top of page
  • Writer's pictureThe GoVi Team

The Strategic Imperative of Emotion in Marketing


In today’s marketing landscape, where consumer choices are more heart-led than ever, the ability to drive change in an org lies in tapping into customer emotions. For marketing executives, understanding this emotional undercurrent isn't just beneficial, it's vital. Innovative business leaders must look beyond the simple exchange of goods and delve into how their brands can forge deep, lasting connections with their audiences, and further drive growth and loyalty.

Understanding the Customer-Emotion Nexus:

Modern marketers recognize that customers are not just transactional buyers; they are individuals seeking experiences that resonate on an emotional level. The depth of these emotional ties can significantly shape customer decisions, both consciously and subconsciously, from their likelihood to purchase to their natural inclination to share about the brands that they connect with. It's crucial for brands to leverage these connections, utilizing the right technology and actionable insights to tap into these powerful emotional drivers.

Why Customers Care:

  • Authenticity Builds Trust: As highlighted in the "2022 Edelman Trust Barometer," 63% of consumers trust brands that they feel are authentic more than other brands. Building authenticity into brand narratives is key to establishing and maintaining this crucial trust.

  • Emotional Resonance Creates Lasting Impressions: According to the Harvard Business Review, emotionally connected customers are more valuable over their lifetime, demonstrating the long-term benefits of investing in emotional connections.

  • Personalization as a Catalyst: Epsilon's study reveals that 80% of consumers are more likely to make a purchase from brands offering personalized experiences, showcasing the tangible impact of personalization on consumer engagement and conversion.

Why Brands Should Care:

  • Brand Differentiation in a Crowded Market: Nielsen's survey indicates that 59% of consumers prefer to buy new products from familiar brands. Emotional connections can serve as a powerful differentiator in a saturated market, fostering brand recall and loyalty.

  • Loyalty as a Revenue Driver: Frederick Reichheld of Bain & Company's study reveals that a 5% increase in customer retention can lead to a 25% to 95% increase in profits, underscoring the financial importance of emotional connections.

  • Word of Mouth Amplification: According to the Nielsen Global Trust in Advertising report, 92% of consumers trust recommendations from friends and family more than other forms of advertising. Brands should harness the potential of emotional connections to encourage authentic word-of-mouth advocacy.

Tapping into Human Connections:

  • Storytelling as a Bridge: A study by OneSpot and Marketing Insider Group finds that 92% of consumers prefer brand ads that feel like a story, highlighting the impact of storytelling in creating relatable, humanized brand narratives.

  • Community Building and Shared Values: Stackla reports that 86% of consumers find authenticity important when supporting brands. Fostering a community around shared values can deepen customer loyalty and advocacy.

  • User-Generated Content and Social Proof: TINT and WBR Insights note that 92% of consumers trust organic, user-generated content more than traditional advertising, emphasizing the credibility that real customer experiences bring to a brand.


For executive marketers, the strategic integration of emotion in marketing is not a trend but a necessity for sustained success. Leveraging the right technologies and approaches to foster genuine emotional connections can lead to enhanced brand loyalty and a significant impact on the bottom line. In the evolving world of marketing, those who skillfully navigate the emotional landscape will find themselves at the forefront of brand success.


bottom of page