Measuring Emotional Impact
Like all marketing strategies, it is vital to measure the progress you are making with your emotional marketing efforts. But, how do you measure feelings?
Several metrics can help a business gauge the impact of its campaigns. Engagement rates, for example, are a key indicator as to how resonant a particular post was with the audience it reached. Feedback and reviews provide immense amounts of insight into how your business is perceived by those who have engaged with you in the past. More advanced methods, such as sentiment analysis, can mine data to determine the general mood or feeling surrounding a brand.
By continuously measuring, analyzing, and iterating, a business can increase and improve its strategies for a greater impact in the future.
Ethical Considerations in Emotional Marketing
With great power comes great responsibility. Emotional marketing is a powerful tool, but must be used with great caution.
First and foremost, emotional appeals must be genuine. Manipulating emotions, especially negatives emotion like fear, can backfire and create more damage than benefit. For example, in an early 2010’s super bowl commercial, Groupon made an attempt to conjure emotion regarding the Tibet humanitarian crisis. Halfway through the commercial, the narrator switched to talking about how good the food of the area was, and that he had saved money on it using groupon.
The video, as shown below, was not received positively, with some viewers even saying they would refuse to use Groupon again.