Empathy is not meant to promote nor sell one’s product. Marketers should leverage empathy by putting the consumer’s best interests at heart, feeling their concerns, and seeking a solution that is beneficial to their everyday life. In order to do this, it takes S.O.U.L. What does it mean to have SOUL?

Marketing TrendsAgencySparksJanuary 5, 2018empathetic marketing, SOUL, empathy, impactful marketing, infographicComment

Using Emotions to Enhance Marketing

Emotions play a crucial role in the way marketer's frame their content. It allows marketers to discover what consumers actually want. When evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). Emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content by a factor of 3-to-1 for television commercials and 2-to-1 for print ads. When data and stories are used together, audiences are moved both emotionally and intellectually.

Marketing TrendsAgencySparksJanuary 5, 2018empathy, empathetic marketing, emotional marketing, emoticons, loyalty programs, retargeting, permission marketing, infographicComment

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