Emotional Marketing - Connecting With Your Audience
Updated: Mar 24
Have you noticed how marketing and advertising have changed over the years? Decades ago it started with print. It evolved to the radio, then television and so on. Ever since the introduction of social media, organizations and businesses have had to change how they reach their audience.
In November of 2007, Mark Zuckerberg, the founder of Facebook, introduced advertising on the social platform through what was called the “Marketplace,” which was an app for classified listings.
It wasn’t until 2010 when advertising on Facebook became a game changer. Individuals were not only able to customize their ads, but new, more refined targeting options became available. By introducing these new features, marketers were able to target their audience by more specific characteristics to ensure their products and services where being seen by their ideal buyer.
2010 was an incredible year for Facebook. Not only did they change the advertising game on the platform, but it also became mobile. That’s right. Facebook developed and launched its mobile app.
By 2012 they had developed and launched mobile ads. This new feature allowed ads to display in the News Feed section. This was done so users experience would not be interrupted. Crazy, right?!
I’m sure by now, you can see how appealing social media became to marketers and businesses. And it only got better. In 2013, Facebook introduced Lookalike Audiences. This feature allowed companies to expand their reach and target audiences who had similar characteristics to their existing one. As this was happening, Facebook users, especially mobile ones, began to skyrocket. According to TNW, they had well over 800 million people actively using the mobile app by the end of September 2013, and the numbers continued to grow year over year.
So why am I writing about Facebook advertising? This was the catalyst for a new age of marketing.
Social media allows individuals to connect globally. In my opinion, it is one of the most emotionally charged avenues on the internet highway. Users all over the planet can not only share family pictures or vacation videos, but they can also share their thoughts, feelings and ideas.
This new found freedom has had a significant impact on brands. It has forced companies to step outside of their typical marketing strategies and start looking at what their followers are saying and connecting too. They now need to be able to relate to their audience, hence the introduction of emotional marketing. According to SEO Processor, emotions on social media are contagious, and companies want (and need) to jump onto the feelings bandwagon.
If businesses use emotional content, they become real and relatable. And when a company is relatable and real, people are more inclined to trust the brand. When someone believes in a brand, they are more likely to purchase their products over someone else. Do you see where I’m going with this? Emotion allows organizations to connect with their audience on a completely different level.
So the next time you are creating a Facebook ad or posting to Instagram or whatever social you use. Stop and think about your content and how it will connect with your audience. My guess is if you make the connection, you’ll generate new leads, which have the potential to become new revenue.