IDG Contributor Network: The undeniable power of human emotions in marketing

Far too many brands unintentionally devalue digital marketing. They see it as something that needs to get done — an obligatory box to check in order to feel good about the direction the business is headed. As a result, they miss out on the opportunity to use marketing as an avenue for pushing past the surface level nonsense and engaging customers on an emotional level.

Making marketing human

For decades, people believed there were six core human emotions: happy, surprised, afraid, disgusted, angry and sad. In 2014, the Institute of Neuroscience and Psychology published research showing that the distinction between some of these emotions is based on various social interactions and constructs.

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