News Article Published:
Monday, 29 October 2007
Category:
Financial Services
Higher-end markets, such as the financial and professional services sectors, are increasingly trying to reach potential customers through multisensory marketing, a new report claims.
A study from research and consulting firm Social Technologies says that the technique is proving an increasingly important marketing method in higher-end markets.
"Many companies are finding that when they engage consumers with multiple sensory touchpoints - not just the traditional sensory channels of sight or hearing - they can enhance consumers' emotional connection with their products and brands," commented Kristin Nauth, author of the study.
She adds that such strategies can help evoke "significant personal identification with products".
"Marketers will increasingly aim to touch consumers deeply, creating connections to memories, values, identity, and aspirations. In effect, they are using sensation as a portal to meaning," she says.
The study claims that multisensory approaches could become a much more central component to market during the next five to ten years, and might become a cost of entry in some industries. One of the major forces driving its introduction is that a proliferation of product choice is forcing marketers to make a strong statement to differentiate their products.
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