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Making emotional connections in a digital era

Emotional marketing is effective and advertisers worry that technology can serve as a barrier to brand-consumer connection. But columnist Seth Price believes technology can actually help foster these emotional connections.

Seth Price on February 27, 2017 at 1:45 pm

From Audi’s “Drive Progress” campaign to Kia’s “Hero’s Journey” commercial, companies that can master emotional connections in a digital era will rise above the rest.

Studies have shown that emotionally connected buyers are even more valuable than highly satisfied ones, but many fear that maintaining and growing these connections is hindered by technological barriers.

The truth is, marketing technology hasn’t served as a hurdle for brand-consumer connection; on the contrary, it’s been a catalyst. If you take a look as some of today’s leading martech campaigns, you’ll notice that emotional marketing is actually enhanced through digital tactics, helping brands build even stronger, long-lasting bonds with consumers.

[Read the full article on MarTech Today.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Seth Price

Seth Price is a brand and marketing strategist with 20 years of digital marketing experience. He’s the VP of Industry Relations at Placester, author of The Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches.