The Importance of Emotional Responses - IMC
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The Importance of Emotional Responses - IMC
Discussing articles on emotional responses from marketing campaigns
Curated by Erica George
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Branding: Connecting emotionally with consumers | New Media and Marketing

Branding: Connecting emotionally with consumers | New Media and Marketing | The Importance of Emotional Responses - IMC | Scoop.it
Using emotion in selling & advertising is a great way to touch your audience yet we don't see that much in today's advertising.
Erica George's insight:

This article is relating emotional marketing to social media. People often use social media to connect with a brand that they have a strong emotion link with, both negative and positive, although often the feedback is negative. Do you think social media can be used to promote a brand positively? By encouraging people to share their strong emotions?

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jaklinissaeva's comment, April 8, 2013 3:07 AM
This article is very similar to the other one, it discusses why emotional responses in consumer behavior is an important aspect to keep in mind for businesses. Social media and PR would be two great channels for this kind of attraction. an example is: The average involvement scores for TV ads in various global database clearly show that ads which focus on an emotional appeal are more involving to consumers than those with a focus on a rational message. This article can relate to this statement because ads which can connect emotionally with consumers appeal to consumers, especially when the connection is something that is personally relevant.
Renee Quarrie's comment, April 8, 2013 4:16 AM
I strongly agree with this article. "Consumers don’t remember messages..they remember moments" is a key quote from that article which highlights the importance of touching your consumer at an emotional level. If you can engage them at that level, they see your brand as more 'personal' rather than a big money hungry corporate. If a consumer likes your brand, they can become an embassador who can work in your favour, especially if they are social network savy.
Tarjana Patel's comment, April 8, 2013 11:47 PM
Exactly. It is important to keep this in mind when marketing. A consumer is more likely to remember and connect with a advertisement which has moments which they can relate to in their personal life.
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Branding Strategy Insider | Brand Messaging For A Strong Emotional Response

Branding Strategy Insider | Brand Messaging For A Strong Emotional Response | The Importance of Emotional Responses - IMC | Scoop.it
Erica George's insight:

I found this article very interesting. It lists key points for markets to generate emotion from consumers. I think most points were very obvious and also useful. What I find most interesting is that sound and sight are thought to be over used, and that the other senses, of touch, taste and smell are much more rememberable. 

Can you think of any ways in which a brand is differentiated or creates an emotional response by these 3 less commonly used senses? 

Do you think they have a strong affect?

I was thinking of the smell or Ms Higgins cookies shop :)

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Alana Meikle's comment, August 22, 2013 6:57 AM
Right on. Gaining emotional responses from consumers is especially important so that way, a company can know that they are effectively communicating their product and purpose with potential buyers.
Matt West's comment, August 22, 2013 6:32 PM
I strongly agree with the points Thomas has raised about an ad needing to target the senses to draw an emotional response out of the audience. Getting an emotional response out of an audience is critical for an ad, no matter the feeling that are bought up. Getting an emotional response lets the audience connect deeply with an ad and can lead to increased brand loyalty through the communication of values and similar ideas.
Dallan Milich's comment, August 22, 2013 7:00 PM
@Thomas. I agree with Thomas that the article focuses on how emotions are generated but in my opinion looks more into giving some simple guidelines to achieve a strong emotional response from the consumer in a marketing campaign. My favourite little tip was ‘not to lead with price’, it skips the emotional connection and I feel like the emotional connection is in itself worth money, which also the article backs up by saying value is assessed over time due to experiences people have had with that brand. The only down side I can see with emotions is that it does take a long time to build that trust where in comparison the trust can be so easily broken and ruined forever (people remember bad experiences a lot vividly over good experiences).
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Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme

Driving Consumer Behavior: Emotion vs. Rationality in Market Research | Imagemme | The Importance of Emotional Responses - IMC | Scoop.it
Erica George's insight:

This article highlights the relationship between emotional and rational thinking. Branding aims to connect with consumers emotional thinking. Do think think that branding is successful in doing so? What examples are their of branding resulting in consumers behaving due to emotions, and disregarding rational thinking? 

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Renee Quarrie's comment, April 8, 2013 4:09 AM
Provoking emotions from customers is very important. Making the customer believe that they need/want something is crucial to any purchase decision. I found this article could have had some more analysis as this topic has more important content which could be talked about, however what was in there did allow me to think of purchasing decisions and attracting the customer in a different light.
Winina Tan's comment, April 8, 2013 9:33 PM
found this very fascinating. we all do it, but when we actually read about it, it gives it a shape and form and justice to why we actually decided to buy certain products over others. living in the modern age now, it is not about what the clothing style you posses, it is all about the brands, and how they reflect on your image as an individual. many marketing schemes develop slogans and catch phrases to trigger something in our brains, to make it latch on to the brand, and to make us think "yes that brand is exactly who i am" that is why creating a brand image is vital for a brand to survive.
Tarjana Patel's comment, April 8, 2013 11:40 PM
I agree. When marketing brands/products, it is important to gain consumers emotional response. As Jaklini mentioned consumers emotional response can lead to purchase behaviour. Personally, when I am emotional connected to a brand I am mostly likely to shop with that brand opposed to others.