Why It’s Important To Emotionally Connecting with Consumers

Why It’s Important To Emotionally Connecting with Consumers

In a world of multi-messaging and multi-screening, it is imperative for brands to create an emotional connection with consumers. 
Most of us are using multiple devices to view content on smartphones, tablets, desktops, laptops and now even watches! According to a report published by Accenture and featured in LostRemote, 87% of consumers use more than one device at a time, making it extremely difficult for brands to engage emotionally with consumers.
Creating an emotional connection and tapping into consumers’unspoken emotional needs can often increase consumer engagement with a product or brand.
According to a research study published in Harvard Business Review, customers who are emotionally connected to a brand are 52% more valuable to the brand than customers who are highly satisfied. This value can be measured in the form of increased sales, recommendations to friends and family, increased engagement via social media and additional visits to their location. about it, but what is it, really?
This study also highlights ten “emotional motivators” that brand should address when connecting with their consumers.  The list includes the following.
  • Stand out from the crowd
  • Have confidence in the future
  • Feel a sense of freedom
  • Feel a sense of thrill
  • Feel a sense of belonging
  • Protect the environment
  • Be the person I want to be
  • Be secure and succeed in life
It is important to measure and understand the “emotional motivators” or the feeling that drive a customer’s behavior and, ultimately increase engagement.
This information will not only help to provide insights into customer satisfaction and brand knowledge but will also be incredibly useful when developing a marketing and communication strategy.

One of my favorite quotes that I stumbled upon when reading a study published in by Oxford Unversity is, “people don’t share facts they share emotions.”  I couldn’t agree with this more!

References

LostRemote: Accenture Report: 87% of Consumers Use Second Screen Device While Watching TV

Harvard Business Review: An Emotional Connection Matters More than Customer Satisfaction