Digital marketing has a lot to do with connecting with the emotions of the target audience. Thus it becomes imperative to form strong bonds with emotional customers. As per business research conducted by CEB, there exist three kinds of emotional customers. Type 1 are those who are regular buyers of the brand irrespective of the price tag. Type 2 are those who need not be buyers, yet remain associated the brand by either joining loyalty programmes or participating in customer surveys. Finally type 3 are those who not only purchase the brand’s products but are also vocal about it and influence the buying behaviours of their friends and relatives.