Emotional marketing: how to use it in your digital strategy

December is a month full of emotions. How can these be leveraged to sell more in a digital strategy? Christmas and New Year do not mean the same thing for everyone. You must always remember this. Each person experiences the December holidays differently; how does your target audience experience them?

Before diving into the context, what does emotional marketing mean? Is it something easy to use? Why does it matter so much?

Emotions are like a motor; they drive people to take action, think in certain ways, and do things that seem impossible. It’s something very powerful; emotions move us. Emotional marketing is used within a digital strategy (also offline) to create an emotional bond with the audience. With what goal? So they feel like a brand and want to be part of it.

Simple, right? Not at all. The competition that exists now forces all brands that want to be relevant to their customers to keep up with all the strategies, channels, and tactics to achieve commercial objectives.

Emotional and Sentimental Possibilities

When primary emotions mix, they result in an incredible amount of feelings. This image can help you define what the main emotion of your message will be.

What comes next? There are 3 factors you must consider to use emotions well in digital marketing.

Plan a strategy

Everything must be analyzed, planned, and executed. There must be a strategy behind it. At this point, you may already have one; however, it needs to be adapted according to the season. The last months of the year are the best for most online and offline businesses.

That’s why it’s important to know what strategies to implement to make the most of the Christmas spirit in people, which makes them spend more during these months. “Dressing” your digital channels for Christmas, creating discounts and/or promotions, activating email marketing campaigns—there’s a world of possibilities. What will you do?

Create a powerful message

“You deserve it” is a powerful message to use right now. The main message is the trigger for the entire Christmas campaign. Remember that many people have lost a lot this year, and your product or service can be something that helps them move forward, makes them feel better, or simply something they deserve after so many not-so-positive things this year.

However, don’t focus on the negative. People have plenty of that; they need to hear something different. Give them a reason to move forward; they will appreciate it.

Think about your audience

2020 has been a tough year for everyone. How has your buyer persona taken it? Thinking about people is very important to define the overall direction of the entire digital strategy.

A young person wants something different, an older person wants to gather with family, others decorate their homes, and some travel to visit their relatives.

Brands that used emotions to create successful campaigns

Throughout history, many companies have known how to exploit people’s emotions and have created impressive campaigns. What’s the result? An emotional connection with the audience, which translates to many sales.

Here are some examples:

Coca-Cola: This Christmas, the best gift is being together

Coca-Cola is always on the list of companies with the best advertising campaigns worldwide. This 2020 has been no exception.

“The most important thing now is to be with the people we love” is the message the brand wants to convey with its campaign. Undoubtedly, it’s an emotional story, full of action and adventure, but with a happy ending.

Have you seen the campaign video? Did you like it? Do you think the objective was achieved?

Bouygues Telecom: Much more than just technology

Over time, the bond changes, but love is forever. The main message conveyed by Bouygues is very clear. It’s incredible how a brand can use its product and connect it to such inspiring messages.

What did you think of this campaign? We loved it.

A gift is more than just a simple object. Apple always creates impressive campaigns; this is one of them. Gifts can also be shared; do you believe that?

What do you think of this Christmas campaign?

You’ve seen it. Emotions play a very important role in marketing during the Christmas and New Year season. Are you giving them the importance they deserve? It’s not an easy task, but it is necessary to keep your brand relevant.

Do you need help with your marketing strategies on digital channels? We can give you a hand.