Communication activities that affect multiple senses result in a better return on investment for the marketing budget than if you only used one channel.
Automated marketing is a great invention, and it is mainly mentioned in the digital toolbox. For some time now, it has been almost impossible to track how many channels brands use to persuade consumers. Retail, both wholesale and retail, crosses geographical boundaries, and information gathering may only have linguistic barriers. The consumer journey is extremely diverse, and the buyers themselves (or potential buyers) can be segmented into more and more categories, so we must communicate with them through multiple channels.
Tangible products can be successfully marketed with tangible marketing tools; we cannot remain contactless in 100%. Humanity craves the observation and touch of three-dimensional texture. If we line up our senses in a „gymnastics formation,” where their importance is symbolized by their size, we would look like this:
The memory effect and emotional attachment increase in the case of printed materials, this[1] has also been proven by British scientists. We may keep and reuse the packaging delivered by online stores if it is practical and durable. We do not develop negative feelings towards the brand if there is a letter addressed to us in the box, especially a coupon enticing us for the next purchase of our favorite product. The hesitant customer can be lured back to the online abandoned shopping cart with a personalized, named, physically sent special offer.
Without emotions, we cannot transfer our admiration for the brand into the consciousness and hearts of the targeted individuals. Because the consumer is also a human behind the data. They can be grouped into more and more segments, and this does not complicate but rather facilitates our work during personalized communication. Data-driven marketing can be implemented not only in the online space; indeed, the positive impact of multichannel presence on our results also applies here. We know a lot about the customer, let's leverage this across multiple devices!
We will explore this topic on the afternoon of October 14 at this year's Future Promotion Forum conference, which is running on an online platform this year. You can follow presentations by European professionals between 14:00 and 16:00. There will also be a Q&A session afterward, where the speakers will answer questions posed in the meantime.
What can you learn about multisensory marketing during the presentations?
- The translation of digital marketing data into emotionally charged consumer communication.
- Hyper-personalization for building consumer loyalty to increase purchasing value.
- Programmatic print in the automated marketing campaign.
Our captivating moderator, as last year, will be Richard Askam, who is associated with the Coca-Cola 2014 highly successful European campaign, the ShareaCoke..
The opening presentation will be by Smartly.io The marketing director shares his experiences about creating a human and emotional customer experience in our technology-focused world today. Mark de Bruijn the author of one of the recent marketing bestsellers, „Consumers are People” a Dutch book, also noted as an expert on the top 100 list of European B2B marketing leaders.
Apply if your field is marketing communication:
- I am a brand owner (B2B/B2C), winning consumers is my main goal as a marketing communication and digital marketing leader.
- I am a retailer, I have a webshop, and I also operate a CRM system online and offline.
- I also deal with trade marketing and the execution of loyalty programs.
- As a leader or team member of an agency, I always strive to come up with something new in brand design and brand communication.
- I am a printing service provider and I am looking for new creative opportunities for my clients.
- I am a DM service provider, working with postal and online mailing lists.
- I am a representative of the professional press, analyzing and uncovering industry trends.
About our other speakers you can find out on the registration page!
You can read the details of the program in the confirmation email following your registration, and we will send the streaming link afterwards. The presentations will be in English. Participation is free!
Write it in your calendar:
FUTURE PROMOTION FORUM October 14, 2020, from 2:00 PM
[1] Computer- vs. paper-based tasks: Are they equivalent? Jan M. Noyesa and Kate J. Garland; University of Bristol, Department of Experimental Psychology, 2008
