{"id":1265,"date":"2024-03-30T11:32:35","date_gmt":"2024-03-30T11:32:35","guid":{"rendered":"https:\/\/cademin.org\/marketing-sensorial\/"},"modified":"2024-10-31T10:36:25","modified_gmt":"2024-10-31T10:36:25","slug":"marqueting-sensorial","status":"publish","type":"post","link":"https:\/\/old.cademin.org\/ca\/blog\/marketing-sensorial\/","title":{"rendered":"M\u00e0rqueting sensorial: despertem emocions per mitj\u00e0 dels sentits"},"content":{"rendered":"

En l\u2019FP de m\u00e0rqueting i publicitat<\/a>, un dels apartats que m\u00e9s sorpr\u00e8n els estudiants \u00e9s la quantitat tan diversa de tipus d\u2019estrat\u00e8gies que es poden implementar per a promocionar un producte, una marca o una empresa. El m\u00e0rqueting sensorial<\/strong> \u00e9s un dels m\u00e9s originals i tamb\u00e9 un dels m\u00e9s efectius.<\/p>\n

Explorem el m\u00e0rqueting sensorial<\/h2>\n

El tamb\u00e9 anomenat <\/strong>sensory marketing<\/em><\/strong> parteix d\u2019una premissa senzilla: fer servir els sentits de l\u2019\u00e9sser hum\u00e0 per a plantejar tota mena d\u2019estrat\u00e8gies promocionals que cada marca ha d\u2019adaptar a les seves possibilitats i a la creativitat dels seus publicistes.<\/p>\n

Per b\u00e9 que en l\u2019FP de m\u00e0rqueting i publicitat s\u2019aprofundeix al m\u00e0xim en aquesta mena d\u2019estrat\u00e8gies, tot seguit veurem, a grans trets, les caracter\u00edstiques del m\u00e0rqueting sensorial.<\/p>\n

Qu\u00e8 \u00e9s el m\u00e0rqueting sensorial?<\/h3>\n

En ess\u00e8ncia, podem definir el m\u00e0rqueting sensorial<\/strong> com el conjunt d\u2019accions enfocades a connectar amb les emocions i les conductes dels consumidors, per tal d\u2019afavorir una compra, una subscripci\u00f3 o una acci\u00f3 en concret.<\/p>\n

Si hi aprofundim m\u00e9s detalladament, podem dir que les estrat\u00e8gies de m\u00e0rqueting sensorial s\u2019orienten a oferir una experi\u00e8ncia positiva associada a la marca, a partir dels cinc sentits de la persona: la vista, l\u2019o\u00efda, l\u2019olfacte, el gust i el tacte.<\/p>\n

Prop\u00f2sits del m\u00e0rqueting sensorial<\/h3>\n

Per descomptat, aquesta definici\u00f3 s\u2019amplia a m\u00faltiples estrat\u00e8gies que aprofiten el m\u00e0rqueting dels sentits per captar l\u2019atenci\u00f3<\/strong> dels consumidors.<\/p>\n

Per\u00f2, a m\u00e9s d\u2019oferir una acci\u00f3 cridanera, un dels objectius del m\u00e0rqueting sensorial \u00e9s aconseguir que el consumidor o el client potencial gaudeixi d\u2019una experi\u00e8ncia positiva, que li arribi a les emocions i que li permeti recordar el que ha viscut amb aquesta marca tan b\u00e9 com sigui possible.<\/p>\n

Com \u00e9s l\u00f2gic, el que es persegueix finalment \u00e9s una venda o que el client consumeixi a l\u2019establiment. Per\u00f2 no \u00e9s incompatible amb el fet que aquesta acci\u00f3 generi un sentiment positiu i emocionalment favorable<\/strong> en la persona. Aix\u00f2 tamb\u00e9 motivar\u00e0 que hi torni en el futur. Els avantatges del m\u00e0rqueting sensorial s\u00f3n molt diversos.<\/p>\n

Tipus i estrat\u00e8gies de m\u00e0rqueting sensorial<\/h3>\n

Un fet curi\u00f3s del m\u00e0rqueting<\/strong> sensorial<\/strong> \u00e9s que al m\u00f3n digital, on realment sembla que els sentits es perden a favor d\u2019entorns ficticis desenvolupats mitjan\u00e7ant llenguatges de codi, en realitat ha trobat noves maneres d\u2019estendre\u2019s, fins i tot amb resultats m\u00e9s bons.<\/p>\n

Si, d\u2019entrada, sembla que els desavantatges del m\u00e0rqueting sensorial es deuen al fet que es basa en sentits f\u00edsics de l\u2019\u00e9sser hum\u00e0, \u00e9s cert que hi ha estrat\u00e8gies infinites que podem aplicar per connectar amb els consumidors per mitj\u00e0 dels sentits, tamb\u00e9 des de desenvolupaments digitals.<\/p>\n

Les estrat\u00e8gies de m\u00e0rqueting sensorial<\/strong> es basen en cadascun dels sentits que, l\u00f2gicament, es poden complementar:<\/p>\n

    \n
  • M\u00e0rqueting visual:<\/strong> el que m\u00e9s es fa servir i no t\u00e9 l\u00edmits en estrat\u00e8gies digitals, sobretot, mitjan\u00e7ant l\u2019\u00fas d\u2019elements multim\u00e8dia.<\/li>\n
  • M\u00e0rqueting olfactiu:<\/strong> un dels m\u00e9s complexos, per b\u00e9 que tamb\u00e9 dels m\u00e9s efectius, ja que relaciona olors agradables amb una experi\u00e8ncia positiva.<\/li>\n
  • M\u00e0rqueting sonor:<\/strong> un dels m\u00e9s tradicionals en la publicitat i que continua vigent per a transmetre per \u00e0udio diverses emocions.<\/li>\n
  • M\u00e0rqueting gustatiu:<\/strong> m\u00e9s limitat que la resta, tot i que tamb\u00e9 t\u00e9 un potencial de captaci\u00f3 considerable.<\/li>\n
  • M\u00e0rqueting del tacte:<\/strong> una altra modalitat complexa que, ben plantejada, pot aconseguir grans objectius.<\/li>\n<\/ul>\n

    Despertem la imaginaci\u00f3: exemples sorprenents de campanyes<\/h3>\n

    La import\u00e0ncia del m\u00e0rqueting sensorial<\/strong> es veu reflectida en algunes campanyes inesborrables en el record dels consumidors.<\/p>\n

    En l\u2019FP de m\u00e0rqueting i publicitat analitzem exemples molt diversos tant de m\u00e0rqueting sensorial com d\u2019una altra mena d\u2019estrat\u00e8gies. Tot seguit en veiem alguns exemples:<\/p>\n

      \n
    • Spotify:<\/strong> enfocada principalment en m\u00e0rqueting sonor, amb playlists<\/em> personalitzades i suggeriments basats en els gustos de l\u2019usuari; tamb\u00e9, per\u00f2, en m\u00e0rqueting visual amb campanyes publicit\u00e0ries imponents en tota mena de mitjans.<\/li>\n
    • Starbucks:<\/strong> inverteix de manera notable en m\u00e0rqueting olfactiu, perqu\u00e8 el temps que els clients passen a les cafeteries sigui tota una experi\u00e8ncia sensorial.<\/li>\n
    • Netflix<\/strong>:<\/strong> ha aconseguit fer que el so imponent de l\u2019inici de sessi\u00f3 sigui propi de la seva marca.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      En l\u2019FP de m\u00e0rqueting i publicitat, un dels apartats que m\u00e9s sorpr\u00e8n els estudiants \u00e9s la quantitat tan diversa de tipus d\u2019estrat\u00e8gies que es poden implementar per a promocionar un producte, una marca o una empresa. El m\u00e0rqueting sensorial \u00e9s un dels m\u00e9s originals i tamb\u00e9 un dels m\u00e9s efectius. Explorem el m\u00e0rqueting sensorial El […]<\/p>\n","protected":false},"author":3,"featured_media":1266,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-1265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting"],"acf":[],"yoast_head":"\nM\u00e0rqueting sensorial: del concepte a la pr\u00e0ctica - Cademin<\/title>\n<meta name=\"description\" content=\"Qu\u00e8 \u00e9s el m\u00e0rqueting sensorial i com pot influir en la percepci\u00f3 d'una marca? 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