In recent times, brands have begun to care much more about the emotions and feelings that they arouse among their consumers. This concern and interest in this issue is highly motivated by the change that is taking place in how consumers relate to brands and how they have to act in order to become a decisive element in consumer purchasing decisions.

To this, it must be added that purchase decisions are emotional, as several neuroscience studies have shown in recent times. As much as we read the information, as much as we process objective data, the final decisions are made in a completely emotional way, based on the emotions that aroused previous interactions with the brand in question.

On the other hand, this growing interest of brands in emotions and this constant work in this field also has an impact on how things are managed and what is being analyzed at all times to understand if things are being done well in Malaysia Phone Number List relation to with the consumer. That is, brands have to work in this context not only to enhance emotions, but they also have to start doing it in measuring, understanding and analyzing them. Considering that in the world of marketing everything is measured and everything is analyzed, do not expect emotions (and the impact they have on consumers) to be left out.

And, for this reason, brands try to find tools to measure feelings (which is not easy, since feelings are quite elusive and quite intangible material) and also to analyze the impact they have on their day. The interest this has and how brands are more focused on it can be seen in what one of the brands that usually function as a benchmark in image construction is doing, Coca-Cola.

Coca-Cola has found that measuring how its marketing actions impact consumer sentiment allows them to access in-depth consumer data and, incidentally, increase sales.

“Coca-Cola is a mega brand. It has fluidity. It has fame. But what it really needs is to continue exploring the feelings about the brand,” explains Patricia Fonseca, Knowledge & Insights Director of Coca-Cola Brazil, to Warc. Fame is what makes the brand quickly come to the mind of the consumer, the fluidity that is quickly recognized and the emotions that consumers feel good about the brand. Understanding the sentiments of consumers, the directive notes, allows understanding what must be offered to them to enhance and benefit the overall marketing strategy.

The benefits of emotions

What are the benefits for the brand to measure the emotional impact it has on consumers? Understanding the feelings that a brand arouses helps to position itself much better in the market, or at least that is what the Coca-Cola leadership points out, which helps increase market share. It is logical: if the consumer is better known and if the message he wants to receive is being offered, the relationship will be more fluid and therefore it will be possible to generate a greater interest and impact on the purchase.

In addition, the effect that is had on the consumer does not go only to the exact moment in which the interaction occurs. As a very emotional impact is achieved on the consumer, it is also possible to lay the foundations for a long-term relationship. It is working on how brand and consumer will relate on an emotional level in the long term.

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