Business to business marketing and advertising is evolving. I’m sure you all have noticed how advertising and marketing campaigns both on the B2B and B2C front are shifting focus from data to emotion. While data can inform us about our target audience, the way we market to that audience is relying less on things such as cost and attributes and more on gut. We’ve always known that consumers engage primarily on instinct or emotion. Corporate brands are finding it increasingly critical to market to their business customers through sentiment rather than facts and figures. As we are continually bombarded with images and marketing messages we become numb. That is why campaigns that leverage emotion are becoming so vital — they make decisions makers feel something!
