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Use All Five Senses In Marketing


Our five senses are sight, sound, taste, smell and touch. Doing anything online engages sight and sound.

Marketers are always seeking new ways to engage with audiences with their digital marketing campaigns.

So if you’re a marketer, what’s your strategy to use taste, touch and smell in marketing to engage more with online audiences?

This article looks at whether it’s possible to engage senses other than sight and sound online.

Taste and Smell

The first step is to understand how we engage our senses and compensate if a sense is actually doing the work when we need it.

For example, taste and smell are closely related due to the proximity of the nose and mouth. Here is an interesting statistic:

80% of what we experience as taste is actually not what we tasted. It is what we smelled

As mentioned earlier, the two senses are so close that we also smell it when we chew the food. Plus, our sense of smell is also closely linked to our memory.

For example, recalling where you were on a particular day is often triggered by the memory of smell. Walking through by a baker and smelling fresh bread or in a park and smelling the grass.

Connect with Audiences

Knowing how we use our senses and how our business can connect with audiences through content that triggers our senses will achieve a higher rate of engagement. Plus, do this type of marketing well, and engagement will convert to what businesses want most – more sales.

Interactive Content

There is one type of digital marketing that’s working hard to use all the senses and that’s ‘interactive content marketing’.

Games, Quizzes, Videos

Designers of online games and quizzes etc. know how to immerse the user, so they get a deeper level of involvement and thus enjoyment for participation.

When a business creates an instructional game to introduce a new product or service and it’s fun to play – it’s an easier sell with customers.

For example, technology can be a hard sell especially when its purpose is not easily understood by business people.

Use a game or explainer videos to demystify complex solutions into layperson’s language.

Explainer videos give users the confidence to use new features and apps.

Use Language and Imagery

How do you get your audience to ‘feel’ your brand or product? It can be done with the use of language and imagery.

Images and videos are a huge part of social media marketing (SMM) and now also PPC ads.

Most viewers are not highly tuned to what sense is being triggered when viewing images. However, it’s very clever just how effective images can recall the sense of taste, smell and touch.

For example, viewing an image of a cup of coffee will ignite your sense of the smell of coffee. If that image of a coffee is now animated and you can see the steam coming off it, you’re likely to recall the taste of coffee too.

When you add an image or video to your blog content or social media profile, consider what senses you want to ignite and use an image that grabs hold of that sense.

Ask your audience for their feedback. For example, show an animated image of a beach on a sunny day, and ask your site visitors if could they feel the sun’s warmth? Smell the seawater? The feedback could be a quick survey that follows after the image, so you get instant feedback.

Start Young

Education on our senses and how to use them can start with the young and in the infographic below

Simply Education who find teaching jobs has cleverly crafted ways to build up sensory skills in children. While these exact examples may not appeal to us directly now we’re adults, they provide valuable insight into how we can craft ways to work on our senses to incorporate them into our marketing and other areas of our business.

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