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Sensory Marketing: The End of Traditional Advertising
In the new age of technology, marketing has taken on a whole new form. This form of marketing is called sensory marketing, and it is changing the way companies advertise their products and services. Sensory marketing is the idea that companies can create a more personal, interactive experience for their customers through the use of sensory, or “5 senses” elements. For example, sight, hearing, touch, smell and taste. Companies who successfully use sensory marketing are able to engage their customers on a level that traditional media just cant.
The purpose of this type of marketing is to tap into the senses of the consumer in order to create an emotional connection with the product or service. For example, the smell of a candle can evoke the feeling of being at a spa, creating an emotional response in the consumer. This emotional response is much more powerful than a traditional advertisement on television or in a newspaper.
So how can companies use sensory marketing to their advantage? One popular way is displaying products in creative and interesting ways. Companies can use visual elements such as lighting, color, graphics, and images to draw in customers. Displays can also include sound systems and music that either match the brand or heighten the customer’s experience. These tactics can create more emotion in the customer, which leads to more purchases.
Some companies are also using scent marketing to their advantage. This involves using the smells of their products or services that customers find pleasurable. These scents can be used to evoke feelings of nostalgia and comfort, encouraging customers to return to a store or purchase a product.
Using tactile elements is also popular in sensory marketing campaigns. Items such as samples, or kiosks that customers can use to interact with a product or service, add a human element to sensory marketing. This can help make customers feel like they are a part of the experience, reinforcing their emotional connection to the product or service.
While sensory marketing has become increasingly popular in recent years, it has certainly not replaced traditional forms of advertising. In fact, companies should use a combination of both traditional and sensory marketing in order to truly engage their customers. However, it is important to understand the power of sensory marketing and employ it when appropriate to ensure that companies are maximizing their potential in a highly competitive marketplace.
