Research

As the rapid changing marketing environment, creating emotional connection through promotional activities are getting good responses in the market. When the customer founds that they are doing something good for a cause by purchasing the product, they tend to purchase more. In this section, the researcher has provided a clear concept of the topic. The evaluation on this topic and analysing the importance of the topic is being assessed in this paper.

The main aim of the research paper to evaluate the process, by which the companies are conducting emotional marketing through rich media. It also aims at analysing the impact created by the emotional marketing on the buying patterns of the consumer.

The main objectives of this research are:

· To analyse why emotional marketing is important

· To analyse the strategies that are undertaken for implementing t

· he emotional marketing

· To understand the challenges that can be faced by the company while implementing the emotional marketing strategies.

· To provide recommendation in order to solve the problem of challenges that can occur.

Consumers have the probability to connect with the different brands by getting huge information in media channels (Joyner et al., 2018). The marketers are facing the challenges to analyse which of the method is working and which method is not working. Hence, it was found that there were no new theories which will connect the marketer with the customers. Hence, this is one of the problems for the marketers. On the other hand, while using the digital media, if the proper marketing and digital media strategies are not adopted a huge pool of customers will not be proposed.

Emotional marketing was discovered in the late 1990s in order to deal with the traditional branding techniques. After the discovery the marketers adopted this approach to attract their targeted customers. It was found that the rapid growth of the products that are meant for consuming are needed to go for the innovation as well as promotional methods (Jorge, 2018). In the mean time it was found that the main agenda of emotional marketing is to get the benefit-driven position in the market. Hence, the marketers use these kind of emotional marketing strategies to influence the people. It is also cleared that emotions that are induced with the product lead to higher sales of the product in the market. It also impacts the decision-making process of the customers. These marketing is done in the form of advertisements, product events, positioning events and so on. The content that is shown in the advertisement have the tendency to provoke the emotions of the consumers (Hashem, Ali and Allan, 2020).

It is also analysed that there are various factors that influence the customer’s decision-making process. When the marketer can understand the purchase, driving factors of the customer to get the actual understanding about the strategies. The best ways to reach the audience is by television ads and the digital media. In the television ads, the companies can make an emotional story that will eventually help in influencing the people (Kim, Jeon and Lee, 2020). They can also use the digital media to increase awareness about their emotional advertisements. They can social media marketing by using the various tools that are undertaken by the companies to promote their brand. It was also found that above 90% of the marketer have claimed that doing the business on social media is extremely beneficial for the company. In this proposal part the main aim of the research background is to provide some background research information for conducting the further research.

The research questions are as follows:

· Why is emotional marketing still have its importance in the market?

· What are the main strategies and the implementation processes that help in emotional marketing through the rich media?

· What are the main challenges that has to be faced by the emotional marketing process?

· How the companies should develop their strategies of emotional marketing in order to influence larger groups of customers?

The main aim of advertising and promoting of a brand is to communicate with the direct customers whom the organisation thinks to be their target customers. As the competition level in the market has significantly increased in no time, the companies need to undertake a proper balance in the organisation. With the help of this new approach of marketing, it can be said that consumers are highly reluctant to the emotional appeal of the customers. Hence, from this chapter the main aim and objectives of the dissertation has been cleared.

Joyner, L., Kline, C., Oliver, J. and Kariko, D., 2018. Exploring emotional response to images used in agritourism destination marketing. Journal of Destination Marketing & Management, 9, pp.44-55.

Jorge, M., 2018. Exploring the influence of emotional marketing on consumer purchase decision and brand image: the case of laundry detergent.

Hashem, T.N., Ali, N.N. and Allan, M., 2020. INFLUENCE OF EMOTIONAL MARKETING ON BRAND LOYALTY AMONG FEMALES IN THE FIELD OF COSMETICS: MEDIATING ROLE OF CUSTOMER SATISFACTION. International Journal of Management (IJM), 11(9).

Kim, C., Jeon, H.G. and Lee, K.C., 2020. Discovering the role of emotional and rational appeals and hidden heterogeneity of consumers in advertising copies for sustainable marketing. Sustainability, 12(12), p.5189.

3