La importancia de lo emocional en marketing

December 22, 2015 Back to blog

El vínculo emocional es mucho más poderoso, produce el efecto de sentirse bien, de pensar que estamos haciendo algo bueno. Este beneficio extra sobre la reputación de uno mismo es lo que refuerza el mensaje y lo que, en definitiva, asocia una marca a unos determinados atributos ubicados en la mente del consumidor.

 

Cuando enviamos un mensaje hemos de tener muy en cuenta qué es lo que se dice, a quién se dice, cómo se dice, cuándo se dice y por qué canales. No es lo mismo estar en invierno que en verano, ni en fin de semana que en fin de año. Tampoco es igual enviar nuestro mensaje por Twitter que por E-mail. Asimismo, a la hora de analizar al individuo, existe la teoría de que las mujeres son más emocionales que los hombres, quienes resultan ser más racionales. Lógicamente, dependiendo de cada caso escogeremos una estrategia a desarrollar y un target al que dirigirnos.

Partimos de la base de que las necesidades de las personas nunca se satisfacen del todo. Estas cambian y crecen sin cesar a medida que avanza la experiencia del individuo. A la hora de comunicar, hemos de ser persuasivos y crear motivación. Nuestra pregunta clave sería la siguiente: ¿Qué beneficio va a aportar nuestro producto?

 

Tipos de Beneficios:

 

Un beneficio es la ventaja de un producto y de una marca, el elemento principal de la promesa que hacemos al target. Éstos son los que motivarán la decisión del usuario. Podemos encontrar un beneficio básico y uno o varios beneficios complementarios. Además, el beneficio puede ser racional o emocional. Veamos en qué consisten:

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1. Beneficio básico: Es el tipo de beneficio más primordial y obvio. Dependiendo del producto incluso no se comunica. En el caso de un automóvil, no decimos que su principal beneficio es el de servirnos de medio de transporte. Este tipo de beneficio sólo se comunica cuando es novedoso o no hay competencia de la que diferenciarse.

2. Beneficio complementario: ¿Qué es lo que hará que se compre un producto y no otro dentro de una misma gama? Sus valores adicionales. Son los que diferencian y posicionan a la marca. Mensajes que se envían para influir en la percepción, la emotividad y sobre todo el punto de vista a la hora de adquirir un producto. En este caso, es necesario pensar en la experiencia del usuario para que dichos productos adquieran valor.

3. Beneficio racional: Implica la selección de producto bajo criterios prácticos o racionales que mejoran o empeoran la experiencia del usuario, por lo tanto, en la satisfacción. Si compro un coche en el cual su sistema de seguridad es el más innovador, estaré recibiendo una funcionalidad extra en cuanto a servicio, la cual no posee el resto.

4. Beneficio emocional: Es el que satisface la experiencia de consumo y de compra. Los beneficios emocionales ayudan a establecer un verdadero vínculo entre la marca y el consumidor. Son esos pequeños detalles que se tienen en cuenta a la hora de valorar un producto: compro un coche español para ayudar a la industria nacional -y así de paso estoy a gusto y en paz conmigo mismo-.

 

El beneficio emocional fideliza mejor:

 

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Para diferenciar una marca de otra usamos por una parte las emociones y por otra el posicionamiento. Con el beneficio emocional, los consumidores encontrarán una cualidad positiva inherente en ellos mismos tras haber usado el producto: cuando conduzco mi coche me convierto en otra persona, podría decir que me siento superior.

Crear esta complicidad con el usuario satisface la experiencia de consumo y de compra, además de favorecer al engagement. Y esta conexión emocional será la encargada de construir la confianza que lleva a la fidelización del cliente. ¿Quién no conoce a alguien que haya comprado siempre la misma marca de coche?

Podemos afirmar que el beneficio emocional fideliza y establece unos vínculos mayores que el beneficio racional. Este vínculo emocional es mucho más poderoso, produce el efecto de sentirse bien, de pensar que estamos haciendo algo bueno. El beneficio extra sobre la reputación de uno mismo es lo que refuerza el mensaje y lo que, en definitiva, asocia una marca a unos determinados atributos ubicados en la mente del consumidor.

Por último, no podemos olvidarnos de hacer nuestro producto único y diferenciarlo de la competencia. Puesto que, según palabras de Jack Trout: “El posicionamiento es un juego donde la imagen del competidor es tan o más importante que la nuestra”.

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