It is what drives our thoughts, actions, decisions and purchasing behavior.

As ecommerce and giants like Amazon and Walmart present shoppers with more similar product choices than ever at comparable prices, emotion will only increase for the decisionmaker at check-out.

In fact, according to Harvard Business School professor Gerald Zaltman, 95 percent of our purchasing decisions take place in the subconscious mind, which is overseen by our emotions.

To thrive in today’s marketing landscape, it is no longer enough for brands to simply communicate what their products and services provide; brands must cultivate an emotional connection with their consumers that will ensure continued loyalty.

Recognizing the long-term value of emotional connection

Marketers focus so much attention on executing short-term tactics that bring an immediate return on investment, but brands can gain bigger benefits when prioritizing long-term strategies.

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