We all think we know every trick that advertiser use to reach us digitally, socially, and on print. You've seen the ads that play before entering into your favorite sites.
You know about the flashing banner ads, the contests, the sweepstakes, and even the sponsored Google links that match your search terms. But as technology advances -- and society gravitates toward new programs and digital devices -- advertisers have found sneakier ways to capture your attention. Yes interactive advertisement is no longer a novelty but a commonality, and yet the execution of this style of advertising is reaching new heights ad by ad -- flooding the market. But how about sensory advertisements, I mean honestly who says prints can’t be interactive too. More and more innovative companies prove that dividing the world into interactive and print media is arbitrary at best. A recent example: Novalia, a British award-winning technology company that makes interactive print products that play music and connect wireless to digital devices, like the boombox made from paper. Out of the lab came a new album cover that scratches, spins
and mixes like a DJ when touched.
According to an AdAge article sensory branding is a marketing approach that has been in use
for decades. It empowers brands to forge emotional associations and connections with people through multi-sensory experiences such as sight, sound and touch, which solidify positive feelings, thoughts and opinions about a brand. Sensory marketing goes beyond just advertising, too. Research has shown that sounds influence people's moods when shopping and can positively impact their
purchasing behavior. This is why wine stores play classical music to inspire a quiet, reflective mood that complements the product, while a bar might blast rock music, which has been proven to drive more beer consumption. But there are dangers with this approach. Brands must be careful not to disrupt and annoy viewers. They should partner with ad technology vendors that have thoroughly vetted sensory marketing features and have tested the mobile products to ensure they're additive to the user experience. Ad tech vendors that incorporate sensory marketing should have an in-depth understanding of how specific sounds and vibrations -- including the duration, frequency, tone and volume -- can influence people's specific emotions in their mobile ad products before they come to market.
Its interesting how something as simple as music can influence your purchasing behavior. While you may be listening to the music in a bar just to sit back and have a good time, it can also be influencing your decision to by a beer instead of a well drink. Never really considered the power that music can have on consumer behavior in an informal setting before.
ReplyDelete