Emotional marketing refers to marketing efforts that primarily use emotions to make the audience notice, remember, share and buy. Emotional marketing typically taps into emotions such as happiness, sadness, frustration to prompt a consumer response.
Human emotions are like colours, there are a few defined concepts but for the most part, emotions exist on a spectrum. One tiny change in the spectrum can lead to different kinds of emotions.
Depending on your industry, product or audience, you can’t always target “general happiness” You need to precisely define what emotions you’re planning on targeting. This will influence the details of your marketing such as your copywriting, media, graphics choices, and help it be as effective as possible.
For your emotional marketing strategy to work, it must be authentic and honest. You need to truly understand both the audience and the brand’s identity to choose the right approach.