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Unfortunately, building those kinds of connections is often a matter of conjecture and supposition rather than a rational attitude based on scientific foundations. The nearly 300 “ emotional motivators ” that the authors of the article propose represent an attempt to overcome this situation of extreme vagueness. Using big data analysis, motivators can be linked to specific behaviors, each characterized by an expected degree of profitability. Through the analysis of these indicators, companies would be able to identify and exploit the particular motivations that drive customers to buy a certain product or service.
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Companies conduct both market research and in-depth analysis of the israel whatsapp resource data they already have . The goal is to find out what motivates their customers: a desire for adventure, a desire for security, a desire to succeed, and so on (further investigation increases knowledge and understanding of the target). The results are then interpreted to identify emotional motivators.
Companies focus on their best customers to discover which of the motivators just identified are specific or particularly relevant in terms of the value produced. In particular, the key motivators are identified, usually two or three, that show a stronger association with the brand than the others. In this way, it is possible to develop a sort of “guide to emotions” to select those on which it is necessary to invest to increase awareness and engagement in the customer segment considered most valuable.
Companies are making structural efforts to make emotional connection one of the main levers of growth , not only in marketing but in every business function.
How Emotional Marketing Works: Emotions
Before delving into the tactics of emotional marketing , we will highlight those emotions that seem to integrate best into the strategies of companies. In most cases, these are not primary, innate and universal emotions (sadness, fear, joy, anger, disgust) but rather secondary emotions (culturally connoted), linked to the specific experience of the individual and defined by his social interactions.

Telling nostalgia
The story of nostalgia is the story of a happy moment that has now passed, but which can, to some extent, be recreated thanks to the intervention of the brand. Even if the throwback effect is an effect that we can think of referring especially to the older generations, the emotion of memory or nostalgia, if triggered correctly, can also work very well with younger consumers.

Channeling the anger
A brand can choose to openly side with a certain movement or take a clear position on a sensitive topic. In this case, its strategy will have to try to channel anger and a sense of revenge (the two emotions that we most often associate with the desire for change, even collective change) and perhaps push its target - but also different audiences - to greater awareness. Being associated with a strong awareness can be risky, both because the brand places itself within a possible polarization of public opinion and because the risk of epic fail (for example, the denunciation of some form of "washing") is always around the corner.

Amplify FOMO (Fear Of Missing Out)
Fear Of Missing Out, which can be translated into Italian as “fear of being left behind, of being excluded” is a very human emotion, which derives from the fact that we are, fundamentally, animals socialized by millions of years of tribal life. Emotional marketing exploits this ancient emotion – today amplified beyond measure in the instant communication of social networks – to push its audience to make timely purchasing decisions. It creates a sense of urgency in the consumers it addresses, who begin to think (or rather, to feel) that they absolutely cannot afford to miss out on what “others” have already purchased or experienced, under penalty of social exclusion.



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Creating aspirations
Joy is an emotion characterized by a state of well-being and a sense of possibility, and often comes from the achievement of a goal – even more so in a performance society like the contemporary one. Emotional marketing stages potential presents in which others ( once again what we feel is socially defined) show that they feel a sense of satisfaction (happiness, perhaps) thanks to the use of a product. These others resemble us but not entirely, they are aspirational “others”.

How Emotional Marketing Works: The Tactics
Through which actions is it possible to channel the potential of emotions? What techniques allow us to valorize emotions by incorporating them into marketing processes?

In general, a good emotional marketing strategy cannot be disrespectful or aggressive – fortunately, the days of telesales are long gone – but must put itself on the same level as the customers, showing them understanding and empathy.

There are many tactics available for emotional marketing. Here we will report some of the most effective ones.