在竞争日益激烈的环境中，情感营销可能意味着一个品牌的成败。 多亏了神经营销，我们知道大多数购买决策都是基于情绪做出的，即使客户没有完全意识到这一点。因此，能够唤起消费者正确情绪的品牌将比竞争对手更具优势。 *您准备好为您的下一个入站营销活动创建买家角色了吗？ 下载我们的免费买家角色模板包，其中包括一个免费模板和 30 多个面试问题。 情感品牌如何与客户建立联系 什么是情感品牌？ 情感品牌或情感营销是通过诉诸情感在消费者和品牌之间形成关系的过程。
为此，营销人员创建与消费者的情绪、Whatsapp手机号码列表 自我、需求和愿望相匹配的内容。 情感营销的概念由马克·戈贝（Marc Gobe）普及，他写了一本名为《情感品牌：将品牌与人联系起来的新范式》的书。 情感营销通过特定的广告或广告活动与人们有意识和无意识的欲望和冲动联系起来。这些广告开始与观众建立关系，并在他们与相关品牌之间建立联系。 情感营销和需求层次 为了更好地了解人们的需求以及您将如何通过营销来解决这些需求，请考虑马斯洛的需求层次结构，如下图所示。 需求层次理论 马斯洛的需求层次（图片来） 根据这个模型，
人类必须首先满足最基本的需求（食物、住所、休息），然后才能攀登情感需求的金字塔，例如自尊和自我实现。 所有这些需求，从金字塔的底部到顶部，都与情绪有关。情感营销活动可以满足任何级别的需求。事实上，一些品牌，比如苹果，已经通过不同的活动来解决这些问题，从“1984”（生理需求）到“Think different”（自我实现）。 情感品牌体验的 6 种原型 另一个考虑情感营销的有趣方式是营销机构 的品牌亲密度模型。该模型基于定量研究，定义了有助于建立亲密品牌关系的一些关键要素。
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