One of the most prominent trends in recent years is the marketing sensorial, which seeks to stimulate the senses of consumers to create memorable and emotional experiences. In Argentina, this strategy has been used successfully by various companies, generating impressive results and highlighting the importance of the senses in making purchasing decisions.
Sensory marketing has proven to be a powerful strategy in Argentina and around the world. As we move into the future, we can expect to see a greater focus on these types of stocks and continued evolution.
With the advancement of technology, the virtual reality (VR) and the augmented reality (AR) are gaining ground in the marketing sensorial. These technologies allow brands to create immersive and exhilarating experiences for consumers. For example, a tourism company could use virtual reality to transport users to exotic destinations and allow them to visually experience the place before booking a trip.
Artificial intelligence (AI) can play a crucial role in personalize and tailor experiences based on individual consumer preferences. Through data analytics and AI, companies can better understand their customers’ tastes and needs, enabling them to deliver more relevant and personalized experiences.
Marketing and multisensory experiences
An example of this is Netflix, which uses artificial intelligence algorithms to recommend personalized content to your users. Analyzes viewing data, genre preferences, ratings, and consumption patterns to deliver accurate movie and TV show suggestions. This allows users to enjoy a personalized entertainment experience and increases customer retention for Netflix.
As e-commerce continues to grow, companies are looking for ways to provide sensory experiences attractive even through digital channels. This includes the use of high-quality images, detailed product descriptions, interactive videos, and user-generated content to engage consumers on a visual and emotional level.
Such is the case with IKEA, which uses high-quality images and detailed product descriptions on its website to provide an engaging sensory experience for online shoppers. Customers can view pictures of the furniture from different angles, zoom in and out to examine details and read comprehensive descriptions that allow them to get a clear idea of how the product will look in their homes.
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Events and physical spaces are still important in marketing. Brands can take advantage of expos, fairs and special events to create unique and exhilarating experiences for attendees. This can include elements such as lighting, music, scents, and tastings to leave a lasting impression in the minds of consumers.
The Tesla car brand uses physical events to create a unique and exhilarating experience for attendees. In its stands, it created an innovative and futuristic physical space, with bright and minimalist lights that highlight the brand’s electric vehicles. In addition, it incorporated elements of advanced and futuristic technology, such as interactive screens and simulators so that visitors could experience first-hand the power and innovative features of the brand’s electric cars.
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To stimulate the senses, he incorporated soft and pleasant background music at your stand. They also created a tasting area where attendees could enjoy energy drinks and healthy snacks while exploring the vehicles and learning more about Tesla’s vision for sustainable mobility.
Al stimulate the senses of consumers, brands can create memorable experiences, generate emotional connections and foster long-term loyalty. Success stories in Argentina, such as Havanna, Coto and Rapsodia, demonstrate the positive impact that sensory marketing can have on the brand positioning and in customer satisfaction.
As we move into the future, we can expect to see further technology integration and constant evolution. Companies that succeed in taking advantage of these opportunities will be better positioned to stand out in an increasingly competitive marketplace and meet the changing consumer needs. Sensory marketing offers an exciting path toward creating authentic and meaningful experiences that live on in the memory of consumers.
*Specialist in Marketing and Digital Transformation
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