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As marketers in the Age of Digital, we are moving at the speed of digital without the chance to assess patterns and think deeply about our work. Meanwhile, consumers' devices are constantly bombarded with marketing clutter and meaningless ads that don't take the time to understand consumers' needs or preferences.

As it always has, our success as marketers stems from using emotional marketing to focus on consumers' needs and preferences in order to capitalize in our markets. However, although emotional marketing is a powerful approach, it cannot stand alone; it needs to be integrated within marketing channels and tactics.

With the emergence of influencer marketing as an important trend, part of our job as marketers in 2019 is to pair emotional marketing with influencer marketing so that we can better target and reach our desired audiences.

Let's review how you can integrate emotional and influencer marketing into your content marketing program this year and beyond.

What is emotional marketing?

Emotional marketing is an method that's driven by your target audiences' feelings and values. It involves connecting with your audience through a captivating story that aligns with their beliefs. Those connections are critical, considering that emotional responses influence intention to buy much more than the ad's content itself, research shows.

But what does emotional marketing entail?

It starts with defining values that your brand was established upon and using those principles to make connections with your customers.

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ABOUT THE AUTHOR
image of Mark C. Nardone

Mark C. Nardone is executive vice-president at PAN Communications, an integrated marketing and PR agency for B2B technology and healthcare brands. He oversees the firm's strategic focus across brand marketing and business development efforts.

LinkedIn: Mark Nardone

Twitter: @MarkCNardone