The Emotions of Marketing

Emotions are present in every decision, every thought process, and every action. Digital Marketing has changed how emotions are displayed, expressed, and ultimately, how they can be harnessed for powerful messaging. 

How do emotions impact marketing?

Consumer emotions are a barometer to the success of digital campaigns. Every marketer should know the implications of emotions into their strategy, as well as utilising emotions to incite success with campaigns. Emotions cause motivations; therefore if your marketing can create the right emotion for the right audience, they can be motivated to buy.

How do people express emotion on social media?

Displaying emotion on social media vastly differs between platforms. Instagram can be considered the ‘happiest’ of mediums with joyful conversation leading 30% of all conversation. This is important for social media marketers as it can influence your tone of voice and how it should differ on each of the platforms. Your content must be curated in order to appeal to your audience, their values, and very importantly, in a way (both tone and platform) that they appreciate and ultimately reflects them. Furthermore, analysis of emotional trends on social media is important for customer services. Preparation for how different audiences will react on different social media profiles is important, as social media marketers must be able to respond professionally and personally.

Connecting Emojis and emotions

With the rise of Social Media, language has changed online. The introduction of emojis as a ‘fun’ pictorial format of have now become innate in digital communications, but how do these modern-day hieroglyphs represent our emotions? Emojis have become increasingly important in digital language and has now been recognised for their role in communication by Oxford Dictionaries. The ‘word of the year’ in 2015 was ‘face with tears of joy emoji’.

Emojis in Marketing

Emojis add their own emotion and sub-meaning to our language. Some marketers believe that emojis online can create a more relatable and ‘human’ tone of voice for their brand. However, when using emojis in marketing campaigns, careful consideration of your audience’s vernacular and understanding of meaning of emojis is necessary. For example, typically a picture of a ‘skull’ would mean dead, bad, and negative; however, for the GenZ and Millenials demographic, this emoji represents the term ‘Dead’ in the context of being funny. Cultural nuances and modern slang is a vital precursor to use of any emojis in your marketing.

Listening to your customer has become one of the most important tools when creating your digital marketing and social media marketing strategies; however, listening to your customer is more than just data on whether they converted. Social Listening is able to give great insight into how your customers feel about your brand, and what you need to do.

Thump’s marketing strategies always start with your audience and truly understanding them. Whether we are building a website, social media strategy, or a brochure – we look to your audience and create something unforgettable for them. Take your Marcomms on the journey from great to better with Thump.

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