The Importance of Emotional Intelligence in Marketing

  Savvy marketers of today seek to tap into human emotions in order to make that ‘connect’ with their audience and develop long-lasting relationships. For it is an established fact that emotions play an important role in consumer decision making. Often the reason why marketing campaigns fail to hit the mark is that many customers feel the disconnect between their favorite brands and their true needs.  Be it the famous ‘mother-and-child bond’ advertisement of  Horlicks  that we all remember or the humorous  Naukri  ad (Remember HARI SADU?) https://www.youtube.com/watch?v=31Dr9bybVfw We are sure most of us are able to recall these emotionally stirring ads even today on account of the immediate sense of connection the ad concept established in all of us.  It was the award-winning journalist, Daniel Goleman who introduced the idea of emotional intelligence. In his book, Emotional Intelligence, he identifies five areas that contribute to emotional intellige...