Evocative advertising may be perceived as the domain of B2C, but ads aiming for an emotional connection are just as effective for engaging B2B buyers, the data suggests. To dive deeper into the role ...

Forbes contributors publish independent expert analyses and insights. Gary Drenik is a writer covering AI, analytics and innovation. For the first time this year, digital advertising spend is expected ...

In marketing, tapping into consumer emotions isn't simply a feel-good practice—it drives sales. Emotional marketing forges a potent connection between a brand and its audience, translating into ...

Producing an end-of-year advertising campaign (or, specifically Christmas advertising campaigns, as related to this part of ...

Marketers need an engaging long-term conversation to create meaningful, human connections with consumers. By humanizing their brand, marketers can establish deeper relationships to help set their ...

As both a consumer and a marketer, I’ve experienced firsthand how overwhelming the constant barrage of messages can be. But amidst all the noise, it’s the ads that tap into my emotions that really ...

Opinions expressed by Entrepreneur contributors are their own. Think emotional marketing is overrated? Think again — based on a study by Motista, 71% of consumers will recommend a brand they feel ...

Hugo Lesser is the founder of Oxford Digital Communications, which offers marketing strategies, consulting and audits. Numerous studies have shown that emotions and instinct, rather than rational ...