It is one of the many branches of marketing that are studied in depth in our Neuromarketing Course , but how is it different from other traditional techniques? Read on to learn more about sensory marketing.
What is sensory marketing and how is it applied?
Sensory marketing is the branch of marketing that amazon database engages consumers by triggering reactions through their senses. Professionals in this field use different stimuli to create a 360º shopping experience that appeals to their emotions.
The ideal is to apply strategies aimed at the five senses, since each one provides different sensations to the consumer and can influence the purchase decision in a different way:
Visual : Product presentation is used to create an attractive image that captures the consumer's attention. Aspects such as design, color and lighting reinforce brand identity.
Auditory : Sounds and music are used to create an atmosphere that positively influences the client's mood.
Olfactory : through aromas and fragrances, pleasant emotions can be awakened and associated with the brand. This enhances the shopping experience in a very subtle way.
Tactile : The sense of touch can be applied through the materials used in the presentation of the product, which will influence the perception of quality and value of the product.
Gustatory : the sense of taste is stimulated through tastings or product samples . This can be the most complicated to implement if the product is not designed to be ingested, but it is also possible to create gastronomic experiences to associate certain flavors with the brand.
Why is it more beneficial to appeal to emotional judgment than to rational judgment?
Traditionally, marketing focused on presenting a series of rational arguments as to why a product was the best option for the consumer. However, over time, it has been discovered that this is not the most effective way to sell.
Various personalized studies confirm that between 85 % and 95% of purchasing decisions occur in the subconscious . Through emotional communication we address the limbic system , which is the part of the brain that controls behavior and our emotions . The neocortex then translates these feelings caused by the limbic system into rational thoughts, which are what allow us to make purchasing decisions.
What is the importance of sensory marketing in companies?
Today, companies that do not employ sensory marketing are not effectively reaching their entire target audience. Consumers are saturated with information and advertising, and need other forms of corporate communication.
For this reason, sensory marketing has become a business imperative. Among the benefits we can find when applying it, we can find:
It is a great way to differentiate yourself from your competitors, as it creates a unique experience that separates a brand or product from the rest.
If the user experience with a company is excellent, the time spent in the company's physical and online stores increases.
The corporate identity is reinforced and consolidated , as a unique personality is created.
Consumers perceive the brand as more human , which makes some of them even identify with it.
Sensory marketing is undoubtedly one of the most efficient branches of traditional marketing. However, many businesses confuse this term with other similar ones and this results in a poorly executed strategy.
Difference between sensory, experiential and emotional marketing
Sensory marketing is not the only branch of marketing that focuses on customer experience. Although many of these areas may seem similar and lead to confusion, the truth is that they focus on different goals. The main point of differentiation is the aspect of the human being that they are intended to provoke :
Emotional marketing aims to evoke feelings and thus captivate customers.
Experiential marketing aims to awaken the customer's passion for living unique experiences .
Sensory marketing seeks to create reactions through the senses , and that these then connect with feelings.
Marketing is certainly evolving as society does and it is difficult to predict what its future will be. For this reason, professionals are obliged to master strategies such as those listed above and to closely follow the different innovations within the sector.
If you want to learn more about sensory marketing, you can read about how sensory marketing has proven to be very beneficial for companies around the world and its use has become extremely popular.
If you want to learn more about sensory marketing, you can read about what neuromarketing is . Neuromarketing strategies have proven very beneficial for companies around the world and its use has become extremely popular. If you are interested in delving deeper into the subject and acquiring solid training in the field, a marketing degree in Valencia can be an excellent option.
