Multi-Sensory Experiences on Marketers' Minds

After 18 months of pandemic disruption, marketers have begun to consider multi-sensory experiences and brand design systems as an important future part of their brand differentiation plans, according to research conducted by Isobar. The Dentsu International-owned agency’s annual Creative Experience survey has aimed to discover marketers' plans moving forward from the Covid-19 pandemic and the lockdown restrictions—still in place in some parts of the world but beginning to lift in Europe, following vaccination programmes. With over 800 global chief marketing officers (CMOs) participating in the latest survey across eight markets—Australia, Brazil, Canada, China, France, India, U.K. and U.S.—the requirement for physical experiences and multi-sensory design is a consideration for 86% of respondents this year, researchers found. Respondents came from across sectors such as automotive, distribution, finance, health, IT, manufacturing and retail, with the majority (87%) having responsibility for the company’s marketing budget, and a quarter working for companies that employed over 1,000 people globally. The return of physical experiences Alongside the increasing importance of physical events, over a third of those surveyed (36%) said that they were seeking new craft skills designed for a multi-sensory world from their agencies. Marketers are taking the lessons learned during the pandemic and applying them to both digital and physical multi-sensorial experiences, Magali Mayanda at Air France-KLM, told Adweek. “The pandemic has forced us to redefine the notion of distance,” Magali Mayanda, director of marketing communications, customer loyalty, at Air France-KLM, told Adweek. “Travel can take on an infinite number of forms: we are capable of going to the edge of the world, but also of being transported to another universe without moving an inch. We have engaged with our members during the pandemic, largely by building emotional connection around that theme with storytelling. With the magic of travel coming back, we take the lessons learned in the past years and are ready to apply that to both digital and physical multi-sensorial experiences.” The trend ties in with the move towards hybrid events in both real-life and virtual, which were something Heineken-owned brand Desperados began to explore earlier this year with its "Go Desperados" platform, which was enforced with the closure of bars and event spaces. Why Beer Brand Desperados Is Planning for Hybrid Events Even After the Pandemic Ends This led the tequila beer brand to explore creating virtual events for online audiences to join in from home, which included Halloween parties in Dracula’s castle in Transylvania and Casa Batlló in Barcelona, Spain. Brands are also looking into the use of both brand avatars and virtual influencers to drive consumer preference. Almost a third are considering the potential of both, while just under half (45%) have found that digital transformation is offering the potential to deliver new products. Marketers are considering the implications of digital transformation. Innovation and creativity are also key With innovation and technology at the forefront of brand experience demands, other key statistics unearthed in the survey included 86% of respondents agreeing that every touchpoint of a brand should tell its story, from communications to commerce—a growing element of the post-pandemic consideration with online deliveries reaching record levels. The ability to deliver creative storytelling through marketing communications is another important factor, with almost half (47%) of respondents saying they intend to increase spend in a digital capacity to improve this area. Meanwhile, 88% agreed that the power of telling "the right story" would be a major element of "organizational change." Storytelling is another important factor in marketer spend. Also, the majority (82%) of those surveyed said they were investing in creativity and digital technologies to create brand differentiation. Sven Huberts, head of innovation and design for Dentsu and managing partner for Isobar, said experience was becoming a bigger focus for consumers, which was helping them to make choices around their brand preference. “The connected future has arrived,” he continued. “Innovation and new experience technologies are now critical in creating differentiation and growth. But it’s the connected experience—creativity that crosses touchpoint, senses and communities—and that is driving this future.” In Digital Spaces, Fans Crave an Always-On Experience From Brands

Experiential Marketing

Multi-Sensory Experiences on Marketers' Minds as Covid-19 Impact Begins to Ease

The survey was conducted by Isobar with over 800 chief marketers responding globally

Stephen Lepitak

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Stephen Lepitak