Digital specialists in the
The future of
Here’s why emotional marketing drives ecommerce.
Focus on Emotions
Technology presents so many ways to measure consumer behaviours like click and bounce rates, A/B testing, hot spots and more. Coupled with customers ordering the latest season’s loafers on their commute. It is easy to see how ecommerce has become more about convenience and less human. This approach to selling and marketing online can only tell retailers so much.
What retailers really need to be measuring to truly understand their customers are emotional drivers. L
Elements like marketing content that tap into the customers’ positivity or pointers like ‘only 1 left in stock’. W
In short, the purchasing decisions we make are very rarely based on rational factors. T
Understanding Consumer Psychology
Our decisions are made using a part of our brain called “System 1”. It is larger and faster than the logic-driven parts of our brain, known as “System 2”. This relies on feelings and emotions to make choices. The most startling truth is we don’t even think our way to logical solutions. Instead, we feel our way to reason.
Emotions are the substrate, the base layer of neural circuitry underpinning even rational deliberation. Emotions don’t hinder decisions. Rather, they constitute the foundation on which they’re made. In today’s fast-paced and competitive landscape, ascertaining the consumer psychology behind your potential buyer is more than a vital condition for success. After all, it’s the emotional strings you pull that consciously or subconscious motivate the buyer to hit the checkout button.
Emotions are the primary reason consumers prefer a brand name or shop with a retailer over another. After all, many products we purchase are available as generic brands with the same ingredients and at cheaper prices.
Emotional connections rationalise our decisions to pay more for a brand name product over another somewhat identical product. If the representation consists only of the features and
Building Out a Consistent Brand Narrative
The richer the emotional content of a brand’s mental representation as exemplified by the words used to describe the brand, its personality characteristics in packaging/visual imagery and the brand ‘narrative’. The more likely a consumer will buy the product.
This is why smart
Do what you can to invent a consistent narrative for your e-store. This includes everything from designing a free logo via Shopify and
Hopefully this article has given you more than enough insight into why emotional marketing drives ecommerce so you can convert more sales. Good luck!