Marketing perspective factory (Sensory marketing)

Do you know the secrets about the sensory marketing?

Yan Zhang October 2015

The sensory overload occurred in recent years, it is no attraction to customers by using simple and single advertising ways. According to the advanced technology that sensory marketing become more diversified. It motivates the desire of consumption as well as the economic development. The developing of the film shows the typical case in sensory marketing.

Originally, the film using continuous rotation of pictures and create an illusion of activity. At the same time the early period film showed acrobatics only thus customers lost interest in short term. Gradually, the rough film fail of meeting the demand. From 1913 to 1926, the film make a progress in auditory sense field. People can enjoy the film not only from the vision sense but also the auditory sense. After years, the film innovated the content and form combing the real life to arouse the resonance. The film is based on demand to change and developing with advanced technology. Nowadays, 7D movies also appear in public view. Visual sense, auditory sense and touch integrate in film to customers. They are willing to spend money to experience attractive movies. At present the film become a kind of culture in each country. It is surprise to find the film can influence the economic development. Because it becomes an industry in marketing.

In conclusion, sensory marketing keep fresh cannot without advanced technology. Customers always feel bored towards invariable. Curiosity is a strong motivation to enter the new fields. Sensory marketing have to become a shiner to catch customers’ eyes.

color and sound in film

7D movie

Marketing perspective factory (Experiential marketing)

           Experiential marketing is perfect?

Yan Zhang October 2015


Experiential marketing permeate in our daily life. Some marketers are aware of customers are emotional in purchasing decision. Thus a variety of industries, companies have changed the model from traditional "features-and-benefits" marketing toward creating experiences for their customers. At the same time, it will build special circumstance in the broader business. (Schmitt, 1999)

And the companies aim at the emotional factor of consumers that reinforce brand awareness to stimulate the consumption. It will bring problems. It refers to the Cycle of Innovation which wrote by Tom Peters (1997), "Brand! Brand!! Brand!!! That's the message...for the late '90s and beyond". In China almost students in high school choose Iphone as first choice. They may not have some rational reasons but because of brand. A successful brand represent the best service and high quality consist of the hidden social status. People usually observe the brand of the goods used by people to judge the economic capability or social status. In other words, products lose their original function only remaining the brand value. 

The supremacy of the brand in the future will partly make customers lose rational consumption view. A terrible news said Chinese teen sells kidney to buy iphone and ipad. (Gillian, 2012) So experiential marketing developing with some conflicts. Customers have to consider the features and benefits of the products before purchasing.

References

Gillian, W. (2012) Chinese teen sells kidney to buy iPhone, iPad [Internet] Available from: <http://news.yahoo.com/chinese-teen-sells-kidney-buy-iphone-ipad> [Accessed 6 October 2015]

Peters, T. (1997), The Cycle of Innovation: You Can’t Shrink Your Way to

Greatness. New York; Knopf.

Schmitt, B. (1999), Experiential Marketing. Journal of Marketing Management. Taylor & Francis Group