Emotional intelligence refers to the ability to recognise, understand and regulate emotions in ourselves and others. It is about being aware of how emotions influence our thinking and behaviour and being able to use our emotions in a positive way to support ourselves and others. In marketing, emotional intelligence is of great importance as companies can better understand their customers and respond to their emotions and needs. By understanding the emotional factors, organisations can develop more effective marketing strategies that are tailored to the needs and desires of their target audience.

Emotional intelligence can help companies connect with their customers by understanding and responding to their customers' emotions and needs. Companies can engage their customers through targeted advertising campaigns that aim to elicit a specific emotional response or fulfil a specific need.

An example of the use of emotional intelligence in marketing is the use of storytelling to create an emotional connection between the customer and the brand. By telling stories, companies can evoke an emotional response from their customers and help them to identify with the brand.