Emotional marketing can be used to target brand-averse millennials

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 25, 2019, 10:34 PM UTC

52% of marketers believe that user-generated content humanises marketing.

Millennials don’t trust brands and, as such, traditional advertising does not always work with them. The author suggests that the one way of getting through to a generation which is “deeply suspicious of corporate powers” is by using emotional marketing. 

Brands can create a connection by using real life examples to evoke viewers’ emotional responses without hard-selling and “in-your-face” advertisements. This article cites Nike’s recent Instagram post, which focused on the personal journey of basketball player instead of a direct sales pitch, as a successful emotional marketing campaign which generated about 3.9 million views.

The author quotes a Social Media Today survey saying 75% of consumers consider user-generated content “more authentic”.  So marketers can create an emotional response by using actual customers in a non-promotional way to be more relatable in their campaigns. 

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[8 minute read]