Integrating Tactile Marketing on a Digital Platform
Posted by Sarah Wai on Dec 8, 2015 9:35:00 AM
When you walk into a store or a company, you immediately catch a vibe. You get a sense of who they are, what expectations they may have, how they can cater to your needs, etc. This is the same with digital platforms, minus a lot of the tactile elements that can be found in a physical place. When you look at a website, you immediately get an impression of who they are and what they represent. This is why branding and website design are so critical to your company's success. People are immediately drawn to or discouraged by the impression they are given. One thing that multiple companies are starting to implement to encourage positive impressions is the idea of incorporating tactile marketing.
How do you utilize tactile marketing in the digital world?
According to Martin Lindstrom, author of "Brand Sense", sight is one of the most important senses, as it is one of the first senses that our brain utilizes.
When you have your logo and website designed, you want it to represent who your company is as best you can. Part of that is in color choice, font, and design elements. If you want to create a sense of well-being, choose softer elements. If you want to create a sense of excitement, choose bold elements.
Taste is the number one sense that creates brand loyalty, according to Lindstrom's studies. This means that if you are in the food industry, you might consider an option on your website that lets customers request samples of your products.
You have a greater chance of impressing customers if you offer them the opportunity to try your product.
When you touch an object, there is a trigger in your brain that causes you to want more.
For example, if you visit the pet store. You look at all the puppies and think "They are all so cute!". (There's the first hook)
Then a sales person asks you, "Would you like to hold one?"
As soon as you do, it clicks. You have to have a puppy.
It's not likely that you can send a sample product, but on your website you can tell people where to go so that they can experience your products.
Everyone knows the McDonald's "I'm lovin' it" and the Kit Kat "Gimme a break" jingles. If you want to be associated with a sound, jingle or song, incorporate it into your marketing.
In your promotional videos, decide the atmosphere you want to create and choose something appropriate. For example, if you sell choice wines, play classical music to give a sense of quality.
If you sell products that have distinct, desirable smells, make sure to offer samples. You can guarantee an increase in sales if customers can smell your product.
Remember all those perfume and cologne samples in magazines? This is exactly the kind of marketing you want to do. Get a sample in front of people. Offer samples on your product pages and get your scent out there.
Anything is possible
As you can see, it's not impossible to create a sense of who your company is and what your products are even when you are digital. All you have to do is think outside the box and follow through to get your name out there.
Written by Sarah Wai
Content, Email, and Social Media Marketing Specialist of Tribute Media. Bachelor of Science in Digital Communication Arts and Master in Business Administration. Holds HubSpot Certifications in Inbound Marketing, Social Media Marketing, Email Marketing, and Contextual Marketing.