We stand at the threshold where multi-sensory technologies will become part of the brand experience.
The purchasing process, once dependent on advertising, salesmanship, display, and brick and mortar showrooms, has been usurped by the internet and emerging technologies. Search, brand experience, and visceral sensory excitement are becoming more important as purchasers look for personalized experiences that create lasting impressions.
It is reported that 70% of purchasing decisions are made before the buyer contacts the seller. This is why legacy brands can become invisible if they do not continually reinvest in their marketing and explore new digital channels and multi-sensory experiences.
Agility in marketing equates to quick strike capability. Being able to adapt to changing market conditions provides a safety net.
Take product introduction, for example. Rolling out a new product at a trade show creates the opportunity to borrow ideas and executions from different industries. Creating a sensory bashing, multimedia experience supporting the launch generates excitement among the customer base, media buzz with the press, and social media spikes, resulting in more lead activity flowing into the sales pipeline. Contrast this with the “drop a business card in the fish bowl to win a digital tablet” approach. In addition, much of the multimedia execution can be repurposed for website and mobile video use.
Spend wisely — invest in the brand experience
Museums are a great place to start when looking for ideas for multi-sensory user ideas. The best experiences provide visceral engagement involving the 5 senses to create lasting impressions. One example was the “Rain Room,” a temporary installation in which water rains down except where sensors detect people, giving visitors the illusion of walking between the drops. It was not unusual for visitors to wait four hours or more for their opportunity to experience this exhibit at MoMA.
The connected television
You don’t have go out on a limb too far to recognize that we are creatures of habit. One habit we share is the attraction to television. Viewership is at an all-time high, driven by streaming technology and the ability to personalize media selection. The mass personalization of media will lead to more opportunities for marketers to apply behavioral targeting, tapping into big data sets and using their brand experience as a form of currency. This will encourage users to share their information, providing brands with deep insight into selection, usage, and emotional attachment.
While this may sound like future shock, it is not. Many of these technologies exist today. With implementation comes the responsibility for safe guarding users’ personal data. In the not-so-distant future, brand loyalty may hinge on personal privacy safeguards and data security.
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