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Emotional marketing | Habefast

Habefast Marketing Emotional Glossary

Emotional marketing refers to marketing techniques that rely on the emotions of consumers to connect with them and make them join the company.

Emotional marketing: definition

Originally, its aim was to make people feel emotions, but today it consists of analysing emotions, detecting them and targeting them.

Generally, this type of marketing does not seek to sell a product and praise its merits, but it really serves to create a positive or negative feeling in an audience that will then be attached to the company’s image. The image of the company will be retained by consumers, regardless of the emotion experienced. 

The most commonly used emotions are joy, love, fear and anxiety.

What tools should be used for emotional marketing?

To succeed in arousing emotion in consumers, there are certain tools that work better than others.
For example, videos are the preferred medium for conveying emotions, because this format combines both image and sound and also allows for the development of a whole storytelling. The consumer is immersed in a universe.

Example of emotional advertising: 


Images can also be a good vehicle for emotions as they are easily remembered and leave room for the imagination of the person viewing it. Sometimes an image can express many things in a very simple way.