Emotional marketing: a real asset for B2B?
Posted: Thu Dec 26, 2024 5:40 am
The B2B industry is constantly looking for new overseas data concepts to attract customers. Whether through digital or traditional communication tools, the goal remains the same: to win contracts. But can “new marketing trends” (even if they are not really) such as emotional marketing weigh in a customer’s purchasing decision?
The answer is undoubtedly yes, emotional marketing is a factor in generating more leads. As digital has changed our consumption patterns, customer expectations have also changed. Whether in B2B or B2C, the question of personalization is becoming a strategic issue for brands. The emotion strategy that we have found in advertising since the end of the 1960s is increasingly applied in digital tools. Today, the personalization of demand makes it important to create an emotion in the buyer. Emotional marketing meets this expectation since its essence is to highlight the benefit rather than the product.
So can we ask ourselves if emotional marketing is a real challenge for the B2B sector? We can also question the effectiveness of this method in an environment where buyers take more risks?
Emotional marketing could be defined as all the marketing techniques that arouse an emotion. These emotions can be very diverse and appeal to our 5 senses. The goal of an emotional marketing strategy is to analyze, provoke and use these emotions. By using the 5 senses of man you will be able to convince a customer, this is what we call sensory marketing. To put emotion into images through the senses here are some examples:
The sense of smell when you walk past a bakery, a grocery store, smells can give you a positive emotion. This smell unconsciously prompts you to say to yourself "it smells good", to think about buying it or even buying it. Through this emotion your baker or grocer will have been able to sell you something.
The touch of technical products gives you a pleasant feeling.
Hearing and sight when you watch a video, an ad where the music makes you want to buy. The Go Pro brand is the perfect example. It highlights the user experience through hearing and sight without using speech and manages to provoke emotions.
The taste that in the simplest example can make you return to a restaurant or consume the same products.
Another well-known way to arouse emotion and widely used in advertising is storytelling. Many B2C and B2B brands use it. The primary objective is to tell a story about the brand or a product without highlighting it. From then on, an emotion is created between the brand and the customer around these 5 senses. Emotional marketing therefore has three objectives:
Encourage the act of purchasing
Create brand attachment
Remember the advertisement, product and brand name.By its definition, emotional marketing is a lever to reach a large number of people. In addition, emotional marketing meets an increasingly sought-after customer expectation: personalization. Indeed, emotional marketing offers a real customer experience. With the implementation of an emotional marketing strategy, there is a possibility to test the product and therefore to argue more easily around the sale of it.
By opting for product testing, you increase your chances of winning new customers. However, it is difficult to test while personalizing services and products in B2B. But a demonstration of how it works is a significant asset.
The real advantage of this strategy is the fact that it creates a bond of attachment between a customer and a brand. Whether in B2C or B2B, a customer attached to a brand is a loyal customer who could influence those around him. The goal is to make these customers ambassadors of your brand. Because if this person has a strong resonance on social networks, he will not hesitate to share your content and talk about you. In addition, he will use the oldest marketing technique and which is still one of the most effective: word of mouth.
Aside from the issue of sales, emotional marketing is a real opportunity to boost your reputation. It allows you to stand out from the competition and interact with customers or your leads. In a digital era, reputation is important and omnipresent. Having the spotlight on yourself also allows you to generate more leads.
The answer is undoubtedly yes, emotional marketing is a factor in generating more leads. As digital has changed our consumption patterns, customer expectations have also changed. Whether in B2B or B2C, the question of personalization is becoming a strategic issue for brands. The emotion strategy that we have found in advertising since the end of the 1960s is increasingly applied in digital tools. Today, the personalization of demand makes it important to create an emotion in the buyer. Emotional marketing meets this expectation since its essence is to highlight the benefit rather than the product.
So can we ask ourselves if emotional marketing is a real challenge for the B2B sector? We can also question the effectiveness of this method in an environment where buyers take more risks?
Emotional marketing could be defined as all the marketing techniques that arouse an emotion. These emotions can be very diverse and appeal to our 5 senses. The goal of an emotional marketing strategy is to analyze, provoke and use these emotions. By using the 5 senses of man you will be able to convince a customer, this is what we call sensory marketing. To put emotion into images through the senses here are some examples:
The sense of smell when you walk past a bakery, a grocery store, smells can give you a positive emotion. This smell unconsciously prompts you to say to yourself "it smells good", to think about buying it or even buying it. Through this emotion your baker or grocer will have been able to sell you something.
The touch of technical products gives you a pleasant feeling.
Hearing and sight when you watch a video, an ad where the music makes you want to buy. The Go Pro brand is the perfect example. It highlights the user experience through hearing and sight without using speech and manages to provoke emotions.
The taste that in the simplest example can make you return to a restaurant or consume the same products.
Another well-known way to arouse emotion and widely used in advertising is storytelling. Many B2C and B2B brands use it. The primary objective is to tell a story about the brand or a product without highlighting it. From then on, an emotion is created between the brand and the customer around these 5 senses. Emotional marketing therefore has three objectives:
Encourage the act of purchasing
Create brand attachment
Remember the advertisement, product and brand name.By its definition, emotional marketing is a lever to reach a large number of people. In addition, emotional marketing meets an increasingly sought-after customer expectation: personalization. Indeed, emotional marketing offers a real customer experience. With the implementation of an emotional marketing strategy, there is a possibility to test the product and therefore to argue more easily around the sale of it.
By opting for product testing, you increase your chances of winning new customers. However, it is difficult to test while personalizing services and products in B2B. But a demonstration of how it works is a significant asset.
The real advantage of this strategy is the fact that it creates a bond of attachment between a customer and a brand. Whether in B2C or B2B, a customer attached to a brand is a loyal customer who could influence those around him. The goal is to make these customers ambassadors of your brand. Because if this person has a strong resonance on social networks, he will not hesitate to share your content and talk about you. In addition, he will use the oldest marketing technique and which is still one of the most effective: word of mouth.
Aside from the issue of sales, emotional marketing is a real opportunity to boost your reputation. It allows you to stand out from the competition and interact with customers or your leads. In a digital era, reputation is important and omnipresent. Having the spotlight on yourself also allows you to generate more leads.