Today, everyone wants to grab the public’s attention and be immediately recognized, which is why they constantly create strategies and changes. However, they often overlook one of the strongest tools for marketing: emotion.
Thanks to the study of neuromarketing, we have identified that most of our purchases are based on emotions and we do not rationalize them until later. As a brand, using emotions to our advantage will allow us to achieve unexpected results.
What is Emotional Branding?
Emotional branding, or emotional marketing, involves a series of actions that emotionally engage the consumer, thus creating a relationship between the product and the consumer. Emotional marketing aims to create content that appeals to and connects with the consumer’s mood.
The use of emotional marketing is employed for advertising campaigns and, as the name suggests, branding is a series of actions. It’s complicated to achieve with a single action since each advertisement, each campaign builds that link with the brand to later achieve conversion.
Emotional marketing is not new; it has been around for 20 years since it was first mentioned by Marc Gobe in the book Emotional Branding.
Emotional Branding and Maslow’s Pyramid
Maslow’s Pyramid shows how we behave and what the needs of human beings are. This pyramid indicates that we cannot climb the ladder until we have met the objectives of each step. Applied in marketing, Apple has been a brand that has managed to create emotional branding working from the same pyramid, not linearly, but every time it finds the opportunity, it appeals to one of the essential points of the pyramid.
Components of Emotional Marketing
Emotional marketing must fall into one of the following archetypes to really know that we have achieved the goal. These archetypes were identified with quantitative research by the marketing agency MVLM:
Improve. With the use of the product or brand, you will be able to improve, whether physically, emotionally, intellectually, or economically, no matter which, as long as you become better.
Satisfaction. The product or service meets expectations and not only that, it exceeds them, leading the user to an unforgettable experience.
Ritual. When the brand integrates into the user’s daily life to the extent that it becomes a ritual for the user.
Nostalgia.
When the brand connects with the user’s memories being associated with strong feelings, this is achieved with products with which a person grows up.
Identity. When the brand becomes part of the identity of a person or a culture is when it begins to resonate strongly with the market.
Emotional Branding Appeals to ETHOS, PATHOS, and LOGOS
When we manage to balance these three points is when a brand becomes emotional and strong. These techniques are characterized by these three rhetorical arguments:
Ethos
Appeals to Credibility Achieve credibility by assuring users that what you say and offer is true. Ethos in branding or emotional marketing can come in different forms, from expert quotes to testimonials, you can also use case studies or even give examples of how things have been achieved in the industry with your product or service.
Pathos
Appeals to Empathy Pathos motivates the consumer to take action with a sense of urgency, with the idea that they might miss the opportunity to obtain it or not belong to a group. You must be careful that the user does not feel that they are being manipulated.
Logos
Appeals to Logic and Reason The most persuasive pillar of the three and most dependent on the rest. Showing only facts, statistics, or product improvements is usually not what drives the user to buy, but showing them what your product can do for them and achieving empathetic communication to appeal to their logic is where you will find results.
By applying emotional branding, you will achieve results that you did not expect, from greater brand acceptance to an increase in your ROI, all thanks to emotional branding. If you manage to appeal to emotions and do good work with your clients, you will achieve a brand that endures over time.
When working in marketing, one of the most important points is to achieve very good results within each strategy, and one of the best ways to obtain excellent results and know what is good for the company is to measure the ROI.
What is ROI?
ROI, which stands for Return on Investment, is a foolproof metric or tool to validate whether what you did has given you a return on investment. It is important not to confuse it with ROAS.
What is ROAS?
ROAS stands for Return on Advertising Spend. It is a metric that allows you to measure the return on investment of your advertising campaigns.
Difference between ROI and ROAS
Although they may seem similar, they have small differences. For example, ROI is not only a metric for marketing or advertising but applies to any area, unlike ROAS, which applies only to ads. Another big difference is that ROI already considers the payment of taxes unlike ROAS, which measures gross money.
Best Platforms for Your ROI or ROAS
First of all, if you’re reading this, it’s because you’re looking for shortcuts, and unfortunately, there aren’t any, but we’ll guide you on how to choose the best platform to get better ROI in your advertising campaigns.
First of all, we need to understand how our business works and know who we sell to. For this, you can read our blog about buyer persona or target market, or simply identify if your business is B2B (Business to Business) or B2C (Business to Consumer).
Knowing the above, it’s time to identify what each platform is useful for. Be aware that each platform has its focus and achieves different things, but we will land them in the B2B and B2C models.
Below you will find a list of networks and platforms you should use depending on your business:
Web = B2B, B2C LinkedIn = B2B Instagram = B2C Facebook = B2C Facebook Merchant = B2C Instagram = B2C TikTok = B2C TikTok Shop = B2C X (Twitter) = B2C Pinterest = B2C Mail = B2B, B2C Google = B2B, B2C Google Merchant = B2C
Once you identify which channel works for you, select the ones you can start using. It is very important that you consider the following factors: the budget you have for your campaign, the trained personnel to manage that account, and the tools your sales team has.
If you have defined the channel you are going to use, it is time to start creating your campaign and measuring. It is important to consider testing no longer than 3 months on each platform. The important thing here is that you measure each action you take and start seeing your ROI and ROAS at each step. Once you manage to measure it, it’s time to assess where or where you should invest all your budget.
Now that you know which platform works for you, your business, and your target market, it’s time to direct your budget to this platform. Always thinking that when you have more possibilities, you expand the channel to obtain more conversions in other channels, because it is necessary to be everywhere, all the time.
This strategy is a summarized form of a book called Bullseye Marketing written by Louis Gudeman. It’s an excellent book that I recommend for achieving effective marketing strategies that will allow you to achieve effective results.
It’s time to achieve your goals and obtain excellent ROI and ROAS. Start today and begin seeing results.
This year, elections will take place in several countries around the world, and these elections will have a significant impact on the direction of those countries in the coming years. This raises the question of what will happen with the elections and, specifically, what happens with their marketing. We will focus on the marketing of Mexican politicians because that is what we know best.
To understand political marketing, let’s first clarify that in the political case, it’s called advertising since advertising focuses on ideals and marketing on business. Having said this, we would also like to clarify some important points about political marketing.
Some characteristics of political marketing:
It has a defined and limited market, as it already works with adults.
It has a specific predefined period and an assigned budget.
It is adaptable and studies the impact of actions.
It combines traditional and digital marketing.
Having a solid personal brand is essential for achieving good results.
Political marketing sometimes takes place with practices that are not very ethical. If you are working in political advertising, it’s important to know the guidelines set by the authorities so you don’t get into trouble, in addition to considering the ethical and moral implications of these practices.
Unethical practices in political marketing:
Fake news
Social media and search engines are full of fake news, and this is not always accidental; some politicians promote the creation of campaigns with fake news. It’s important to distinguish between fake news and biased news; fake news provides false information, and biased news only loads the information with real data where it suits. Although this strategy, if well done, can achieve great success, it is not ethical and can get you into trouble.
Bots for positioning
The use of bots to position important topics is not new and surely will not disappear; bots position topics or news you want to put in the dialogue quickly and consistently. This tool has been used for years with great results, but like the previous one, it is unethical and will get you into trouble.
Gifts or vote buying
This practice happens less than it used to, but it still happens. In these practices, political marketers give away or deliver food, gifts, or some kind of incentive to vote for the desired politician.
Political marketing makes use of management, research, and communication to profile the “ideal product” for the “consumer – voter”, taking advantage of both traditional and digital marketing. Political campaigns require innovation, a multidisciplinary team, and detailed planning of messages to ensure effectiveness and emotionally connect with the audience. In this context, social media plays a crucial role, not only for spreading political projects but also for facing the challenges of fake news.
With this in mind, we bring you some political marketing campaigns from 2024 in Mexico.
Political campaigns in Mexico:
Mariana Rodríguez – Fosfo fosfo
Mariana is betting on becoming the mayor of Monterrey, with this in mind, she does what she knows best: being a great public figure who perfectly understands how social media works and using something that would have sunk anyone, which was her fosfo fosfo video, is now part of her campaign just as it was for her husband’s campaign.
Maynez Maynez president
Maynez is one of the candidates who appears not to participate significantly in the presidential competition, but with this in mind and knowing that nobody knows him, they have made a great political campaign so that his name is remembered and heard everywhere, to such an extent that my students sing it in classes, even if they do not vote for him, they are positioning him in an extraordinary way.
Xóchitl Gálvez
Xóchitl Gálvez’s campaign is betting on her story, what she is, what she has been, and a lot of work with technology. In her campaign, she is being very upfront against the current president Andrés Manuel López Obrador.
Claudia Sheinbaum
Candidate Claudia Sheinbaum is focused on leveraging the current presidency and pushing what Morena has done in this six-year term and how she represents the continuity of the current presidency with clarity and presidential support.
These are the beginnings of political campaigns, and from this, we get to see how they create fun campaigns and others not so much, but in the end, it’s political advertising, which works extraordinarily today thanks to social media.
What do you think, which are the best campaigns of these elections?
As I know nothing about American football, every year the Super Bowl happens, I prefer to focus on what I do know and like: the commercials or the marketing. So, like every year, we bring you the commercials we liked the most from the Super Bowl 2024.
Good or bad, every year the Super Bowl commercials surprise us for better or worse, or just by the great artists they manage to get and even greater the productions they make for this event. Here are the 5 most interesting commercials from this Super Bowl:
Mountain Dew Commercial Super Bowl 2024
Featuring my crush Aubrey Plaza and leveraging her public persona characterized by being very indifferent and not paying much attention to things, comes the commercial she developed with Mountain Dew.
Squarespace Commercial Super Bowl 2024
Squarespace, a management tool, and in this beautiful commercial where aliens are invading the planet, but since everyone is on their phone, they don’t pay attention until the aliens make a website, showing the importance of having a website. If you still don’t have one, you can make it with the best marketing agency in Monterrey, BLNK 😉 😉
Google Pixel SB Commercial Super Bowl 2024
This commercial is very nice because it shows how the cell phone interacts with the user’s daily life and how having a cell phone impacts their life.
Dunkin Donuts Commercial Super Bowl 2024
We all love donuts, and in this delicious Dunkin Donuts commercial, we see Ben Affleck trying to impress Jennifer Lopez with the collaboration of Tom Brady and Matt Damon.
E*Trade Commercial Super Bowl 2024
A trading company with digital tools mocks the sport of pickleball, which is like tennis with small rackets, while talking about their finances, demonstrating how easy the sport is, just like managing your finances.
These commercials are not as interesting as they used to be, nor are they as fun and innovative as they were. Currently, few companies manage to make an impact. I believe this is something we will continue to see as they create commercials with decent narratives, and occasionally we will have very interesting commercials.
What do you think of the Super Bowl 2024 commercials? Did you like them, or were they as disappointing as the halftime show?
