Marketing is defined as the creation of long-term relationships. Although we live in a time when markets are saturated and product differences are minimal, the concept of marketing differentiates our brand from the competition and how we relate and how we approach our target market.
It is no longer enough to only develop innovative products or interesting advertising campaigns, our brand must have a strong personality to establish deep and lasting emotional connections with our customers.
Thus, emotional marketing focuses on promoting feelings/emotions that create favorable attitudes and actions towards the brand.
Although the decision to buy has a very important rational component, consumerism also has an emotional component that results in future purchases; however, emotional marketing goes beyond creating repeat customers, it builds the brand-customer relationship based on experiences allowing our customers become promoters of our products and/or services.
We live in an era where marketing does not sell products but emotional benefits and promises. Marketing is no longer a battle fought with competition products but with consumer perceptions and emotions.
Jorge Chavez is Senior Editor at Mijo! Brands of Mexico.
