From Transactional Marketing to Emotional Marketing

Emotional marketing allows you to engage at a level that exceeds all the strategies traditionally used. It helps to create a strong attachment between the brand and its consumer. To provoke this emotion, an indispensable part of any marketing strategy: storytelling. According to Seth Godin “Storytelling is the foundation of any marketing strategy.”

Storytelling is the art of telling one’s story, selling brand to seduce and engage customers. It’s not about the price, it’s about the emotion and the experience.

Let me explain: Everyone can make a packet of chips or a bottle of water. What is more complex is to do it in a way so unique, so artistic, so magical. Design and content will make the difference to engage your audience and create positive emotions.

The art of telling your story through design and content

There are five key factors to consider in creating content that is satisfying. Content needs to be properly displayed, monopolizing attention, awakening the artistic sensibility of customers, personalizing their interests, and matching the customer’s ecosystem. Consumers are looking for content that offers an original point of view. They are, for example, 67% to privilege the authenticity. For your storytelling to be effective, your story must be creative and speak directly to the emotions of your customers and prospects.

To talk to their emotions, all you need is a good dose of selflessness: put yourself in their place, ask yourself how you could improve their daily lives, how to make them live an unforgettable experience! Do not just talk about the benefits of your business, your product but the real benefits to customers.

Case study:

The brand Le Petit Marseillais reintroduced its range of shower gel with a new viOne of the reasons is related to the organization of Web projects. In most cases, the client does not have the content at the start of the creation process. Indeed, the editorial team (internal or external) usually works in parallel with the graphic design team, as illustrated the following process:

Strategic thinking

  • Drafting of the specifications (account manager)
  • Creation: content (copywriter) – Graphics (art director)
  • Integration of design (webdesigner programmer)
  • Dynamisation (web developper)
  • Content integration (integrator webdesigner)
  • Quality control

But this overlapping of tasks poses several difficulties on both sides. Because the work of the designer has an influence on the content and the content itself determines in part the visual aspect of the site. What are the content factors that influence design and vice versa?

The graphic charter (classes cuss, styles, formats,)- content creation and design

The size of the fields (titles, subtitles, hooks, contents,)

  1. The length of the pages
  2. The navigation structure

The nature of the web development website

(rather textual, graphic, 2 levels of content: micro & macro content on one page, etc.)

Multimedia content (sound, images, videos)

The problem is also different depending on whether the content is static or dynamic.

The specifications, a key tool

Le cahier des charges est. UN document essential. Bien ridge, il permit au redactor et au graphite de travailed « sir la meme longer droned » et d’anticiper uncertain number de problems.

Le cahier des charges approve des precisions essentials concern ant:

Pour en savoir plus:

Par: Muriel Vandermeulen

Happiness. The Petit Marseilles went to the basics by releasing his collection “Les p’tits Bonheur’s”. And the brand goes even further: it customizes its range according to the mood of the customer.

Emotional marketing must be integrated in all areas: print media, web, video media, press release … All communication media must be apprehended through storytelling “I tell my story by my visual identity, by a web development website

, by an authentic story, by my commitments, by a creative design “with a single goal: to engage your customers with emotion.

Small note: the impression is irreplaceable, because its many applications and its physical aspect give it a real added emotional value.

A case study that perfectly illustrates the advent of storytelling: Brand ads tell stories to make us travel.

-Espresso returns to TV with a web documentary the quest fotrategic thinking

But this overlapping of tasks pot

r the perfect coffee. Espresso’s ambition is clear: to return to the real thing. His new commercial “The Quest for the Perfect Coffee” is a testament to the company’s sustainable initiatives. The film tells the story of three complementary destinies: a coffee producer and his family in Costa Rica, a scientific engineer in a Espresso capsule production center and a client. This video allows the brand to highlight behind the scenes of the design of its coffee and its commitments to coffee growers

Poses several difficulties on both sides. Because the work of the designer has an influence on the content and the web development website

itself determines in part the visual aspect of the site. What are the content factors that influence design and vice versa?


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