From the course: Building an Integrated Online Marketing Plan
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Identifying emotional needs
From the course: Building an Integrated Online Marketing Plan
Identifying emotional needs
- [Narrator] To truly understand your customer, you need to understand their motivation. What do they really need? Let me give you an example of this. This really stood out to me when I took my teenage daughter shopping for shoes. Now, functionally, she needed shoes. And so as we're at the store, she's looking at all these different pairs and I got distracted by something else. Ultimately, I came back and there she is taking pictures of the shoes, and I asked her, what are you doing? She was uploading pictures of shoes to Instagram and sharing them with her friends. She was getting immediate feedback from her friends about what they liked. It was then that I realized the difference between a functional need and emotional need. The functional need was shoes. We could have done that in seconds. The emotional need was shoes that not only she liked, but her friends liked. And so that was what I like to call, the need behind the need, the driving factor in the decision of what causes a…
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