[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/06\/06\/commerce-emotion-marketing\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/06\/06\/commerce-emotion-marketing\/","headline":"Emotion in marketing: When it comes to purchases, I second that emotion","name":"Emotion in marketing: When it comes to purchases, I second that emotion","description":"Does a successful marketing campaign depend on evoking emotion from your customers? The answer is a resounding \"yes.\" ","datePublished":"2016-06-06","dateModified":"2022-07-13","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/#Person","name":"Jamie Anderson","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jamie-anderson\/","identifier":119,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/249ae804963762332acd20e644bfe865782bee3d64ee223d5dd6a28e548b47b5?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/06\/thumbnail-38262f24d0b09e2246f766edbf762951.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/06\/thumbnail-38262f24d0b09e2246f766edbf762951.jpeg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/06\/06\/commerce-emotion-marketing\/","video":[{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE","name":"Range Rover Sport Review: Mud and Track | Top Gear | Series 20 | BBC","description":"Richard takes the new Range Rover Sport out for a test drive - which includes a lot of mud, water and some very steep hills. It's then up to The Stig to test out the 'sport' part of the Range Rover's name.\n\nSubscribe for more awesome Top Gear videos: http:\/\/www.youtube.com\/subscription_center?add_user=Topgear\n\nTop Gear YouTube channel: http:\/\/www.youtube.com\/topgear\nTopGear.com website: http:\/\/www.topgear.com\n\nTop Gear Facebook: http:\/\/www.facebook.com\/topgear\nTop Gear Twitter: http:\/\/twitter.com\/BBC_topgear\n\nThis is a commercial channel from BBC Studios. Service & Feedback https:\/\/www.bbcstudios.com\/contact\/contact-us\/","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/gWL-r72tGOE\/default.jpg","https:\/\/i.ytimg.com\/vi\/gWL-r72tGOE\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/gWL-r72tGOE\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/gWL-r72tGOE\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/gWL-r72tGOE\/maxresdefault.jpg"],"uploadDate":"2014-04-27T10:38:23+00:00","duration":"PT7M56S","embedUrl":"https:\/\/www.youtube.com\/embed\/gWL-r72tGOE","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCjOl2AUblVmg2rA_cRgZkFg#Organization","url":"https:\/\/www.youtube.com\/channel\/UCjOl2AUblVmg2rA_cRgZkFg","name":"Top Gear","description":"Welcome to the official home of Top Gear on YouTube. Delve into the largest depository of Top Gear content on the web, from Ken Block drifting London in the Hoonicorn to a McLaren Speedtail vs an F35 Fighter Jet. There\u2019s early access to some of the world\u2019s most exclusive metal from the Top Gear editorial team plus performance car reviews, unseen car collections and interviews with the biggest names in motoring. You\u2019ll also find our latest video series including Top Gear Tunnel Run, American Tuned with Rob Dahm and the fastest power laps from our benchmark racing driver: The Stig.\n \nThis is a commercial channel from BBC Studios. Service & Feedback https:\/\/www.bbcstudios.com\/contact\/contact-us\/\n","logo":{"url":"https:\/\/yt3.ggpht.com\/c0nmA0JjaCrLsFYdhuNy89WbM0Zqol_VHyh5wiLDwE9_hR5UwlgGkH_RmzWpsLnieNx3MjHURw=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":16351653}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=gWL-r72tGOE#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":106300}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg","name":"Harry and Paul - Clarkson Island","description":"A sketch from Harry and Paul S02E02... Clarkson Island.\r\n\r\nHarry Enfield and Paul Whitehouse, British comic legends.","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/DMuO-8S_0Wg\/default.jpg","https:\/\/i.ytimg.com\/vi\/DMuO-8S_0Wg\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/DMuO-8S_0Wg\/hqdefault.jpg"],"uploadDate":"2008-09-13T03:37:11+00:00","duration":"PT4M35S","embedUrl":"https:\/\/www.youtube.com\/embed\/DMuO-8S_0Wg","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCmPEnzdVOoM7vDWFH1R3itQ#Organization","url":"https:\/\/www.youtube.com\/channel\/UCmPEnzdVOoM7vDWFH1R3itQ","name":"zerosecws","description":"","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_kjdk7e4nsSboDrJ7ra9M4wI8MGa4r2K9FlXFRnx_fhLQ=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":3578274}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=DMuO-8S_0Wg#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":34018}]},{"@context":"http:\/\/schema.org\/","@type":"VideoObject","@id":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I#VideoObject","contentUrl":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I","name":"Talladega Nights - Trailer (2006)  Racing","description":" ","thumbnailUrl":["https:\/\/i.ytimg.com\/vi\/Aww6dT5s41I\/default.jpg","https:\/\/i.ytimg.com\/vi\/Aww6dT5s41I\/mqdefault.jpg","https:\/\/i.ytimg.com\/vi\/Aww6dT5s41I\/hqdefault.jpg","https:\/\/i.ytimg.com\/vi\/Aww6dT5s41I\/sddefault.jpg","https:\/\/i.ytimg.com\/vi\/Aww6dT5s41I\/maxresdefault.jpg"],"uploadDate":"2012-01-22T22:18:00+00:00","duration":"PT2M12S","embedUrl":"https:\/\/www.youtube.com\/embed\/Aww6dT5s41I","publisher":{"@type":"Organization","@id":"https:\/\/www.youtube.com\/channel\/UCELSuzqqfPwpgA3DDjdkvrQ#Organization","url":"https:\/\/www.youtube.com\/channel\/UCELSuzqqfPwpgA3DDjdkvrQ","name":"SportsNutMovies","description":"","logo":{"url":"https:\/\/yt3.ggpht.com\/ytc\/AIdro_l5Y_Vqh4zqajPpBRk4blaEcJpdj2vUNsDog9_jQPY=s800-c-k-c0x00ffffff-no-rj","width":800,"height":800,"@type":"ImageObject","@id":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I#VideoObject_publisher_logo_ImageObject"}},"potentialAction":{"@type":"SeekToAction","@id":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I#VideoObject_potentialAction","target":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I&t={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"},"interactionStatistic":[[{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I#VideoObject_interactionStatistic_WatchAction","interactionType":{"@type":"WatchAction"},"userInteractionCount":94768}],{"@type":"InteractionCounter","@id":"https:\/\/www.youtube.com\/watch?v=Aww6dT5s41I#VideoObject_interactionStatistic_LikeAction","interactionType":{"@type":"LikeAction"},"userInteractionCount":318}]},null],"about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/trends-commerce\/","name":"Trends","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Fad","http:\/\/www.wikidata.org\/entity\/Q787045"]}],"wordCount":584,"keywords":["Content Marketing","Customer Engagement","Digital Trends","Emotional Commerce","Marketing Trends"],"articleBody":"I\u2019d rather go for a run than sit in the car, but driving (safely) through big puddles is my guilty pleasure. There\u2019s nothing quite like it. I crest the hill, Supertramp on the stereo, the road stretches out before me, empty except for a silver mirror of water that invites me to make a big splash just like in the adverts.\u201cGo on,\u201d it seems to say. \u201cThere\u2019s no one coming, no one on the street. You won\u2019t get another chance like this.\u201d I check the rear view mirror, dab my foot on the gas, and SKADOOOSH! Sublime satisfaction and childish glee all rolled into one.It\u2019s constructing and selling \u2018moments\u2019 like these that help the automotive industry sell cars. They\u2019ve got an interesting dilemma. Nearly 90 million cars and commercial vehicles were made in 2014, there\u2019s well over 806 million on the road globally and while demand is strong in developing countries, it\u2019s slowing in developed nations.Younger generations, especially in cities, just don\u2019t care about cars. The mass market is catching up with luxury.Safety and regulatory requirements are growing, and so is information on all sides.      Automotive subscription services: Car ownership steered a new way                A big shift in the attitude to car ownership is rounding the turn. If you can hail a car to take you anywhere at will, why do you need to own one? What subscription services will mean to the future of automotive.      Emotion in marketing: Does a successful campaign depend on emotional content?This is where canny marketing should be making a difference. On a pure product level, the differences between makes and marques is not big. Once you\u2019ve decided to buy, say, a weekend runaround, all cars in that bracket basically do the same thing, with the same technology and extras.Instead your choice is influenced by the intangible: your loyalty to the brand, what you want other people to think about you, how it makes you feel and the emotion it creates (plus of course whether it can power through big puddles in style). It\u2019s like Bruce Lee said. If it lacks emotional content, there\u2019s no power to it. It\u2019s just a thing.And I suppose that for things like this to play a part in buying decisions, there\u2019s an edge of The Emperor\u2019s New Clothes. The new owner has to be complicit in the illusion.Success comes when you understand that most traditional tool: making an emotional connection with your audience. My old boss Ian Graham started out as a car salesman. He told me he never tried to sell the car. Instead he\u2019d get them to sit in it, to tell him about their needs, about what music they\u2019d blast on the tape deck, and then ask them: \u201cCould you see yourself in a car like this?\u201dIt\u2019s about identifying and selling how the product fits their lifestyle. Looking at tech \u2013 both software and hardware \u2013 there\u2019s a lot to learn from the automotive sector\u2019s experience as well as other heavily trend-influenced industries, such as watches. If the differences between products in a sector are likely to narrow, then understanding, managing and marketing this emotional content \u2013 selling how it feels to use something \u2013 is nothing short of critical.  In 2023, customer loyalty dropped 13%.In 2024, it fell by 10%.Is your brand retaining \u2013 or repelling \u2013 customers? Get the data + details on how to keep consumers loyal in this REPORT. "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"06","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/06\/\/06\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Emotion in marketing: When it comes to purchases, I second that emotion","item":"https:\/\/www.the-future-of-commerce.com\/2016\/06\/06\/commerce-emotion-marketing\/#breadcrumbitem"}]}]