Sensorial Marketing Archives | Way2net - Digital Marketing Agency

Smart Watches: New opportunities for personalized marketing

05/04/202010/05/2016 by Redes Way2net

The emergence of mobile and other devices has changed the way we live and what we expect from brands. We intend to constantly receive information and, in order to facilitate the measurements of athletes performance, smart watches and bracelets appeared and carry different sensors: accelerometer, GPS, compass and even the ability to measure heart rate.

More and more people are encouraged to buy these devices to be measured, and this year 17.4 million will be sold, 12% more than last year.

Along with the data collected applications appear to presented in graphical form the results of daily monitoring. These apps serve to improve and draw new objectives, like number of steps, calories burned, mileage and speed.

This tools are increasingly used by brands that are pending in “I want to know” micro-moment, and this become a great opportunity to accompany the user experience. Most important sports brands have their own measurement app: “Runtastic” from Adidas; “RunKeeper” from Asics and “Nike Plus” from Nike.

Brands take advantage of this personalized marketing channel , based on data registered users, and together with a specialized team offer useful messages to accompany these processes. The aim of brands is to provide useful tools to their potential consumers, help improve their performance and turn them into loyal customers.

How should brands make its appearance?

The way consumer fractured into thousands of micro moments in real time with purchase intent is an opportunity for brands. The user geolocation is a great advantage for those who want to capture potential customers when they are near a point of sale or local.

They should use these platforms to build a closer relationship with consumers, capturing the flow of data they accumulate in this apps. For example: After long walks, our potential customer shoes get ruined . Suggesting my brand sneakers, along with various promotions and benefits could encourage their purchase.

Contents may not be invasive. Brands must think about how can they add value by offering useful information and data to consumers. Advertising evolves, becomes less aggressive and sidesteps the “buy now”.

Do you know how to deliver value to your target audiences in order to transform them into loyal customers?

Virtual Reality and Marketing: Opening the range of opportunities

09/04/202004/05/2016 by Redes Way2net

The union between marketing and virtual reality is here to stay and it started to open the window of opportunity for brands.

It is important to note the difference between “virtual reality” and “augmented reality” to avoid confusion. The virtual reality means that your body leaves the physical place where you are, your brain go to the site to which the brand wants to teleport, while augmented reality applies a digital layer to the physical world.

Virtual reality experts agree that 2016 will be the year in which sales of these glasses increase, because there are more models and they become more accessible. Companies with huge weight in the sector begin to invest in augmented reality to enhance the experience of its consumers.

Coca-Cola, for example, made use of the famous augmented reality glasses Oculus Rift, recently acquired by Facebook, to transport users at Maracana Stadium locker room and allow them to advance to the field. Meanwhile Facebook expects to have a market of one billion users of virtual reality with its support for the Oculus project.

On the other hand, the popular TV channel HBO decided to offer a virtual experience to “Game of Thrones” lovers and Nissan made use of this glasses allowing users to virtually explore its prototype car.

Google updated the app of its virtual reality system Cardboard, using a cardboard and a smartphone, and is now available in 39 languages. The large company announced that “Street View” system is now available for Cardboard. This allowed everyone to visit cities and places around the world, which opens up endless opportunities for tourism marketing.

Argentina is not far behind. Collateral Studio is a pioneer in virtual reality, being the first study in Latin America to produce a short film for this format. The company has done production work for virtual reality Burman Studio, Club Atletico River Plate and Tedex River Plate, among others.

Uses of virtual reality and marketing

Depending on the brand strategy virtual reality can serve in a marketing campaign in several ways:

1. Product Placement: From video games to series can introduce a brand within the virtual reality experience. This will allow companies gain a foothold in consumer’s mind in a new way.

2. Events: We used to see wine tasting at events when their respective brands want to introduce the product, but in sectors such as tourism and services this task becomes more complicated. Virtual reality comes to simplify the lives of many brands seeking to publicize what they offer but thay can only do so with video clips or still photos.

3. Ecommerce: Virtual reality allow users to access stores to buy the products they want easily. Can you imagine doing purchases from the couch?

To exploit all the potential of virtual reality in the world of marketing we will have to wait for the technology to settle. For now there are many promises and some realities.

Is your brand ready to face all the innovations in technology?

Multisensory Marketing: addressed to the 5 senses

29/08/201806/01/2016 by Redes Way2net

Consumers are exposed to about 200 visual advertising messages a day, which has reduced the response to such stimuli. On the other hand, the other senses have a wider influence, both consciously and subconsciously, as we are less accustomed to marketing activities that target them. That is why we believe it is very convenient for brands to focus on multisensory marketing strategy, that is, directed to the 5 senses

Advertising thought that the most important thing of an ad is pleasing to the eye, but the truth is that when it comes to convincing consumers isn´t just go to one of the senses. A report released by Shullman Research Center emphasizes that if we have five sense is for some reason, so the most effective strategy is the one that consider all of them: sight, hearing, smell, taste and touch.

While the view is the most important for 74% of consumers sense, the other senses are also important. This statement is noted in the case of luxury brands, as consumers are least prioritize the sense of sight in marketing campaigns. For these sight and hearing lose relatively importance in favor of touch, taste, and smell.

Addressing men and women also changes the importance of each of the senses.While 85% of women placed in sight as the first or second most important in making a purchasing decision sense, only 79% of men think so. More data are similar in the case of hearing, touch and smell, but also differ in taste (21% of men placed him as the first or second most important sense, while only 17% of women agree the same).

Especially in food and beverage brands is a good idea to bet to multisensory experiences, marketing tactics that go beyond extolling “flavor” or “appearance,” allowing consumers to interact with the products of various shapes and using every way (for example, touching the ingredients with closed eyes, smell before tasting them, making music with them, etc).

Brands that make an impact on consumers by appealing to unusual ways are increasing. Examples of the above are the smell of fresh bread at the supermarket or the smell of wood in luxury cars (although there is no wood inside).

Is your brand sufficiently directed to the 5 senses of consumers?