ІНСТРУМЕНТИ ЕМОЦІЙНОГО МАРКЕТИНГУ ЩОДО СПРИЙНЯТТЯ БРЕНДУ В УМОВАХ ЦИФРОВОГО РИНКУ

Abstract

The article provides a detailed analysis of modern approaches to emotional marketing and their impact on brand perception in the digital era. The authors argue that the modern consumer is becoming more and more demanding, and it is becoming more and more difficult to attract their attention. The authors also assess how the evolution of digital communications has affected the ability of brands to create emotional connections with their audiences. Particular attention is paid to comparing emotional marketing with other marketing strategies, including responsive marketing and experiential marketing. The authors note that despite a large number of scientific developments in the field of emotional marketing, there are still a number of unresolved problems, namely: general concepts need to be clarified, it remains a difficult task to develop accurate methods for measuring emotional reactions of consumers, it is necessary to identify appropriate emotional marketing strategies and use them to build a strong brand in the digital market. The authors examine the specifics of using different tools for different brand archetypes, demonstrating how they can be optimised to achieve maximum resonance among the target audience. Particular attention is paid to comparing emotional marketing with other marketing strategies, including responsive marketing and experiential marketing. The authors examine the specifics of using different tools for different brand archetypes, demonstrating how they can be optimised to achieve maximum resonance among the target audience. They also reveal the essence and key stages of building emotional marketing strategies that allow brands to create a deep emotional connection with their target audience, emphasising the importance of building trust and authenticity in the digital age. The authors discuss the importance of creating authentic and holistic brand messages that can evoke deep emotional responses. Through case studies and analysis of real brand campaigns, the authors emphasise the importance of emotional marketing as a critical element in successful brand positioning and customer retention. The article provides valuable insights for marketers, brand managers, and anyone interested in creating a strong and emotionally resonant brand in today’s digital world.