Emotions are one of the elements that creates a connection between consumers and brands and that also does so at a level that is much more efficient and much more attractive to the latter. When an emotional connection is established with someone or something, the bonds of union are much stronger and much more effective. They are established on a subconscious level and are much less permeable to the impact of others. In other words, when the consumer receives the impacts of another brand, they are much less likely to get caught up in his proposals and to leave the brand with which they have established an emotional connection.

To this is added that advertising messages are remembered much better when  Uruguay Phone Number List emotions are established in the reception process, that emotions are much more effective when it comes to generating engagement or that viral content has a high emotional charge (we share what causes emotions) and you can understand why companies are obsessed with emotions. Brands are more concerned than ever with sentiment issues and are more determined than ever to create sentiment and engage consumers by employing them.

The only issue, the only element that can generate problems in this new relationship between brands and consumers, is in the very nature of emotions. Brands need to have a guide to follow what they are doing and they need to be able to estimate what what they have created is becoming and what they are investing in. In other words, in the world of brands and in the world of brand strategy, results must be measurable and things must be able to be turned into something tangible. So to speak, everything that is done must be able to be represented in an Excel in which the investment will be seen and the return on it will be established.

And that, unfortunately for brands, is very complicated. First, measuring emotions and processing what consumers feel is very difficult. Establishing if they are happy, if they are sad, if they have received something in a positive or negative way or if something excites them or not can be very complicated and complex. Now that it is fashionable to measure feelings in social networks to establish luck and the positions that things occupy, it must be taken into account that precisely this measure what happens in social networks and what passes through the hearts of consumers is very difficult. Technology still has trouble understanding double meanings and ambiguous positions when consumers speak.

Second, brands are not able to give up measurement (after all, if they invest in emotions, they will want to know what happens with their investment) and therefore they keep trying again and again.

How to measure emotions .The question is, right now, to measure not only what happens at a verbal level (which is precisely what they try to measure when emotions are measured in social networks) and also what happens at a non-verbal level (which is many times more complicated because it is much more difficult to access non-verbal consumer information). The situation is also much more complex than simply accessing that information and deciphering it, as pointed out in an analysis in Warc. Brands must first understand the value of measuring emotional response (that is, understand that, although it is difficult and complicated, it is advisable and valuable to do so) and on the other hand they have to manage to do it in a way that is quick and effective. at the cost level (something that is not easy at all).

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