ANA survey finds marketers strive for emotional connection but focus on functional messaging

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New York—Despite their desire to connect with customers on an emotional basis, most marketers focus on rational and functional messaging, according to a new report by the Association of National Advertisers.

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%).

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