Post by account_disabled on Mar 7, 2024 5:46:15 GMT 1
From the student at his first Marketing lesson, to the director of a multinational company, we all share a general and inviolable rule on this discipline: marketing has the objective of solving a problem that afflicts its public , by offering a product or service as solution. This reasoning is, if we think about it, quite linear: if a pipe breaks in the house, I call a plumber, if I need a new cell phone, I will search the internet for the best solution or go to the nearest electronics store. But is this “problem – solution” logic really always the best way to communicate? In other words, is everything always that simple? Emotional communication in the B2C world If we are not totally profane in the world of Marketing, we will answer this question in a simple and immediate way: “No! Users are not always aware of a problem.” Or even better: “No! The purchase decision is often not guided by a rational solution, but rather by a highly emotional decision.
In the B2C world it is easy to find infinite examples of this phenomenon: I choose to Germany Phone Number buy an iPhone rather than a Samsung not only based on the technical characteristics, but also based on how that product makes me feel, on what the people around me choose and, more generally, based on the internal value that I attribute to a specific purchase choice. An even more impressive example comes from IKEA , the famous furniture and household objects brand: it has been estimated that over 60% of purchases made in stores are not premeditated, which means that, in more than half of the cases, people enter IKEA stores with an idea in mind, but then end up buying something else! In other words, wanting to sell by communicating only with a "problem - solution" logic completely overlooks the irrationality of human decision-making processes , based on complex internal patterns made up of beliefs, opinions, fears and needs.
Can emotional communication also work in B2B? If it is very easy to understand the strong emotional component in purchases for companies that speak directly to end users, it becomes more thorny to understand its truthfulness when the interlocutors belong to much more complex systems, as in the case of B2B. For B2B Marketers, in fact, it is essential to be able to reach Decision Makers with their messages, but the latter are in turn influenced by decision-making hierarchies, budgets and bureaucratic processes, making the communication dynamics much more "indirect". In this context, can emotional communication work? A Google search , in collaboration with Motista, revealed that not only are "emotional connections" present in the B2B world, but even in a greater percentage than in B2C , further confirming the need to change the classic "problem - solution" logic ”, in favor of something more complex.
In the B2C world it is easy to find infinite examples of this phenomenon: I choose to Germany Phone Number buy an iPhone rather than a Samsung not only based on the technical characteristics, but also based on how that product makes me feel, on what the people around me choose and, more generally, based on the internal value that I attribute to a specific purchase choice. An even more impressive example comes from IKEA , the famous furniture and household objects brand: it has been estimated that over 60% of purchases made in stores are not premeditated, which means that, in more than half of the cases, people enter IKEA stores with an idea in mind, but then end up buying something else! In other words, wanting to sell by communicating only with a "problem - solution" logic completely overlooks the irrationality of human decision-making processes , based on complex internal patterns made up of beliefs, opinions, fears and needs.
Can emotional communication also work in B2B? If it is very easy to understand the strong emotional component in purchases for companies that speak directly to end users, it becomes more thorny to understand its truthfulness when the interlocutors belong to much more complex systems, as in the case of B2B. For B2B Marketers, in fact, it is essential to be able to reach Decision Makers with their messages, but the latter are in turn influenced by decision-making hierarchies, budgets and bureaucratic processes, making the communication dynamics much more "indirect". In this context, can emotional communication work? A Google search , in collaboration with Motista, revealed that not only are "emotional connections" present in the B2B world, but even in a greater percentage than in B2C , further confirming the need to change the classic "problem - solution" logic ”, in favor of something more complex.