Why Getting Emotional in Your Digital Signage Strategy is Important

Posted by on Feb 11, 2017 in Insight

It’s no secret that the Internet has changed how consumers research product(s) and/ or services, interact with brands and other customers, and make purchases. In the wave of our fast-paced digital age, the world of digital marketing has become more complex, complicated, and expensive. With more automation marketing tools, analytics software, and other equipment available than we know what to do with, and the constant battle to beat the competition, many marketers and businesses have forgotten the fundamentals of marketing: emotions and psychology.

To be successful in digital marketing today, a modern company can’t just create a product that appeals to customers’ pain points and challenges, and offer a solution. Although these strategies are important, marketers need to them one step further and up their marketing game to really make a difference in their customers’ decisions to buy. Today, brands need to connect with their audiences and target markets on a deeper, emotional level.

Read on to learn more about how digital signage is the best way to touch upon buyers’ and customers’ emotions while also utilizing technology to enhance their experience.

The Importance of Emotions

Although marketers, businesses, and customers alike believe that rational and logical thought is what aids human beings in making decisions, studies show the opposite. The truth is people rely more on emotion than logical information to make purchasing decisions.

Although this might come as a surprise, it is also obvious that human beings are emotional by nature, which means that many decisions – from what we eat to what we buy – are influenced by moods and emotions experienced on any given day.

So, which emotions should you touch upon in your marketing? According to the Institute of Neuroscience and Psychology, the most common emotions that human beings use to make purchase decisions include the following:

  • Happiness
  • Sadness
  • Surprise/Fear
  • Anger/Disgust

 

As a marketer you know that educating your customers and offering solutions to their challenges and problems with your products and services is important, but it’s even more important to make them feel something.

Leveraging Digital Signage to Spark an Emotional Response

Studies also show that customers use the emotional parts of their brains to evaluate a brand rather than the logical parts of the brain. Digital signage is an innovative way to enhance both the customer experience and appeal to your buyers’ emotions. For example, you could use videos that tug at the heartstrings, such as story about how your brand helped a customer or a company or what your brand does to help the community. You can also tailor your marketing ads on large, attention-grabbing billboard digital displays that spark emotions as your audience passes by.

Remember, it is through emotions that we are able to connect with brands and products with our persona feelings and memories. All in all, emotions influence decisions; therefore, emotional advertising can have a much larger impact on a buyer’s purchase decision than an ad that strictly educates or informs the buyer about a product or service.

So, it’s time to take a good, hard look at your current marketing efforts. Do they spark an emotional response? Take some time to learn about your buyer persona and which emotions get them to buy, and use this information to influence their decision-making in your marketing efforts.

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