BUSINESS
Emotional Marketing, The New Paradigm
Consumer trends and habits have changed more rapidly in the last 10 years than in the past century. Multiple factors such as new technologies, social media and a more self-conscious costumer have varied the ways we buy and our levels of loyalty towards brands. The consumer’s mind is full of messages and information that can barely be processed. Our brains are no longer a territory to conquer. So, brands need a deeper and wider knowledge of their clients. Emotions are the key in this new quest and here is where Emotional Marketing should lead a new path hand-in-hand with Emotional Data: a completely new approach to Big and Smart Data that focuses on the emotional behaviour of the consumer. Emotions have not been measurable in the past but, today, new technologies provide tons of information about the way we feel, from our facial gestures to our voice or intonation. And we should not forget that the final step in the purchase process is always related to an emotional factor. Welcome to the era of Emotional Marketing!
