Consumer Communication
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the importance of emotional responses
Curated by James Stodart
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9pc of US consumers trust text messages from brands: Forrester ...

9pc of US consumers trust text messages from brands: Forrester ... | Consumer Communication | Scoop.it
Although it seems that consumers are untrusting of brand's communication efforts, there have been some brands that have succeeded with certain tactics. The emotional aspect in a branding campaign can help it build consumer trust.
James Stodart's insight:

thiis article shows how consumer emotions can have a negative impact on a marketing campaign and that companies need to be aware that if they are going to be utilising social media or text messaging for their marketing then they need to ensure that their campaign remains as authentic as possible as research in the U.S and Eurpoe has shown that less than 10% of consumers trust marketing from these devises.

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Sugeeth Hansaka Dharmawardana's comment, April 3, 2013 7:32 PM
I agree with the first point this article states about consumers not trusting brand promotions through text and digital promotions, and more from other consumers, as there tends to be spam texts and fake promotions often causing consumers to be scammed. The point on only 9% of the consumers in the US trusting digital promotions and 12% in Europe shows how branding the product emotionally is much more effective, In the US 61% of consumers trust what there friends recommend over brand promotions and 70% in Europe, this shows how effective promotions can result in an emotional response from the consumers.
Zeena Naddaf's comment, April 4, 2013 4:06 PM
i agree with sugeeth aswell because as consumers we tend to listen to consumers who has had experience with that brand so we acknowledge and make our own perspectives on it. using the emotional aspect to gain the consumers attention is a good idea because as consumers we tend to be very emotional and buy things that will relate to us.
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Emotional #Marketing : What Makes Buyers Buy

Emotional #Marketing : What Makes Buyers Buy | Consumer Communication | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits

Via Gladys Pintado, ThePinkSalmon, Ilona Hussain, Laura Killgour
James Stodart's insight:

I think this article really highlights the importance of gauging the emotional responses of consumers as the research has shown that people dont listen to reason when it comes to products that they dont nessecarily need but are marketed in such a way that they feel they must have them in order to make life easier for themselves

 

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Yuhang Wei's curator insight, September 16, 2013 1:06 AM

Emotional response is probably one of the most comolicated but very important topic in marketing. This is because consumers' responese can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emontional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

Shichi Zhong's curator insight, May 14, 2014 12:24 AM

Emotional response is probably one of the most complicated but very important topic in marketing. This is because consumers' response can be so different therefore consumer behavior also need to be learned by marketers. This article deeply discuss how the consumers response when they purchase stuff and analyse the reasons that could make buyers buy. Also, the article mentioned that emotional response can be happened in both B2B and B2C model after all "you are always marketing to humans" Quiet interesting points and very helpful for my IMC study.

C hu ck's curator insight, May 14, 2014 6:26 AM

This article is about the roles that Emotions play in marketing, to see what makes consumers buy a specific product.

There are, clearly, several different types of advertising, and it is important to understand the role and purpose within the context of the specific advertising campaign (Yeshin, 2004). Using the example of a washing machine, the author illustrates that emotional excitement an advertisement brings works better than the factual statement regarding the product. The main reason attributed to by the author, is that “we are not designed to listen to reason”, and “our emotions are the driver when it comes to our purchase decisions”. Personally, I think it is true, because I do consider myself an impulsive buyer.

Physiologically, our brains are wired for emotional response. Therefore, in the marketing area, successful marketers usually create emotional connections by using visual media and telling compelling stories.

Therefore, in emotional marketing, marketers should adopt a series of techniques to create emotional connections with consumers, including creating image-rich stories, adapting to different media, and using visuals wisely.

In brief, consumers are humans, who make quick decisions on actions based on an emotional response.