Emotional Response
The reaction of a customer or audience driven by feelings and emotions in response to a digital marketing effort.
Description
In the digital marketing industry, an emotional response refers to the feelings and reactions evoked in a consumer when they encounter an advertisement, social media post, or any other form of digital content. Marketers aim to connect with their audience on an emotional level because emotions can significantly influence decision-making and brand loyalty. By understanding and leveraging emotional responses, brands can create more engaging and memorable experiences, ultimately driving higher conversion rates and customer retention. Emotional responses can range from joy, surprise, and excitement to fear, anger, and sadness, each serving a different strategic purpose in a marketing campaign.
Examples
- Nike's 'Dream Crazy' campaign featuring Colin Kaepernick: This ad evoked strong emotions of inspiration and empowerment, as well as controversy, ultimately leading to increased brand visibility and a surge in sales.
- Always' '#LikeAGirl' campaign: This initiative aimed to redefine the phrase 'like a girl' and evoke feelings of empowerment and confidence among young girls and women, resulting in widespread social media engagement and positive brand association.
Additional Information
- Emotional marketing can create a lasting connection between the customer and the brand, fostering loyalty and advocacy.
- Different emotional triggers can be used depending on the campaign's goals, such as happiness to encourage sharing or fear to prompt immediate action.