NEW TREND IN MARKETING : EMOTIONAL AGE

Abstract

People generally use 3 types of ages throughout their lives. The physical age is also called the calendar age, and people often use this age out of necessity. Physiological age, on the other hand, is the age related to the age at which people appear. Especially young people and women use this age frequently. Emotional age is the age people want to be. Especially nowadays, people often use the concept of emotional age. While traditional marketing has largely focused on calendar age, today brands are focusing much more on the concept of emotional age. Today, brands manage their customers, who are the absolute rulers of the brands. Consumers today often tend to change their emotional age. A consumer with a calendar age of 60 can turn 20 years old in the morning, 80 years old in the lunch period, 5 years old in the evening, and 60 years old, which is the calendar age in the night time. The constant change in the emotional ages of consumers brings effective marketing practices to the fore. Brands that determine their marketing strategy according to the calendar age in the traditional marketing approach have to determine their marketing strategy according to the emotional age. This situation forces brands to produce active marketing strategies. In this study, the marketing strategies that brands can create according to the concept of emotional age are mentioned. Keep in mind that unlike in the past, no consumer today is of calendar age.