and Fast Thoughts, where he exposes a theory that affects the decision-making process. A thought updated by Daniel Goleman , psychologist and writer of books including the bestseller Emotional Intelligence , according to which “We have Loan Phone Number List two minds, one that thinks, the other that feels. These two modes of knowledge, so fundamentally different, interact to build our mental life.Goleman had the merit of bringing the central role of emotions to the attention of the masses, making concepts simple to understand and then elaborated in a sophisticated manner in various disciplines, marketing first and foremost. But why does he use the expression “emotional intelligence” ?
By it he means the ability inherent in the individual to analyse, know, use and finally manage that complex amalgam that is one's own emotions, so as to make it something positive and effective. Emotions tend to guide people's behavior, proving to be a decisive factor compared to the rational part. Emotional Marketing presents tools that we could define as "smart" (i.e. intelligent), which allow us to develop campaigns which, if well conceived, prove to be much more effective than those that leverage rational aspects. The result is an empathetic communication , in which the customer feels protagonist and deeply understood: in fact, a profound bond is established between brand and consumer. By leveraging a sharing of emotions, and selecting the most appropriate one from time to time, we induce him to consider more forcefully the fact of undertaking a specific decision.