Yanne Antonini

Sensory marketing in a digital context Yanne Antonini

During the last few years, companies have evolved and progressed a lot thanks to the massive arrival of digital technology and its functionalities bringing them new ways of working. Marketing has also evolved from mass marketing, which did not care about consumer expectations, to experiential and sensory marketing, which takes into account the emotions and real needs of customers. The objective of this research paper is to know how to improve the sensory experience of the consumer through digital. But also to decipher emotions, implicit needs in the purchase path by playing on the five senses through virtual experiences, mobile applications or by using social psychology. Atmosphere and relational dimension, augmented reality and mental imagery. This research takes stock of the situation, and provides keys and avenues for progress, based on companies that are pioneers in the use of the five senses in a digital context.