Although mobile marketing and the ad technology that accompanies it have grown by leaps and bounds, there is still a lot of unrealized potential. Currently, the only truly mobile-focused ad technology is location-based targeting. All other methods are simply smaller versions of mobile marketing methods originally designed for the desktop. Given the unique focus of mobile devices, we also need to take a special approach toward mobile marketing. The ultimate goal of mobile marketing should be to provide users with immersive experiences that engage them emotionally in ways that are simply not possible with other forms of marketing. This is where sensory marketing comes in.
What Is Sensory Marketing?
In order to understand sensory marketing and its place in today’s mobile marketing landscape, it is important to understand the importance of the user experience. A report from Forrester indicated that almost 60 percent of smartphone users in the United States believe that in-app advertisements interrupt their user experience. As a mobile marketer, your goal should be to enhance your users’ experience without interrupting it.
Sensory marketing might sound like a new concept, but it has actually been around for quite some time. Some of the largest and most successful brands in the world use sensory marketing expertly to boost brand awareness. By utilizing multisensory experiences, marketers are able to guide opinions about their brands. When handled properly, sensory marketing can help inspire the right mood and drive sales.
In order to make sure that mobile marketing works for your brand, it is important to focus on engaging your customers. Under no circumstances should you annoy your customers with ads.
Developing Your Sensory Marketing Strategy
What should you focus on when developing a sensory marketing strategy?
First, take some time to determine what it is that you want to achieve with a sensory marketing strategy. Remember, you can only hit a target once you have defined it. As part of the process of developing your sensory marketing strategy, it is important to think about how visuals and sound will play into your strategy. For instance, what types of sounds and visuals do you think would be most appealing to your brand’s target audience? Wine stores often play classical music to set a quiet and reflective mood. Which type of sound do you think would be most appropriate and welcomed by your audience?
Keep in mind that specific sounds and even vibrations can influence users’ emotions in specific manners. This includes tone, frequency, volume, and duration. To make the most of this, make sure you work with an ad tech vendor with specific knowledge and experience regarding the best way to incorporate sensory marketing.
Movement is also important. One of the reasons that many people enjoy playing video games on their mobile devices so much is that it can be engaging and entertaining to move the device in different ways. Consider how you could utilize this feature to make the experience even more engaging for your users in a way that correlates with your product or service.
Just as movement is important, it is also vital to include touch as part of your sensory marketing strategy. Think about how you can enhance your customers’ experience via the use of touch. Taps and swipes can be used in different manners. Don’t be afraid to think out of the box in terms of how you can implement touch into your sensory marketing strategy.
Finally, carefully consider how frequently you should utilize mobile ads. This is a fine balance, as you do not want to run the risk of annoying your readers or tuning you out because they have become immune to you. Finding the right blend of frequency for your brand will likely involve testing and timing, a step that should not be overlooked.
As a mobile marketer, it is time to begin looking at how your brand can benefit from sensory advertising. Embracing sensory advertising can help bring more attention to your brand, while also ensuring that your users are more fully engaged, your ads more memorable, and you are competitively well positioned.
