95% of purchase decisions are emotionally driven.
They’re made quickly and subconsciously, then people search for facts to support them.*
Emotional is profitable.
Customers with an emotional connection to a brand spend more, are more loyal, and more likely to promote it to others. We build those connections, and put the technology in place to capture the value they create.
Customer spend
+306%
Customers who are emotionally connected to a brand have a 306% higher lifetime value (LTV), and spend twice as much.**
Word of mouth
+71%
Emotionally connected customers promote a brand's products to friends and family at a higher rate (71% vs 45%) - the most effective form of marketing.**
Customer loyalty
+50%
Customers with an emotional connection to a brand stay with it for an average of 5.1 years vs 3.4 years - 50% longer.***
If you're curious about growth, these are some great books
Cialdini. Customer-led growth starts with understanding human behavior, and this book is one of the best I've read on the subject. The cites empirical findings, many from his own experiments, and tells the kind of story around that makes the subject interesting, no fascinating, to anyone with an ounce of curiosity. Definitely not a boring business book. Also not a dry academic tome.
Scientific advertising. This was written over 100 years ago, and is as current today as it was then. Claude Hopkins was the most successful and highly paid advertising copywriter in his day ($6M a year in today's money). Copywriters did then what marketers do today. He wrote this book at the request of his employer, Henry Lasker, who put it in a vault for 20 years to protect their trade secrets.
It's from the early 1900s, so the language is dated, but the lessons are as current as ever.
Truth, lies and Advertising.
*
Mahoney & Zaltman. The Subconscious Mind of the Consumer (And How To Reach It). Gerald Zaltman. How Customers Think: Essential Insights into the Mind of the Market. (2003, Harvard Business School Press).(Harvard Business Review, January 2003). Michael Gazzaniga. The Split Brain Revisited. (Scientific American, July 1998).
Joeri Van den Bergh and Mattias Behrer. How Cool Brands Stay Hot: Branding to Generations Y and Z. (Kogan Page, 2016). The brain processes emotional information 20% faster than rational facts. This is why stories, images, or messages that stir emotions grab attention quickly, and influence decisions in ways that logical information often can’t.
**
Motista, Inc. Cross–industry data from Motista’s proprietary retail data collected from consumers and companies, 2016–18.
***
Jacques Bughin, Jonathan Doogan & Ole Jørgen Vetvik. A New Way to Measure Word-of Mouth Marketing. (McKinsey Quarterly, 2010). “Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.”
David R. Bell. Location is Still Everything: The Surprising Influence of the Real World on How we Search, Shop and Sell in the Virtual One. (New Harvest, 2014). “Customers won through word of mouth are more loyal, and have higher lifetime value.”