Marketing is not as simple as it used to be, fact. Past campaigns, adverts and slogans all have one trait in common; they promote and provide solutions towards a happy resolution. It is seen to be an unquestionable feat that when you buy their product you will then become happy. The era of marketing in the 1960s is a prime example for an industry that mass produced a happy advert equals happy customer format.
However, things have changed with audiences proving harder and harder to target. A reason for this is within growing markets audiences now have multiple options to choose from, they therefore no longer look for a solution, but are looking for the brand that is trustworthy and that is relatable. Audiences have become more active in their decoding and understanding of messages within campaigns and adverts. The way they perceive what they are being shown shows a more intelligent audience, hence why marketers need to provide a more intelligent formula for them to accept.
Marketers have also evolved to. In order to stay relevant and attractive to their audiences, they have transformed into a role that is capable of understanding what an audience desires, and selling them that dream. This is achieved through emotion driven marketing, by targeting specific emotions they are able to form a connection with the audience. The emotions can range from guilt to envy; the amount of emotional angles is limitless – depending on the creativity of the marketer themselves. A successful marketer is able to use a variety of techniques to tap into these various emotions, that will allow them to be successful in selling their brand/product.
While trying to understand your whole audience’s individual thought process seems overwhelming (it is) there is the introduction of analytical tools in the market. These tools are making it easier to process this mass influx of data marketers are targeting, and trying to understand. Whilst this does provide a shortcut for marketers, it is essential that it remains within ethical boundaries, and not crossing the line between your audience’s privacy. Facebook faced heavy criticism when it revealed its ‘emotion contagion’ experiment which involved the use of user data breaching their ethical protocols.
How people feel reveals how they think, and if you understand how they think you can create the perfect material for them. Today’s marketers are now aware of this process, and are in a continuous race to decipher the emotions of their audience. Companies such as Nike and Apple are successful examples of where they have managed understand their customers and used their knowledge to create emotion driven marketing material, transforming them into the respected and reliable brands that they are today.