Natalie Charles

In today’s fast-paced marketing world, it’s all about capturing attention and influencing consumer behaviour. And guess what? Creating an emotional connection is how we get the job done.

Gone are the days of boring logical arguments and stiff appeals. The industry has undergone a major shift towards emotional storytelling in digital marketing strategies. Why? Because brands have figured out that when they tap into people’s emotions, they can create deep and meaningful relationships that go far beyond just selling products or services.

In this blog, you’ll discover the power of creating an emotional connection in digital marketing and get a sense of the science behind how it works. Plus, I’ll also weave in some thoughts on ethical considerations and how to measure emotional impact – enjoy!

The science behind emotional marketing

In the ever-evolving world of marketing, understanding the psychology of emotional connection is a game-changer. Emotions have a sneaky way of influencing our decision-making, and smart marketers know how to tap into that power.

Studies have shown that emotional marketing can work like a charm. In fact, one such study* found that emotions play a significant role in online consumer behaviour, with emotions not only influencing decision-making but also brand loyalty and the perception of products.

Let’s talk limbic system

Our brains have a special part called the limbic system, which is effectively the headquarters of our emotions. The limbic system consists of different structures that work together to process and regulate our emotions.

For marketers, understanding the limbic system is crucial because it helps us create emotional connections with our audience(s). By crafting content or experiences that evoke positive emotions like joy or nostalgia, we can tap into the power of the limbic system and forge meaningful emotional connections that:

  • Drive engagement
  • Build brand loyalty
  • Influence consumer behaviour

So, by playing into the brain’s emotional centre, marketers can make a lasting impact.

OK, but is emotional marketing ethical?

Whether it’s ethical to tap into people’s emotions when crafting marketing copy is a tricky question.

On one hand, emotions are a natural part of being human, and connecting with customers on an emotional level can be a genuine way to build relationships, inspire positive actions and create memorable brand experiences.

But here’s the catch: Things can get shady when emotions are used to manipulate or deceive people just for the sake of making sales. That’s where ethics come into play.

How to remain ethical in your marketing approach

Marketers need to approach emotional marketing with honesty and integrity by:

  • Avoiding tactics that exploit vulnerability or fear
  • Being transparent about products or services
  • Respecting the privacy and well-being of individuals
  • Considering the long-term consequences of strategies on consumers

In a nutshell, ethical emotional marketing means finding the right balance between creating authentic connections and respecting the well-being of consumers. It’s about considering the long-term impact of marketing strategies and prioritising the trust and happiness of customers.

By practising ethical marketing, we can evoke emotions in a responsible way, driving engagement and loyalty while being mindful of people’s values and emotions.

But how can you measure emotional impact?

When it comes to measuring the impact of emotional marketing, it can be a bit tricky because emotions are not always easy to put a number on. But don’t worry, there are ways to get some insights:

  • Look at customer engagement: See how much people interact with emotionally-driven content, and check how many shares or comments these pieces get on social media.
  • Keep an eye on your metrics: Monitor click-through rates, conversion rates and sales, as they can give you an idea of how your emotional marketing efforts are performing.
  • Listen to what your customers have to say: Surveys and feedback can provide valuable data about how people feel and whether your emotional campaigns resonate. ‘Social listening’ (which is effectively monitoring how your brand is talked about online) is another great way to gain valuable insight.
  • By looking at these factors, you can get a better sense of how emotional marketing influences consumer behaviour and make informed decisions to fine-tune your strategies for maximum impact.

God bless biometrics

Biometrics offers a powerful way to measure emotional responses in digital marketing.

Here at Coast Digital, we utilise advanced biometric technology that can:

  • Identify facial expressions to help gauge and quantify emotional responses to stimuli
  • Track eye movement to understand areas of user focus and engagement
  • Monitor sweat levels to measure emotional arousal

These powerful tools give us the ability to dig deeper into the emotional responses of users as they engage with websites, apps, and marketing content. By analysing these physical and behavioural cues, we gain invaluable insights into how users truly feel, as opposed to what they think, giving us the power to craft campaigns that resonate on a deeper emotional level.

Check out our portable biometric testing kit >


  • Emotional connection is key in digital marketing to make meaningful relationships and go beyond just selling products.
  • Emotional marketing taps into the power of emotions, influencing decision-making, brand loyalty, and product perception.
  • Ethical emotional marketing means being honest, transparent, and respecting people’s privacy and well-being.
  • Measuring emotional impact can be done by looking at customer engagement, monitoring metrics, and gathering feedback. Biometric technology can also provide deeper insights.
  • We use incredibly powerful biometric technology to gain a deeper understanding of emotional responses.

If you’d like to chat about emotional marketing, biometrics, or how we can help your business thrive online, give us a shout!

Related reading

If you enjoyed this article, check out some of our other related content:

What is Neuromarketing & Why Does it Matter? >

Biometric Technology & Consumer Insight: The Next Level of UX Research >

Biometrics: The Myths & Misconceptions Around Eye Tracking, Facial Recognition and GSR >

Multisensory UX Design: Taking UX Beyond the Realm of Functionality >

Love at First Swipe: The Surprising Similarities Between Online Dating & The Marketing Lifecycle >


*The Role of Emotions in Online Consumer Behaviour” by Lee and Labrecque (2019):


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