Meaning and Future of Emotion-based Marketing Communication in New Marketing Era

Abstract

The objective of this study is to scrutinize the meaning and future of emotion based marketing communication in new marketing era. First, this study examined the concept and relation of marketing, brand and emotion. Then, extracted emotion related marketing concept in new marketing era. And it proposed application direction of emotion to marketing communication in the future. In new marketing era, the application of emotion to marketing communication will increase. What is important is the direction of application of emotion to marketing communication. The important directions of application are as below. First direction is collaboration. For effective application of emotion to marketing communication, the collaboration with other field is necessary. Second direction for effective application of emotion to marketing communication is creativity. Like advertising, the creativity is important in the use of emotion in marketing communication. The third application direction of emotion to marketing communication is long term perspective. The goal of emotional marketing or emotional communication is not short term sales increase. They should be viewed as a variety of efforts to engage with consumers rather than immediate results or effects. The forth application direction of emotion to marketing communication is relevance with brand. Even though emotional marketing or emotional communication is fun, touching, and creative, if it has no relation with brand, desired goal cannot be accomplished. In the situation where it is difficult to differentiate brand from others by quality of products, marketing communication using emotion will become a major means of brand differentiation.