The human brain is a marvel and works in ways that scientists are still striving to fully understand. There has, however, been quite a bit of development around the concept of embodied cognition, which theorizes that our cognitive processes are deeply rooted in the body’s interactions with the world.
Marketing researchers understand the significance of this quite well and apply it to sensory marketing. Sensory marketing leverages this concept by targeting the five senses—sight, sound, smell, taste, and touch—to create deeper emotional connections with consumers.
The role of senses in marketing: Creating a multisensory experience
Rather than relying solely on visual and auditory elements, sensory marketing seeks to engage consumers through tactile sensations, taste perceptions, and olfactory experiences as well. This holistic approach aims to create a comprehensive brand experience that resonates deeply with the consumer. Here are how the five senses can be harnessed for marketing.
Visual appeal
Visual stimuli are the most common and impactful in marketing. Colors, images, videos, and design elements are meticulously chosen to evoke specific emotions and reactions. Visual storytelling through graphics and videos can evoke emotions, making marketing messages more memorable and persuasive.
Auditory stimuli
Auditory elements such as music, sound effects, and voice tones can significantly influence consumer behavior. Upbeat music can create a lively atmosphere, while soothing sounds can enhance a sense of calm and relaxation. Jingles are often the go to for brands when it comes to creating memorable auditory brand associations.
Smell
Olfactory stimuli can trigger memories and emotions more powerfully than any other sense. Scent marketing is very commonly used in retail settings, often involving strategically choosing and deploying fragrances to influence consumer behavior and enhance the overall shopping experience. A good example is the smell of incense that is often used in shops around India, especially garment shops. The scents associated with these incenses often invoke a sense of familiarity when visiting these stores.
Taste
Taste is particularly prominent in industries such as food and beverage where it directly influences consumer preferences and perceptions. But, it’s not limited to the quality of the food of beverages themselves. The sense of taste can also be intertwined with the other senses, making it a powerful tool in creating holistic sensory experiences. When combined with visual presentation, aroma, and even tactile sensations, taste can elevate the overall perception of a product or brand. Moreover, the memory associated with tastes can be used to sell products outside of the food and beverage industry. For instance, the use of familiar flavors or aromas in products like candles, cosmetics, or even cleaning supplies can evoke specific memories or emotions, enhancing the consumer’s experience and connection with the brand. This cross-industry application of taste leverages the strong link between flavor and memory, enabling brands to create compelling stories and sensory cues that resonate deeply with consumers.
Touch
Tactile experiences are crucial in creating a sense of connection with products. The way a product feels in the hand can convey its quality, durability, and craftsmanship. For instance, the smooth, luxurious texture of a high-end smartphone or the soft, plush fabric of a premium garment can evoke feelings of comfort and satisfaction. In retail environments, allowing customers to interact physically with products through touch can enhance their shopping experience and increase their likelihood of making a purchase. Beyond physical products, tactile sensations can also be integrated into digital interfaces and packaging design to simulate touch and provide a sensory-rich experience.
Strategies for sensory marketing for an e-commerce platform
With how things have been described so far, you might wonder how an online business can even make use of things like taste, touch, or smell. However, even in the digital realm of e-commerce, sensory marketing can be effectively employed to enhance customer engagement and satisfaction. These strategies might be helpful:
Olfactory and gustatory marketing
It might seem counterintuitive to think that something like smell and taste can be replicated using online marketing, but you will be surprised by how much your body remembers about the taste and smell of something through visuals alone. Use descriptive language and imagery that evoke scents or flavors associated with products. For example, describing the aroma of freshly brewed coffee or the taste of gourmet chocolates can appeal to the senses of smell and taste indirectly.
Tactile sensory marketing
Think of how the sense of touch can invoke certain feelings. The tactile experience of holding a product, feeling its texture, and assessing its weight can convey a sense of luxury, reliability, or comfort. In e-commerce, replicating this physical interaction is usually done though descriptions or with the help of imagery that can be associated with feelings of touch. If you look at smartphone marketing, you will often find images that emphasize on the shapes and textures on the phone, which can give viewers of the ads a good idea on how the phone will feel when in their hands.
Creating personal experiences using AR
Augmented Reality (AR) opens up a world of possibilities for businesses looking to engage consumers in innovative ways, transforming how products are visualized and experienced. It is becoming common nowadays for companies to allow users to virtually try on a product before buying. People are often drawn towards a 3D look, which is now possible due to AR technology. This immersive visual experience not only enhances the shopping experience by providing a more realistic preview but also increases confidence in purchasing decisions.
Innovative visual marketing for memorable experiences
People often think about products to buy when viewing them. This is also why visual media is important for marketing. However, in a world where short-form content takes precedence, people can often be overwhelmed with video content and forget about it. For example, watching a video of people wearing masks can remind you to look up Amazon for masks. Yet, this fleeting thought might quickly fade away amidst the barrage of other content. This is where innovative sensory marketing techniques can be useful. Samsung’s recent QR code advertisement in newspapers exemplifies the evolution of ad campaigns, highlighting their powerful image search feature in their new phones. By scanning the QR code with a phone, users can experience a demonstration where the Samsung pen allows them to visually interact with products in videos, triggering instant searches. This seamless integration not only reinforces the visual cue but also transforms a momentary thought into immediate action, enhancing the overall shopping experience.
Concluding thoughts
The evolving landscape of digital marketing and consumer behavior highlights the importance of leveraging sensory experiences to enhance engagement and drive action. It is also interesting to imagine how these sensory marketing techniques can further develop and integrate with emerging technologies. As we continue to innovate, the potential for creating deeply personalized and immersive shopping experiences will only expand, offering consumers a richer and more engaging way to explore and purchase products.
The article has been authored by first-generation serial entrepreneur, investor and ex-member Niti Aayog and Assiduus’ founder & CEO Dr Somdutta Singh.
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