Small-business owners can use emotional marketing to increase the effectiveness of their marketing campaigns. The key is to develop an advertising concept that speaks directly to the consumers you ...

In marketing, tapping into consumer emotions isn't simply a feel-good practice—it drives sales. Emotional marketing forges a potent connection between a brand and its audience, translating into ...

If consumers relate to a brand’s message, story or personality in an emotional way, the sense of connection it creates can help drive them to take action. To prompt customers and prospects to sign up ...

Opinions expressed by Entrepreneur contributors are their own. Think emotional marketing is overrated? Think again — based on a study by Motista, 71% of consumers will recommend a brand they feel ...

As both a consumer and a marketer, I’ve experienced firsthand how overwhelming the constant barrage of messages can be. But amidst all the noise, it’s the ads that tap into my emotions that really ...

The purposes of advertising are to inform, remind, convince and persuade consumers about the value and merits of specific brands. Advertisers use a number of specific appeals to tap into target ...

Once upon a time in a dark, foreboding land called B2B, a number of very special people were scorned for different ways of thinking. Those people were the wordsmiths, the creatives, the videographers: ...

Opinions expressed by Entrepreneur contributors are their own. Emotional marketing tells a story that connects with an audience in a human or personal way. With consumers increasingly making buying ...

As marketers in the Age of Digital, we are moving at the speed of digital without the chance to assess patterns and think deeply about our work. Meanwhile, consumers' devices are constantly bombarded ...

Hugo Lesser is the founder of Oxford Digital Communications, which offers marketing strategies, consulting and audits. Numerous studies have shown that emotions and instinct, rather than rational ...