The Ways Emotions Impact Online Marketing
Every type of online marketing is usually based upon some emotional influence. The reason is simple – if humans were 100% emotionless, we would only buy the things we absolutely need to survive. This in turn would mean there would be simply no need for advertising or marketing of any kind, as we would know what we really need and have the intention to buy.
Our emotions are the motor of just about any decision we ever make when it comes to buying goods and services. From an online marketing perspective therefore, it is essential to not only understand the connection between online marketing and emotions, but also how emotional online marketing could lead to better conversions.
Here are just a few examples of emotional online marketing getting the job done:
Fear
Firstly, making your prospective customers fearful about a thing could be extremely effective. Consider this – life insurance agencies would never make a sale if they told you the real likelihood of you dying by XX age for YY reason was close to zero. Similarly, what is known as the fear of missing out could spur people to purchase things they don’t really need or even want. Instead, they just don’t want to experience the emotions associated with having the feeling they have missed out.
Guilt
Certainly one of the most controversial emotions to work with, feelings of guilt are also undeniably effective. More often than not, guilt is used by non-profit organisations to tug at the heartstrings of the public and raise money for a cause. Nonetheless, many businesses often market their connections with charities as an effective means to persuade their customers to buy more due to a sense of guilt.
Trust
Establishing trust is crucial when businesses are looking to win over any kind of audience. You may not know it is happening, but when one hears claims such as “100% rating” or “98% satisfied customers”, the company in questions is using trust to get you hooked.
Urgency
Here again, the fear of potentially missing out could cloud the judgment of customers to such an extent that people purchase things entirely on impulse. This is why so many service providers and retailers offer discounts and deals which are available for a strictly “limited time only”. In reality, there is simply no reason for these time-limited sales – it is just a way of making you buy things quickly, without much thought behind it.
Leadership
Most companies are aware that the vast majority of their target audience are competitive and view themselves as leaders. This is why their products and services are usually marketed in a way which conveys some sense of superiority. Any new Apple or Samsung flagship smartphone is a prime example.
Time
Last but not least, the majority of consumers are highly aware of the significance of time – something most people never have enough of. Therefore, if you could highlight any time-saving advantages of the services or products you’re offering, you’re likely to solicit a direct emotional response. If they think the product or service will save them time, they will probably find it difficult to resist.