Generally, consumers evaluate brands based on personal feelings and experiences rather than information such as features and facts. On top of leveraging customer demographics, marketers who are ahead of the curve now include mood targeting techniques in their strategies.
And studies back up their approach. Recent data show that ads with emotional content generated twice as much profit as those based on rational content. Also, emotionally connected customers are also more than twice as valuable as highly satisfied. Here is how you can use mood targeting in your advantage!
Use authentic emotions
If you want to win over customers’ hearts, you must show your brand’s values in your ads. Consumers who emotionally connect with your values will buy more of your products and services, visit you more often, pay attention to your communications, and recommend you to others.
To ensure you form meaningful connections, keep the following in mind:
- Go with brand-aligned emotions. 86% of people say authenticity is important when deciding which brands they support.
- Investigate and understand which emotional triggers will affect your target audience and drive them to action.
- Use positive emotions that will resonate with a broad audience. If your ad includes a negative emotional scenario, provide customers with a solution to the problem.
- When going political, choose a message that resonates with the majority of your customers.
Consumers want to buy a better version of themselves. Remember to connect with them by showing how your product or service helps them achieve that goal.
Engaged customers, the key to growth
The level of engagement customers have with your brand determines whether your targeted ad will be well received. Customers who are fully engaged represent a 23% share of profitability, revenue, and relationship growth compared to the average customer.
It’s not enough to know which customers to target. You must also know when to reach them. One study found that digital advertising’s impact could improve by as much as 40% when consumers are reached at just the right time.
The effect of context
Emotional context placement makes ads more effective and increases the chances of clicks. 71% of consumers said they would click on ads if they better reflected what they were doing at the time, while 67% would do the same if they reflected how they felt.
Emotion analytics can help determine if your targeted ad makes viewers happy or sad by revealing its emotional impact in real time. You can see if there’s a disconnect between the emotions you want to create, and those that customers are experiencing. In fact, an emotional analysis is two times more accurate than traditional sentiment social listening.
People before profit
When using mood targeting marketing, pinpoint specific emotions for each stage in the buyer’s journey. Adopt responsible practices and avoid emotional manipulation.
People may not remember exactly what you did or said, but they will remember how you made them feel. So put hearts before profits in your communications, and treat consumers with true understanding and respect.