Sensory Marketing in a Digital World

Sensory marketing has always been a crucial part of a successful marketing strategy. When most people hear the word “sensory marketing”, they immediately think about how businesses focus on various senses of customers through the features of their products, the store layouts, ambiance etc. But most of the people don’t even think about how this is done digitally. Through this article, we are going to talk about sensory marketing in a digital world.

For good reason, marketers and business leaders are embracing the potential of digital marketing. It’s dynamic, with an infinite reach and audience. Until recently, most people would have agreed that in-person sensory marketing is still necessary. Then COVID-19 arrived, and it became impossible to employ conventional sensory techniques overnight.

Sensory marketing focuses on using one (or many) of a customer’s five senses to sell products or services.

Instead of depending on print or digital marketing methods such as the written word and visual images to interest you as a consumer, they focus on your experience with the product. Companies have used sensory marketing for years, finding new and innovative methods to integrate it directly into their goods or marketing efforts. While certain senses, such as hearing and sight, are simple to use in digital marketing, others are not.

Looking behind sensory marketing tactics to what’s at its core, we see two things: emotions and experience. With a little creativity, these can both be replicated using digital formats.

The Future of Sensory Marketing: Digital Sensory Marketing

Sensory Copy

If your consumers are unable to enjoy the sensory experience directly, find a method to convey it to them via the written word. How does it feel, taste, and smell? Is it harsh in your hands? Buttery soft? Does the fragrance remind you of summers as a child? Use your senses. While this cannot truly replace the feeling of holding a soft pillow, a great copy can bring customers as close as possible.

Play on past experiences

Reach out to previous consumers and capitalize on what they already know. Did they purchase a vehicle from your dealership? You may reach out and ask them to shut their eyes and recall how it felt the first time they grasped the steering wheel or the sound the engine produced when they pressed the gas pedal for the first time. Then explain how your newest model’s steering wheel is made of ergonomic leather for unrivaled comfort while driving. From a psychological standpoint, this simulates the sensation of driving a vehicle without ever getting inside it.

Use Video

The video incorporates two crucial senses into your product: sight and sound. Instead of utilizing images, video enables you to emphasize the key features of your product. This is most effective with things that need more explanation or depend on emotion. Images of hiking boots, for example, do not accurately depict how they seem on the path. In contrast, a hiking video may demonstrate the boot bending while walking on uneven terrain, clinging to slick surfaces, and keeping feet dry during a rainstorm.

Sensory marketing is not extinct, but incorporating it into your marketing strategy will need ingenuity and attention. Digital sensory marketing, on the other hand, is expected to expand in the post-COVID-19 era.

If you need any help in creating your marketing strategy including sensory marketing, our team at DigiFix is more than happy to help you.

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