Sensory-based marketing to create an emotional connection with the recipient (A proposed strategy for application in Egyptian society)

Sensory-based marketing to create an emotional connection with the recipient (A proposed strategy for application in Egyptian society)

Introduction:

Sensory-based marketing is one of the modern marketing strategies that can lead to taking advantage of the senses of sight, hearing, smell, taste, touch, and smell in marketing campaigns and transforming advertising into memorable experiences for the recipient, effectively and positively impacting the behavior of the recipient and thus enhancing the experiences of the recipients and establishing strong emotional bonds. Creating an impression that cannot be easily forgotten can also lead to increased brand loyalty and significantly increased purchase intent. It is intended to use sensory stimuli to obtain the preferences of the recipient and to influence the behavior, desire and preservation of the recipient's memories in relation to the brand or product, as defined by the American Marketing Association Sensory-based marketing as " the use of marketing techniques to influence the human senses in order to move the feelings of the recipients and influence their behavior", and there is another definition . A marketing technique aimed at dealing with the human senses to influence their behavior in a way that leads to positive results in the purchase decision, sensory-based marketing explores how the use of sight, sound, smell, taste and touch in marketing campaigns can lead to memorable experiences for the recipient.