19.11.2020 – ¿Qué es el Marketing Sensorial? Los sentidos al servicio del marketing
Today, there are hundreds of theories about the best way to attract the customer in the world of marketing. But what if the answer was simply to appeal to the 5 senses? It turns out that great sensory marketing is just that, and it’s taking the digital world by storm. Do you want to know it?
What is sensory marketing?
Sensory marketing is a technique used in marketing to seduce customers through the 5 senses (taste, hearing, sight, touch and smell). In this way, you get their attention and retain them.
How does sensory marketing work?
Sensory marketing appeals to the senses through the unconscious. It is a very subtle and effective technique. Who has not ever seen a movie where they eat chocolate and felt an irresistible urge to eat it? This is how sensory marketing works.
Now the question is how can I harness sensory marketing to enhance my business potential? Let’s go on to answer this question.
Types of sensory marketing and its digital application
Taste is a basic concept, but it can be difficult to convey the flavor of a glass of wine or a delicious arepa through a computer screen. That’s why brands that are dedicated to flavors must take a hybrid approach to marketing.
You can provide your target audience with free food or drink samples and tastings. But you can also organize tastings online and broadcast them live on the brand’s channels.
The real boom in visual advertising began in the mid-1800s, when many companies hired artists to create the ad image of their brands and make them more persuasive.
Today, there is an art and a science behind visual marketing. These are the typical ways that make a mark enter through the eyes:
- Colors: each of the colors evokes specific feelings and emotions.
- Images: Capture the attention of potential customers.
- Text: An eye-catching slogan and proper typography can make a big difference.
- Graphics: Using illustrations, diagrams, symbols, and graphics, you send a powerful message.
- Video: a great way to show the user how a product can benefit them.
- Light – Lighting can change the look of a brand and the customer experience.
Smell is one of the most important senses for brand marketing. In addition, it is a sense that is linked to our limbic system and, therefore, directly affects the brain and the way we perceive a product. Who doesn’t love the smell of a new book?
Using the science of sensory marketing, countless companies have created their own signature scents. Try to create your own.
Touch is another of the 5 senses that is difficult to apply through digital marketing strategies. However, there are many ways to provide customers with a tactile experience of your products. Either the texture you use in the packaging or the materials present in your product.
Sound has been a common feature of the marketing world. Many companies and brands accompany their visual identity with an audio track. A practice that many youtubers take advantage of.
To choose the right soundtrack, you will need to have a deep understanding of your target audience. Some studies suggest that luxury companies do better when they use jazz or classical music.
Combination of the 5 senses: the best marketing strategy
A good decision when choosing which sense to apply to our brand is to make a combination of all those elements that best suit our product and client. Do you want to know them in depth and become an expert in marketing techniques? Sign up for our Virtual MBA in Digital Marketing and succeed with your brand.