The report was based on an online survey of 80 marketers, conducted from February through April.
It found that while marketers strive for a balance between rational and emotional benefits in their messaging, they focus more on rational/functional benefits (62%) than on emotional benefits (38%).
The survey also found that the website is the No. 1 area for building emotional connections with consumers (82%), followed by contact with the sales force (66%), customer relationship management (64%) and call centers (52%).
When asked which metrics they are using to measure success in communicating the emotional benefits of a brand, respondents identified ad tracking (75%), brand equity scores (75%) and copy testing (54%).