Emotional marketing

Emotional marketing is the area of marketing that studies the impact of emotions on advertising and the potential for brand growth. It is a trend that is becoming increasingly important in the digital era.

This aims to make the communication that exists between company and client bidirectional. Customer participation is gaining strength because they have the ability to make the decision to purchase a product or service.

The emotional impact of our marketing campaigns can determine whether or not the consumer will buy our products or services, and whether or not they will continue to trust our brand. A very good emotional marketing strategy can be our greatest ally to increase our sales.

Wheel of Emotions

Robert Plutchik, was a professor emeritus of the Pontifical Minor Seminary College and adjunct professor at the University of South Florida. He was also a psychologist, thus contributing his expertise in this field.

He created the Wheel of Emotions, in which he states that the 8 basic emotions are:

  • Joy
  • Aversion
  • Trust
  • Fear
  • Surprise
  • Sadness
  • Anger
  • Anticipation

From the 8 main emotions, 8 more advanced emotions would be born: love, treachery, disappointment, contempt, optimism, remorse, submission and fear. Each emotion is the result of the combination of two other basic emotions.

Plutchik's Wheel of Emotions represents the dynamic interrelationship between human emotions. How they connect and relate to each other whenever we are exposed to any stimulus.

Plutchik was influenced by colour theory. There is a strong relationship between colours and emotions.

Colours are capable of provoking many emotions in human beings. So much so that they influence their choices, thoughts and behaviour. When we talk about the impact of colour psychology on advertising, we are entering the realm of emotional marketing.

Plutchik also makes it clear that any study or strategy that relies on the power of emotions must be dynamic. That is to say, it is necessary to innovate if we want to continue to capture the attention of our audience and thus generate campaigns with a fairly high impact on an ongoing basis.

Characteristics of Emotional Marketing

Here are the main characteristics of emotional marketing.

  • The message that we transmit with an emotional marketing campaign lasts longer over time. Therefore, the customer may repeat the purchase. This means a possible increase in sales.
  • Emotional marketing has a much greater impact by arousing feelings in our heads. This causes a lasting effect and a high degree of empathy.
  • The bond with the customer is potential, as well as customer satisfaction. We go to a higher degree when we encounter emotional implications.
  • Emotional marketing triggers a high level of interaction in all digital marketing channels.
  • Finally, it improves brand image. Working on the emotional side is very positive for any company or business.

The 4 pillars of Emotional Marketing

There are 4 pillars of Emotional Marketing that should guide any campaign that we want to lead to success, regardless of the size of our business. Below, we look at what these 4 pillars are.

Affective bond

The objective is to generate an emotional bond between our consumers and our brand.

With Emotional Marketing, we try to gain the consumer's trust, demonstrating that our products or services bring great value to their lives. This leads us to the second pillar.


Great brands take Emotional Marketing to a higher level, generating an emotional bond with their audience to the point of becoming a "Lovemark".

Lovemark is a concept used in marketing to represent a brand that has managed to generate a high level of trust and commitment in its customers, which makes them remain in their memories and encourages them to be recommended to other potential customers.

Quality experiences

Emotional Marketing works strategically with emotions to provide quality experiences to consumers. We must innovate while respecting the user and not saturate them with information that may be irrelevant to them.


They can be understood as the way in which Emotional Marketing is made possible. The content of our campaign will reach the public by generating different emotions and reactions.

The emotions we want to provoke in our audience must be awakened by the stimuli we transmit in our campaigns. An essential part of a strategy is to identify the most appropriate language and type of content in order to express the emotions and elicit the actions we expect from our consumers.

It is very important to be clear about what type of content each campaign hopes to generate in consumers. We can provoke fear or make people smile, or even generate outrage.

All this requires planning and a deep knowledge of our audience and the area of action.

Stories that touch the heart

True stories tend to engage the public and are often used by brands to develop their sales campaigns.

In view of this, brands are forced to design strategies that are as coherent and social as possible that touch the customer's heart so that, in one way or another, the customer responds in the form of a purchase.

Sales actions that attract the consumer through emotions (joy, sadness…). This will ensure that the user identifies with the brand.

The fact that emotions move the world is a truism. We are all moved by the impulses of our emotions and this is a very good circumstance that we can take advantage of.

Thanks to Afilnet, we can carry out marketing campaigns including emotional marketing strategies in order to capture the attention of the public.

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