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A recent study by iResearch Services shows how emotionality could be the new and most potent B2B marketing tool.
Experiential marketing has distant roots: psychologist Daniel Goleman, the father of Emotional Intelligence, clearly explains how ‘our brain, when while facing a decision, is designed to evaluate and emotionally weigh each option. No decision in life is independent of emotion unless we are in the field of mathematics, which is a purely theoretical universe.’

Never as in this period, it is necessary to leverage the most profound emotions, identify the latent needs governed by the subconscious, always bearing in mind that 85% of our usual behavior is emotional. While only 15% is the result of choice is Rational.

The use of an experiential marketing strategy aims to explore the emotions and feelings of the customer. Companies must learn to be more customer-oriented because it is the customer who must be placed at the center of the scene. ‘The customer is the central element of experiential marketing: there would be no company or marketing without him (Schmitt).

But while this strategy finds more frequent applications in B2C marketing, within B2B marketing, examples are much rarer.
According to a study, only 22% of B2B brands say they have exceptional customer service. Yet, companies or brands that understand how to tailor the customer experience (CX) to different needs and behaviors throughout the customer lifecycle can deliver more excellent value.

But not only; Emotional intelligence has now become a fundamental element even within a vital sector linked to marketing, such as cyber-security and security awareness.

To date, the perfect technology does not exist, the one that will completely protect a person from the pitfalls hidden on the web. Most of the attacks that are implemented today by skilled hackers and engineers do not only affect those who are computer vulnerabilities but also, and above all, human weaknesses.

In fact, by exploiting those emotions precisely, the attacker’s purpose is to push the victims to act on instinct, making them commit dangerous mistakes.

On the one hand, companies dealing with IT security must educate their developers on the absolute need to implement technology with a knowledge of the human variable, considering psychological, historical, sociological, and present-related aspects that we are experiencing.

On the other hand, it would be necessary to spread a real culture of ‘emotional well-being’, aimed at understanding a whole range of skills and abilities that the human being possesses and could develop; As by improving one’s emotional stability, one would obtain greater awareness and knowledge of the various risks present within the network.

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