The importance of emotions in marketing

January 23, 2016 Back to blog

Emotional connections are much more powerful as they produce the effect of feeling good and the thought we are doing something good. This extra benefit on self-reputation reinforces the message and, ultimately, associates a brand to certain symbols in the consumer’s mind.

When we send a message we must take into account what we say, to whom it is addressed, in which moment we say it and by which means. Winter is not the same as summer, nor is the weekend the same as New Year’s Eve. Sending a message via Twitter is not the same as sending it by e-mail. Likewise, when analyzing individuals, women tend to be more emotional than men, who tend to be more rational. Therefore, it is logical that, depending on the case, we should choose a strategy to carry out and a target to address.

Granted that people’s needs are never completely satisfied (they change and grow constantly as an individual has more experiences) when communicating something, we must be persuasive and create motivation. The key question is: what benefits will our product provide?


Types of benefits:


A benefit is the advantage of a product and a brand, in other words it is the main element of the promise we make to the target audience. These benefits influence the user’s decision. Often, there is a basic benefit and one or more supplementary benefits. Benefits can be rational or emotional. Let’s see what this means:


– Basic benefit: it is the main and obvious benefit. Depending on the product, it may not be communicated. In the case of a car, we do not specify that its main benefit would be that it will serve as a means of transportation. This kind of benefit should be communicated only if it is new or there are no competitors to differentiate from.

– Supplementary benefit: what makes people buy one product instead of another within the same product category? Its additional values. These values differentiate and position the brand. They are messages sent to influence the perception, the emotive nature and especially the point of view when acquiring a product. For this reason, it is necessary to think of the user’s experience to make products valuable.

– Rational benefit: this kind of benefit involves choosing a product because of practical or rational characteristics that improve the user´s experience. Therefore, it relies on satisfaction. If I buy a car with the newest safety system, I will be receiving an extra service-oriented functionality, absent in other products.

– Emotional benefit: this kind of benefit satisfies the purchase and consumption experience. Emotional benefits help establish a real connection between the brand and the consumer. These benefits are small details taken into account when valuing a product: I buy an American car in order to help national industry and, subsequently, I feel good about my decision.


Emotional benefit promotes more loyalty:


In order to differentiate one brand from another, we use emotions and positioning. Thanks to the emotional benefit, consumers will find an attribute which is inherent to the product after having used it: when I drive my car I feel like a different person, I feel superior.

Creating this connection with the user makes the purchasing and consumption experience more satisfying, as well as increases engagement. This emotional connection builds the trust that promotes customer loyalty. Everyone knows someone who consistently buys the same car brand.

It is true that emotional benefit promotes more loyalty and creates better bonds than rational benefit. Emotional connections are much more powerful, as they produce the effect of feeling good and the thought that we are doing something good. This extra benefit reinforces the message and, ultimately, associates a brand to certain symbols in the consumer´s mind.

Lastly, it´s important to remember to create a unique product, different to that of the competitors. According to Jack Trout, “positioning is a game where the competitor’s image is just as important as ours –if not more.”





Social networks are crucial to knowing where our brand is going and how it will connect with audiences. Major social networks will continue to include new features on their platforms. Following, all the news that will mark the decisions of the brands in social networks this 2017.

[INFOGRAPHIC] Social networks 2017: Everything a brand needs to know in order to obtain an efficient marketing strategy
Read More

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales. 2017 is already here, and with the new year there […]

20 essential news about Digital Marketing for 2017 that every marketer should know
Read More

There exists a phenomenon in the way our brain functions that helps us improve our strategy, like building and reinforcing our audience. Following are a few of them.

[INFOGRAPHIC] Basic psychological concepts to better improve our marketing strategy
Read More

Despite new technological innovations, television continues to maintain its position.  

[INFOGRAPHIC] Television: The medium with the highest return on investment
Read More
[INFOGRAPHIC] The Christmas consumers: How is our behaviour during this peak season towards the brands?
Read More

Christmas is arriving earlier and earlier each year. And while the days on the calendar tell us one thing, advertising puts a lot into it so that up to two months before we are already thinking about gifts, ornaments, last minute purchases and returning home for Christmas. We can say that ads are an inherent […]

The Perfect Recipe for Christmas Ads: Special Top Ten Christmas Commercials of 2016
Read More

E-commerce is the buying and selling of products or services via electronic media such as the Internet. This allows us to be able to collect a series of e-commerce data concerning sectors, gender and meteorology. The latter affects (and much) to purchase decisions online users as to the operations of the companies.

[INFOGRAPHIC] What e-commerce data affects to purchase decisions?
Read More

The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.   Black Friday and Cyber […]

Black Friday and Cyber ​​Monday, and how to get a head start of Christmas shopping
Read More

Both events produce a special mood around Christmas, causing more publicity, shopping and the Christams spirit itself to arrive. Thanks to this, selling becomes easy.

[INFOGRAPHIC] Black Friday & Cyber Monday: An important shopping event both inside and outside the U.S.
Read More

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like […]

What meteorology and seasonal influences (among other events) eCommerce?
Read More

Infographic: Multiplatform campaigns. The new way of reaching the consumers.

[INFOGRAPHIC] Multiplatform campaigns: The new way of reaching the consumers
Read More

Infographic: Current status and usage of social media.

[INFOGRAPHIC] Current status and usage of social media
Read More

Cognitive biases that influences the mind of the consumer.

[INFOGRAPHIC] Neuromarketing: Cognitive biases that influences the mind of the consumer
Read More

Tips on how to achieve horrifyingly great results.

[INFOGRAPHIC] How to incorporate Halloween into our marketing strategy?
Read More

Up until recent times, we have been watching TV and when the commercials air, we take the opportunity to do things like go to the bathroom or go running to the fridge to get something to drink. Today, it all has changed. Our tablets or mobile phones are with us at all times. Even when […]

TV Sync: A channel with immediate interest from the viewer.
Read More

The content that is streamed does not substitute traditional TV, it is complementary.

[INFOGRAPHIC] Traditional TV vs. TV Streaming
Read More

Internet, one of the greatest winners (after television).  

[INFOGRAPHIC] Global Ads Spend: Summary of 2016 and forecast of 2017
Read More

Real-time Moments of Sync: great opportunities captivating the attention of the TV viewers.  

[INFOGRAPHIC] Real-Time Moments of Sync
Read More

Until relatively recently Halloween was best known as an American tradition, but it seems that many Brits are now firmly digging their claws into the hubble bubble holiday. As the month of October starts, we are likely to witness the preparations and signs of Halloween all around us — people dressed up in costumes, candy […]

Are you prepared for Halloween 2016?
Read More

This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, […]

What is Moment Marketing (and what is not)? Steps to carry out your Moment Marketing Plan
Read More

To make effective measurements of our campaigns that tell us whether we have reached the return of the deposit or ROI, the first thing we ask is what are the measurable elements in email marketing. When you send an email marketing campaign from a delivery platform, we automatically generate different data that can even be […]

Tips on how to measure the success of our email marketing campaigns
Read More

The summer and holidays are full of activities and events to attend. And the weather greatly influences what happens at this time. That is why our behaviours vary and so do the initiatives we take to perform certain activities and not others different. When it’s hot, we crave different things. Weather forecasts give us the […]

An Olympic summer: How can we take advantage of our brand during this season?
Read More

Back to school marketing and sales

[INFOGRAPHIC] Back-to-school: Marketing and sales
Read More

How to save time and money in your marketing strategy? Keep on reading:

[INFOGRAPHIC] 5 Revolutionary formulas to save time (and money) in a marketing strategy
Read More

Moment Marketing shows how the world is not independent of consumers.

[INFOGRAPHIC] Moment Marketing: Opportunities with our users in real-time
Read More

The Olympic Games have always been a place for brands. Like atletes, the compete with other companies to gain the attention of an audience, in this case, globally.

Read More

Multiscreen consumers are more observant than single screen viewers.

[INFOGRAPHIC] Multiscreen consumers: The most observant of all users
Read More

Steps to achieve success with your Moment Marketing Plan.  

[INFOGRAPHIC] Moment Marketing Plan: Steps to achieve success with your real time plan
Read More

The new trigger from Ad-Pure, TV Sync, lets you synchronize your online campaigns with your TV commercials.

Read More

Moment Marketing is the strategy in the marketing universe that stands out by the speed of reaction and by doing so, the brands arrive to the consumers before any competitor. With the launch and subsequent success of the new App Pokémon Go, we clearly see the consequences of moment marketing on products, as you already […]

How can Pokémon Go and Moment Marketing benefit your brand? Examples of real-time strategies
Read More