Emotional marketing: a real asset for B2B?
The B2B industry is constantly on the lookout for new concepts to attract customers. Whether through digital or traditional communication tools, the goal remains the same: to win contracts. But can marketing “new trends” (even if they really aren’t) like emotional marketing influence a customer’s buying decision? The answer is undoubted yes, emotional marketing is a factor in generating more leads. As digital technology has changed our consumption patterns, customer expectations have also changed. Whether in B2B or B2C, the issue of personalization Benin Email List is becoming a strategic issue for brands. The strategy of emotion that we find in advertising since the end of the 60s is applied more and more in digital tools. Today the personalization of demand makes it important to create emotion in the buyer.
Emotional marketing responds to 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 issue for the B2B sector? We can also question the effectiveness of this method in an environment where buyers take more risk? How to define emotional marketing could be defined as the set of marketing techniques that arouse 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 human senses you will be able to convince a customer, this is called sensory marketing. To illustrate emotion through the senses, here are a few examples: Smell when you walk past a bakery, grocery store, smells can give you a positive emotion. This smell unconsciously prompts you to say to yourself “it smells good”, to think about the purchase or even to buy it. By this emotion your baker or grocer will have been able to sell you something. The touch when technical products gives you a pleasant feeling. Hearing and sight when you watch a video, a commercial 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 succeeds in provoking emotions. The taste which in the simplest example can make you come back 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:
Promote the act of purchase Create brand attachment Retain the advertising, product and brand name. Why establish an emotional marketing strategy By its definition, emotional marketing is a lever that can reach a large number of people. In addition, emotional marketing responds to an increasingly sought-after customer expectation of 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 the product test, you increase your chances of winning new customers.
However, it is difficult to get tested while personalizing services and products in B2B. But a demonstration on 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, they 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.