I’m doing Emotional Marketing, why do I still need data?

 I'M DOING EMOTIONAL MARKETING, WHY DO I STILL NEED DATA?



Emotional marketing is very powerful but also very difficult.  You need to be able to create an engaging story with empathy.  If it is not true to your brand and doesn’t resonate with the customer, it could easily backfire.  Even when it is successful, it may alienate some other people.  It takes real understanding and commitment.

The Ultimate Guide to Emotional Marketing

Hubspot have a great blog that explains Emotional Marketing and how to do it[i].  The steps it describes for an Emotional Marketing Strategy are:
  1. First know your audience
  2. Lead with color
  3. Tell a story
  4. Create a movement or community
  5. Inspire the impossible
  6. Project an ideal image
emotional_marketing1

Actions are driven by emotions – data can track actions

The first step involves using your data and engaging directly with customers.  It should be a thorough understanding of your data in order to segment, create personas and map customer journeys.  You need to be able to recognize what is valid and what should be disregarded.  Data can be more relevant than customer responses to a survey.  When it relates to their actions like purchase frequency we can identify what emotions might be driving those actions.  The saying is that “Actions speak louder than words” and that is because actions are a closer representation of our emotions. 


How do you use data in your Emotional Marketing campaigns? 

[i] Hubspot, Sep 2018, The Ultimate Guide to Emotional Marketing, https://blog.hubspot.com/marketing/emotion-marketing

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