In the current digital advertising landscape, performance reigns supreme. Brands are increasingly focused on metrics like click-through rates, conversions, and ROI. While this focus on measurability and efficiency is justified, it has led to an overly transactional experience, especially in online shopping—where functionality often takes precedence over emotional resonance, overlooking the fundamental element: emotion.
According to Criteo’s Spark of Discovery report, 76% of consumers find online shopping lacking in surprise or delight, and 61% choose it solely for convenience. Even more telling, only 18% of shoppers would consider celebrating a major life milestone such as a promotion or birthday with an online purchase. Online shopping, while functional and efficient, often does not deliver the emotional satisfaction found in traditional retail experiences.
In a saturated market, where functional benefits are easily replicated, emotional targeting helps brands differentiate by creating meaningful, human-centered connections. It addresses consumers’ feelings to influence purchase decisions, using mood and sentiment as filtering mechanisms for the audience. This approach recognizes a fundamental truth: our emotional state significantly impacts our receptiveness to advertising messages.
By applying insights from behavioral research and neuropsychology, brands can identify and speak to the emotions that complement their product offerings. When executed effectively, emotional targeting doesn’t just drive conversions, it strengthens brand affinity. Visual elements are particularly potent in this regard, with images and videos triggering emotional responses more readily than text. Including human faces can be especially powerful, activating empathy centers in the brain.
The concept of “micro-moments” instances where user intent peaks is central to this approach. These moments emerge when users want to know something, do something, visit somewhere, or buy something. What’s notable is that consumers in these moments typically aren’t seeking a specific brand but rather a solution to their immediate needs.
Implementation: Creating relevance and moments of surprise through data and AI
Brands have a unique opportunity to transform online shopping into a more fulfilling, emotionally resonant experience, one that delivers not just convenience, but also joy and excitement. At the heart of this transformation lies data. By leveraging the right insights and powerful AI tools, brands can deeply understand consumer behavior and personalize every touchpoint along the path to purchase. Every interaction matters, whether it’s a targeted ad, a product recommendation, or a chatbot conversation. Each one is a chance to build connections and influence decisions.
According to the Spark of Discovery report, the key lies in closing the gaps between the awareness and consideration stages. The “magic moment” happens when storytelling meets utility. The shopper journey is no longer linear, so marketing shouldn’t be either. By harnessing AI to detect patterns, predict intent, and deliver timely, emotionally resonant content, brands can replicate the serendipity of offline discovery in digital environments.
Outlook: Data protection and more personalization are not mutually exclusive
Data remains the cornerstone of these personalized experiences. Criteo’s research reveals that 68% of global brand leaders believe additional customer data would enhance their discovery strategies. More surprisingly, 50% of consumers understand that their experiences improve when brands utilize more of their data, and 43% want brands to increase data utilization.
These figures point to an opportunity: by transparently communicating how data benefits the consumer experience. As we look ahead, emotional connection and shopping enjoyment must reclaim their central position in marketing and commerce strategies. When consumers clearly see data being used for their benefits, their acceptance of advertising naturally increases. This not only helps brands personalize their advertising strategies but also fosters emotional connections, laying the foundation for lasting brand loyalty in the digital age.
In ecommerce, emotion plays a key role — it’s what helps turn interest into trust, and trust into long-term loyalty. When brands get discovery right, it becomes a moment that feels personal and meaningful. To truly stand out, brands need to go beyond just numbers and create experiences that feel real, are backed by data, and connect with people in ways that reflect local culture.
