How to Develop an Emotionally Resonant Digital Marketing Strategy

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We offer you this excellent contribution from Forbes

Emotional resonance is almost mandatory in today's marketing landscape. You can't simply make a great product and rely on buyers to come to you; you have to attract them. And with inflation driving customers to save money, you can't rely on brand loyalty to keep them coming back.

To attract and retain a customer's attention in an increasingly competitive and unpredictable market, you need to build anhui mobile number database and lasting connections. Then, like a good romantic partner, you need to make them feel truly seen and understood. Here are some ways to get started.

1. Study your customer's feelings
Research shows that people's decisions are driven more by emotion than logic. If you can understand what's in your customers' hearts, you can calibrate your strategy to pull the right strings.

To do this, you can use traditional market research tools like customer analytics, surveys, and CRM data. But these may not give you the depth you need to truly connect with your customer. You don't just need to anticipate your customers' behavior and decisions. You really want to understand why they make the choices they do and how they feel about their decisions.

Focus groups and other qualitative research tools give you more insight, but they require significantly more time and money. Instead, you can partner with companies that are innovating the science of emotional data collection , developing more advanced methodologies for understanding customer reasoning. Through advanced analytics, they can quickly determine what motivates customers and figure out how to persuade them to take action.

2. Rewrite your story
Once you understand what matters to your customers, you can begin to realign your messaging with their sometimes surprising feelings. If you sell hybrid cars, you might discover that your audience cares more about feeding their families than saving the planet. If your current brand story is about environmental benefits, you can start promoting the long-term savings of hybrids instead.

Remember the kind-hearted protagonist in the Thai life insurance commercial that went viral a few years ago? The spot played on consumers' feelings of empathy and desire for connection, without actually saying anything about the product. Ads like this work because they make customers feel something and make them remember you.