Mobile marketing is the newest and most innovative form of emerging media, but what will go beyond mobile marketing or advertising? Today’s consumers are influenced by so many factors when it comes to making purchases, including hidden behaviors. This can include the five senses, even sound and smell. This is a portion of sensory marketing, and that might just be the next force in mobile marketing.
Sensory marketing has been around for ages. It is also known as brands building relationships and emotional connections with consumers through multi-sensory occurrences. This is groundwork for marketing and brand loyalty, so it is a no brainer that it will continue. And as marketers continue to catch on to mobile marketing, they will have to find a way to standout among competitors.
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One example of the integration of sensory marketing and mobile marketing is Homeland’s latest mobile ad promoting the show’s latest season. The ad triggers the sense of touch when it sends vibrations to the smart phone during specific, suspenseful portions of the minute-long advertisement. The ad without the vibrations or sensory marketing effects can be seen below.
It is important to remember that this type of marketing is meant to engage, but marketers cannot go overboard with sensory marketing. It must complement the brand and add to the user experience. Homeland has found a creative way to implement this type of marketing, but how will others make it fit with their brand messages. Sight will be relatively easy, and touch and sound could potentially be also. But what about sense of smell or taste? Will those really be able to be implemented into this marketing medium? How will we make that connection?