<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a736428ae9f1da919ce2ca_672a516c2b6ac2545de40fee_The%20Power%20of%20Emotion%20in%20Marketing%20(1)%20(1)%20(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">The Power of Emotion in Marketing</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>13 November 2024</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">Whether through <strong>heartfelt storytelling</strong>, <strong>visual content</strong>, <strong>or tapping into key cultural moments</strong>, the power of emotion can elevate a brand's marketing strategy and resonate deeply with audiences.</p> <p class="gn-reveal">In this month's editorial, we asked our network of agency leaders to share their expertise on <strong>how in-house marketers can harness the power of emotion</strong> to build stronger relationships with their target audiences, including the ways in which agency support can help brands craft emotionally-driven campaigns that <strong>stand out in a competitive market</strong>.</p> <p class="gn-reveal"><em>Take a look at our calendar of </em><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>free virtual strategy workshops</em></strong></a><em>, designed to tackle the key challenges facing in-house marketing leaders</em></p> <h2 class="gn-reveal"><span class="num">01</span>Mastering Emotional Marketing</h2> <h3 class="gn-reveal">"The choice of soundtrack is a key element to any video, for setting the scene, engaging, and capturing the music zeitgeist."</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Alex Blaikley, Strategy &amp; Innovation Director, I-COM" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63459_67334ebfb2101b6b42c5b3b7_67334e16cb9aea14f48615b3_AlexB%252520-%252520Article%252520Nov24.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/alexblaikley/" target="_blank"><strong>Alex Blaikley</strong></a>, Strategy &amp; Innovation Director, <a href="https://www.i-com.net/" target="_blank"><strong>I-COM</strong></a></figcaption> </figure> <p class="gn-reveal">'<strong>The medium is the message</strong>' is one of the most important, quoted, yet misunderstood notions in marketing <strong><em>(McLuhan, 1964)</em></strong>.</p> <p class="gn-reveal">Video has an unfair advantage when integrating emotion into marketing, which helps explain the historical dominance of TV and the rise of social video as the fastest-growing advertising medium. <strong>The choice of soundtrack is a key element to any video</strong>, <strong>for setting the scene</strong>, <strong>engaging</strong>, <strong>and capturing the music zeitgeist</strong>.</p> <p class="gn-reveal">There are lower-funnel tactics where emotion plays a less obvious but effective role in micro-conversions and ultimately transactional actions, here's three, that <strong>I-COM</strong> uses for our clients:</p> <p class="gn-reveal"><strong>CRO (conversion rate optimisation)</strong> combines an understanding of UX and the customer journey.</p> <p class="gn-reveal"><strong>Newsletters &amp; personalised content</strong> - VIP emails are powerful drivers for brand loyalty.</p> <p class="gn-reveal"><strong>On-page content has to be SEO-friendly</strong>, but for many of our professional services clients, it's an opportunity to explain complex subjects humanly.</p> <p class="gn-reveal">Emotion is distinctive and a differentiator, embrace it.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">"Emotion doesn't always have to hit you hard; sometimes, it's all about the subtle touches."</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Richard Midgley, Founder &amp; CEO, Ponderosa" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63450_67334ebfb2101b6b42c5b3ba_67334e3b51fe70bc5aaf7005_Richard%252520-%252520Article%252520Nov24.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/richard-midgley-7692814/" target="_blank"><strong>Richard Midgley</strong></a>, Founder &amp; CEO, <a href="https://ponderosa.agency/" target="_blank"><strong>Ponderosa</strong></a></figcaption> </figure> <p class="gn-reveal">Emotion is a key part of everything we create. For each client, it shows up in different ways. For <strong>Leeds Bradford Airport's</strong> '<strong>Ey Up World</strong>' campaign, we appealed to the fondness people have for Yorkshire's friendliness, aiming to make travellers feel a sense of care and welcome at the airport.</p> <aside class="gn-quote gn-reveal"><q>Emotion doesn't always have to hit you hard; sometimes, it's all about the subtle touches.</q><cite>Richard Midgley · Founder &amp; CEO, Ponderosa</cite></aside> <p class="gn-reveal">With <strong>Hisense</strong>, we make our deals feel like a smart choice. We keep our campaigns impactful by sparking positive feelings early in the customer journey with storytelling, cultural relevance, and emotional triggers.</p> <p class="gn-reveal">Our job is to help clients find the right insights and emotions that resonate with their brand. <strong>Better insights lead to better ideas</strong>, and we focus on crafting the execution that brings those ideas to life.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">"storytelling adds an essential emotional layer to our marketing output, capturing attention through impactful moments that spark intrigue and convey authentic emotion."</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Nick Jekyll, Co-Founder, Paradise" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63453_67334ebfb2101b6b42c5b3be_67334e58fd6097a95ee3a9d5_Nick%252520-%252520Article%252520Nov24%2525201.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/nick-jekyll/" target="_blank"><strong>Nick Jekyll</strong></a>, Co-Founder, <a href="https://paradise.london/" target="_blank"><strong>Paradise</strong></a></figcaption> </figure> <p class="gn-reveal">At Paradise, storytelling is at the core of everything we do, whether it's shaping a social edit, a documentary, or narrating our pitches, branding, and experiential ideas. This focus on <strong>storytelling adds an essential emotional layer to our marketing output</strong>, <strong>capturing attention through impactful moments that spark intrigue and convey authentic emotion</strong>.</p> <p class="gn-reveal">Research shows that emotional marketing boosts engagement by up to 70%, highlighting the importance of resonating on a deeper level.</p> <p class="gn-reveal">Our events team demonstrates this by building immersive, memorable experiences that bring brands to life and encourage lasting impactful connections. Through strategic use of technology, music, content and branded touchpoints we create core moments that connect with audiences and drive emotional impact.</p> <p class="gn-reveal">We're proud to be the agency of choice for entertaining brands, <strong>a trusted partner dedicated to</strong> <strong>delivering meaningful</strong>, <strong>emotional resonance in every campaign</strong>.</p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">70<em>%</em></span><span class="gn-stat__label">Boost in engagement from emotional marketing, per research cited by Paradise.</span></div> <div class="gn-stat"><span class="gn-stat__num">95<em>%</em></span><span class="gn-stat__label">Of a B2B brand's addressable market not actively buying at any one time.</span></div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">"I incorporate design elements that <strong>reflect the target audience's values and experiences</strong>, ensuring the visuals speak to them directly."</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Lucia Hofstetter, Middleweight Creative Designer, Optix Solutions" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63456_67334ebfb2101b6b42c5b3b3_67334e726792b85ec85fdd9c_Lucia%252520-%252520Article%252520Nov24.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/lucia-hofstetter-5878151ab/" target="_blank"><strong>Lucia Hofstetter</strong></a>, Middleweight Creative Designer, <a href="https://www.optixsolutions.co.uk/" target="_blank"><strong>Optix Solutions</strong></a></figcaption> </figure> <p class="gn-reveal">As a graphic designer, integrating emotion into marketing strategies is at the heart of my approach. I focus on creating visually compelling storytelling that resonates with audiences, using imagery and design elements to evoke feelings and convey the brand's narrative.</p> <p class="gn-reveal">Cultural relevance is crucial; <strong>I incorporate design elements that reflect the target audience's values and experiences</strong>, <strong>ensuring the visuals speak to them directly</strong>. Emotional triggers, such as colour psychology and imagery, play a key role in influencing mood and perception, enhancing engagement.</p> <p class="gn-reveal">Collaboration with team is vital in this process. They provide insights and context that inform my designs, allowing me to align visuals with the broader emotional strategy. Together, we create cohesive campaigns that not only capture attention but also forge deeper connections with consumers.</p> <p class="gn-reveal">Ultimately, <strong>effective design amplifies emotional marketing</strong>, making brands more memorable and impactful.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">"understand what your high-priority audience wants to achieve using your services, and crucially <strong>how you want them to feel during the process.</strong>"</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Phil Woodward, Training and Consultancy Lead, Liberty Marketing" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63467_67334ebfb2101b6b42c5b3c1_67334e8c0b39b97b86850d4e_Phil%252520-%252520Article%252520Nov24.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/philip-woodward-marketing/" target="_blank"><strong>Phil Woodward</strong></a>, Training and Consultancy Lead, <a href="https://www.libertymarketing.co.uk/" target="_blank"><strong>Liberty Marketing</strong></a></figcaption> </figure> <p class="gn-reveal">Getting emotion into marketing is obviously essential, <strong>but true effectiveness relies on focusing on the right emotion</strong>.</p> <p class="gn-reveal">To do this, I find the '<strong>Jobs To Be Done</strong>' framework a great way to <strong>understand what your high-priority audience wants to achieve using your services</strong>, <strong>and crucially</strong> <strong>how you want them to feel during the process</strong>. That will then mean that your campaigns are centred around their emotions and what you're selling.</p> <p class="gn-reveal">For instance, if they want to feel empowered and confident after working your brand, it's a case of brainstorming the kinds of ideas that will meet that goal, such as actionable advice and problem-solving content.</p> <p class="gn-reveal">We've found that agencies can be a great sounding board for brainstorming <strong>JTBD</strong>, they're a wonderful mix of poets and quants, <strong>so give specific perspective on different human emotions from outside of the in-house bubble</strong>. They can also inspire with examples of brands in unrelated industries who've had success targeting the emotion that's relevant to your priority audience today.</p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h3 class="gn-reveal">"We apply a simple formula to our work: <strong>Relevant + Engaging = Effective</strong>."</h3> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img alt="Alex Swann, Managing Director, Lesniak Swann" src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68a7364e14f3e9ced2a63464_67334ebfb2101b6b42c5b3c4_67334ea473efd0b976f89ee3_AlexS%252520-%252520Article%252520Nov24.png" width="auto" height="auto" loading="lazy"></div> <figcaption><a href="https://www.linkedin.com/in/industrialmarketing/" target="_blank"><strong>Alex Swann</strong></a>, Managing Director, <a href="https://lesniakswann.com/" target="_blank"><strong>Lesniak Swann</strong></a></figcaption> </figure> <p class="gn-reveal"><strong>We apply a simple formula to our work: Relevant + Engaging = Effective</strong>. Making communications relevant requires accurate strategy, making them engaging needs unusual creativity. Doing both these things well, and in concert with one another, is the key to creating the emotions that drive brand affinity and buying behaviour.</p> <p class="gn-reveal">At any time, 95% of a B2B brand's addressable market are not actively buying. To maintain engagement in this situation, we help our clients develop high-quality owned media and thought-leadership strategies. To do this, we are borderline obsessed with constantly accruing knowledge about our clients and the industries we serve.</p> <p class="gn-reveal">Most businesses know the rational reasons why their potential customers should be buying from them, but this is only part of the puzzle. We shed light on the customer point of view, understanding how they need to feel to make a buying decision, <strong>and creating the communication strategies to make the crucial difference</strong>.</p> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Practical ways to harness emotion in your marketing strategy</h4> <ul> <li><strong>Choose your medium carefully.</strong> Video has an unfair advantage when integrating emotion into marketing, which helps explain the historical dominance of TV and the rise of social video as the fastest-growing advertising medium.</li> <li><strong>Focus on the right emotion.</strong> True effectiveness relies on focusing on the right emotion, using frameworks like Jobs To Be Done to understand how your audience wants to feel.</li> <li><strong>Don't overlook subtle touches.</strong> Emotion doesn't always have to hit you hard; sometimes, it's all about the subtle touches, sparking positive feelings early in the customer journey.</li> <li><strong>Let design carry emotional weight.</strong> Emotional triggers, such as colour psychology and imagery, play a key role in influencing mood and perception, enhancing engagement.</li> <li><strong>Use agencies as a sounding board.</strong> Agencies can be a great sounding board for brainstorming JTBD, giving specific perspective on different human emotions from outside of the in-house bubble.</li> </ul> </aside> <p class="gn-reveal"><em>If you're seeking external support to bolster your </em><strong><em>emotional-marketing strategy</em></strong><em>, make sure you're getting the most out of your investment. </em><strong><em>The GO Network </em></strong><em>offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more, </em><a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a><em> to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/purpose-driven-marketing---the-fundamentals-for-success" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Member Opinin: Purpose-Driven Marketing - The Fundamentals for Success</span> <span class="gn-related__excerpt">Agency leaders reveal the pitfalls, alignment gaps, and five key questions to answer before launching any purpose-driven campaign.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/leaders-perspective-starting-from-scratch-as-a-business-owner" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Leaders’ Perspective: Starting from Scratch as a Business Owner</span> <span class="gn-related__excerpt">Real agency founders reveal the driving forces, early-stage challenges, and hard-won advice that shaped their decision to go independent and</span> </a> </li> <li class="gn-related__item"> <a href="/articles/sustainability-where-to-start-and-what-it-looks-like-from-business-leaders" class="gn-related__link"> <span class="gn-related__category">Network</span> <span class="gn-related__title">Leaders Perspective: What Real Sustainability Looks Like And Where To Start</span> <span class="gn-related__excerpt">Most executives back sustainability but few act on it. 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