Introduction
In the digital world, emotions are the center of everything. You need to understand the emotional state of your audience to succeed in marketing. If you can connect with people and make them feel positive, you have a good opportunity to get them to act.
Know your audience’s needs to create emotional content that connects with them.
Segmentation of target audience: It is not enough to know the general characteristics of a target audience; you need to understand how they feel about their situation, which motivates them and what their weaknesses are. For example, if you are addressing university students, there are many different types of students with different opinions on certain topics (e.g., policy). A good way to determine this information is by conducting research or discussion groups with members of your target market before developing any marketing campaign.Lack of sensitivity in digital marketing: Most marketers try a lot when creating "emotional" online ads because they think being fun or creative will win consumers, but it doesn't always work that way. If an ad is not sufficiently relevant to someone who sees it online, then it will not get involved at all, which means that there will be no sales conversions or generation of potential customers from these efforts.
Lack of sensitivity in digital marketing.
In a digital world, we are constantly bombarded with information and messages. It is easy to lose sight of what is important and to let yourself be carried by the noise. The best marketing always focuses on understanding the audience and what they need, and that means being sensitive to your emotions.However, many brands still do not do it well: they make assumptions about the feelings of their customers or try too much to make them feel something specific (like happiness). This may have negative consequences because it may seem unreal or even manipulative if it is done wrong.
How can we change this?
To change this, we have to change the way we approach digital marketing. We need to be more empathetic to our audience and use emotional content that resuscitates with them. This means using emotion in writing (the words on your site), design (the images and graphics used on your site), video production (the videos created) and social media publications (what you publish on Facebook, Twitter, etc.).Target audience segmentation.
To create content that creeps with your audience, you need to know who they are. This means going beyond demographic information and knowing your needs, desires and behaviors.For example: if you are addressing mothers who have children between 2 and 5 years, but know nothing about the specific challenges this group faces (for example, finding time for themselves), then any content created for them will likely fail because it does not address these challenges directly.
Developing an effective strategy to reach target audiences with relevant messages requires targeting customers in groups according to shared interests or needs so that marketers can adapt messages accordingly.
Are negative emotions useless?
Although it is true that negative emotions can be harmful to the customer experience, they are not always bad for business. For example, a study of researchers at the University of Warwick in the UK found that customers who felt angry or frustrated were more likely to be loyal than those who experienced positive emotions. The same happens with sadness; although you may not want to buy something immediately (or never), there are many ways in which sadness can drive sales: think about how sad people feel when they see ads with animals in need of adoption or children who suffer diseases.A study conducted by the Harvard Business Review concluded that companies with strong emotional connections with customers had better performance than those who did not have them, and another report concluded that companies seeking to grow should focus on improving their emotional intelligence rather than just focusing on their financial outcome.
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