The Sensory Marketing Theory: A Journey Into Multisensory Marketing

Abstract

Sensory marketing is a growing field that examines how sensory inputs impact consumer perceptions, feelings, and actions. Marketers are increasingly using multi-sensory branding to create immersive brand experiences and increase customer engagement. The five senses are sight, hearing, smell, taste, and touch. Experiential marketing, music, and sound are key components of multimodal marketing. As digital information becomes more overwhelming, marketers must develop innovative strategies to engage consumers. Sonic branding, a key component of multimodal marketing, is becoming more popular. Vision, color, style, smell, and sound are essential components of multimodal marketing. These elements help create a lasting bond with customers, attracting new and repeat customers, and promoting brand loyalty. The study aims to add to the body of knowledge how sensory marketing theory helps in multisensory marketing.