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[March 10, 2014]
Scott Dylan Urges Businesses to Discover the Emotions of Marketing
(Cision Via Acquire Media NewsEdge) Scott Dylan is one of the country’s leading social media strategists (
having worked with big names like Disney, Microsoft and the NHS on digital strategies and online marketing projects. With his wealth of experience, he is now encouraging all businesses to consider emotions in their marketing strategies, rather than leaving consumers cold with lifeless promotional activity.
Emotions have a huge influence in purchase decisions, consumer behaviour and online activity which, when leveraged, can be a powerful resource in the hands of businesses. Emotions help businesses to connect with their audiences in a more engaging way, and they can have a huge effect on the way a business is perceived online. Scott Dylan is urging more businesses to get ‘emotionally savvy’ with regards to their marketing campaigns.
He says, “In an online market that is saturated with content marketing and businesses trying to outdo one another, one of the most important things for marketers to do is target emotions rather than wallets. Content needs to strike an emotional chord with consumers to be effective, whether they’re going for something heartwarming and sweet, laugh-out-loud hilarious or poignant and touching. Businesses with a great ‘emotional IQ’ and a wide range of emotions expressed in their content will outperform their competitors on every scale, and will have a core client base that is engaged and switched-on with regards to their online content: surely every marketers dream!” Five of the top emotions to appeal to in a marketing strategy are fear, pride, guilt, greed and love. Note that not all of these emotions are positive ones. Fear is used to create a sense of urgency and prompt a swift purchase decision; place an offer ‘for a limited time only’ and urge people to get them before they miss out to cultivate a sense of fear that they might be losing out on something important. Guilt is an effective way to encourage consumers to take action; in order to assuage their guilt, audiences will be convinced to invest in a certain product or service. For example, someone feeling guilty about not doing enough laundry could be well targeted by a local launderette or personal dry cleaning service. Someone consumed with guilt about having empty cupboards would be more willing to order a food delivery service or visit a restaurant.
Love is the most potent of the top five emotions, and it can encompass a lot of different things. Whether you love a person, love a certain flavour of crisps, love a restaurant, love the brand itself or whether you are loved, the topic of love in marketing always seems to generate engagement and influence purchase decisions. Consumers will do funny things when swayed by love or on the hunt for it – marketers that don’t utilise this strong emotion are missing out.
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Editor’s Note: Issued by Dakota Digital. Please direct queries to Scott Dylan. Email: firstname.lastname@example.org This information was brought to you by Cision
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