Surrounded by Emotional Marketing
Surrounded by Emotional Marketing
  • Reporter Choi Na-youn
  • 승인 2013.09.04 15:34
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Emotional marketing is a kind of promotion or advertisement that strengthens the relationships between brands and customers by attracting customers’ feeling and sensibility. We experience many kinds of emotional marketing ubiquitously.
Most of Koreans know that Orion’s Choco Pie is the representative snack of Korea. Moreover, Orion’s Choco Pie is well known as the origin of emotional marketing in Korea. The company, “Orion” started advertisement of Choco Pie emphasizing Korean sentiment “Jeong”, which is same as affection in English. Though it was made in 1974, its advertisement started long after in 1989. The promotion made Choco Pie a symbol of jeong. In the advertisement, people shared their Choco Pie with friends or neighbors, which touched on the indigenous sentiment of Koreans. Furthermore, Orion used emotional marketing in China. It replaced Korean sentiment with a Chinese one, “benevolence”, to appeal to Chinese customers. In 2011, Orion’s indigenization strategy made more revenue in China than in Korea. Likewise, enterprises make marketing not just for its function but also for emotion because it is easier to imprint their images in customers?minds with emotion. Then, what made this type of marketing appear?
Economic development may be the one of the answers. Getting out of industrialization, people have higher regards for individuality than before, which makes specialized products more popular. To be specialized, enterprises make promotions appealing to emotion.
Starbucks and Apple succeeded with emotional marketing. Starbucks uses its expensive images to attract young women. Starbucks is famous for high price and luxurious image because many stars are holding Starbucks’ cup in their hands in paparazzi photos. Its targets are those who want to be luxurious and different from others. As a result, Starbucks earns 20 million dollars every year.
Meanwhile, Apple depends on a more instinctive sense. It applies five colors of blueberry, grapes, lime, orange, and strawberry to the computer’s cover, as if the computer is a tasteful jelly. In addition, Apple’s advertisement says, “want to eat, want to have,” maximizing sensible characteristics. Additionally, Apple’s simple designs and touch screens satisfy customers, matching auditory function with visual and tactile function. It made Apple earn 150 billion dollars in 2012. In fact, it is the goal of emotional marketing to make customers desire products not only by function but also through emotion.
We can find emotional marketing elsewhere. Recently, Hyundai showed “Sonata brilliant music seat,” using vibration so that the deaf can listen to music. It touched many people and they projected thoughtfulness onto Hyundai. Emotional marketing can develop to be so various and powerful, once it unites with science and technology, that it may be the most crucial medium both for corporations and customers.