e4m Conclave South: The importance of creating emotional connect with consumers

A report from Capgemini says that consumers’ emotions play a critical role in determining which brands they are loyal to, more insights on this at e4m Conclave South

e4m by Neethu Mohan
Updated: Nov 22, 2018 8:43 AM
emotional Connection

The advent of technology has made our lives so simple and it is playing a huge role in all aspects of our lives. Technology also has given customers more choice and power as they are getting products and offering on their fingertips. Though human beings are considered to be very logical while taking decisions most of our decisions are based on our emotional instincts. 

Emotional connection and distraction

A report from Capgemini says that consumers’ emotions play a critical role in determining which brands they are loyal to. The report also says that, emotionally engaged consumers spend more on brands they are loyal to, they have a high propensity for brand recall and purchase, they promote brands they are loyal to and they enjoy giving back.  In short emotions have strongest impact on loyalty. According to reports, “building more meaningful, deep-rooted loyalty means thinking less about points and rewards and more about driving deep emotional engagement. Leading organisations seek to create loyalty through propositions that are more holistic and rooted in experiences. The aim is to engage consumers both rationally and emotionally.” 

A study conducted by Microsoft in early 2000s affirms that the attention span of an average human being was 12 seconds- similar to that of a gold fish. Standing in 2018 that has dropped to 8 seconds. One of the biggest challenges faced by marketers today is to catch the attention of consumers and to sustain the attention is another herculean task.  

“Today’s consumers are offered a plethora of choices and a dynamite of information, and advertisements are a distraction to consumers of today,” said N Chandramouli, CEO, TRA Research. 

He continued, “We speak about brand loyalty and it is not the consumers who have to be loyal to the brands instead the brands have to be loyal to the consumers. Not all the advertisements or campaigns that extract human emotions will work, the brands should showcase lot more positivity and emotional maturity in their campaigns.”

Emotion is the keyword

In recent times, brands are also coming up with campaigns that connect with them emotionally. Samsung’s endeavour to strengthen the emotional connect with its consumers is commendable. Samsung India’s service campaign advertisement launched in 2017 garnered praises and appreciation and has about 209+ million views on YouTube. Their QLED TV Campaign which was launched in the month of October outlined a unique father-son bond. The campaign has 59+ million views on YouTube. 

 

 

Samsonite India’s campaign on Kerala tourism can be taken as another example. Samsonite took the initiative to launch a campaign focusing on reviving tourism in Kerala. 

Samsonite has incepted a campaign that tugs on the heartstrings of tourists around the globe to visit Kerala. Through this initiative, Samsonite endeavours to motivate more tourists to experience this beautiful state. As a part of the #KeralaIsOpen campaign, the travel brand portrays the essence of Kerala through an impactful short film.

 

The brands speak

Speaking on the emotional connect in the jewellery industry TS Kalyanaraman, Chairman & Managing Director, Kalyan Jewellers said, “We believe like most of our customers, that jewellery is not just another product – purchasing jewellery is an emotionally invested decision that families make together. Often, it is part of some ritual or celebration in the family – wedding, the birth of a child or a birthday/anniversary”. 

Puneet Anand, Sr GM & Group Head, Hyundai Motor India Ltd said, “Our deep connect and understanding of the customers is reflected in the campaigns that we undertake. Our recent - Brilliant Moments with Hyundai campaign, is an integrated marketing communication plan to celebrate Hyundai’s 20 years of successful journey and express gratitude to the customers.” 

“The campaign entails diverse digital, ATL as well as BTL activities. The marketing campaign touched the lives of 5.5 million Hyundai customers and created excitement in the industry with an overwhelming response from customers, marketers, and brand evangelists. The two Brilliant Moments Brand Films – ‘The Deal with Accent’ and ‘Army With Santro’ have won hearts by showcasing India’s family values and evoking national pride respectively. Both the brand films have set a new record in the Indian Marketing and Corporate world with over 500 million views and perhaps even created a world record outside the entertainment industry,” added Anand. 

According to Thomas George Muthoot, Director, MPG & MD, Muthoot Capital services, businesses exist for a reason, which is not about profitability alone, but most definitely about making a positive impact in the lives of people, of society and the world at large. 

“As a brand, we have always believed that our customers are our true heroes, it’s their indomitable spirit that we celebrate. They are and therefore we are, without them, we don’t exist! Irrespective of industry and segment, brands have to be humanised for customers to believe in them, it’s about building human connections, reflected in our brand promise of empowering human ambitions,” said George. 

“Brands can only make long-term sustainable relationships when they move beyond the realm of transactional value to truly understanding a customer’s needs and requirements. It is imperative for a financial services brand to build a strong emotional connect with its audience as it essentially empowers people in realising their dreams and goals. In this journey, the company becomes a part of the customer’s life. Therefore, we share a customer’s success and also his failure along with the accompanying sentiments,” concluded George. 

The second edition of exchange4media South Conclave which is themed on the topic ‘Emotional Connect and Distracted Consumer’ will be discussing the above mentioned issues more deeply and in detail on November 30 at Taj MG Road in Bangalore. Industry leaders and experts like Vishak Kumar, CEO, Madhura Garments; K Madhavan, MD, Peps Industries; Rohit Gothi, CEO, Hero Cycle; Pradeep Cholayil, Chairman & MD, Cholayil among others will speak at the exchange4media Conclave South 2018 to give more insights about the process of creating emotional connect. 

For details, click here: https://e4mevents.com/conclave-south-2018/
 

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