Page 18 - index
P. 18
BEST PRACTICES & STRATEGIES
Duo-sensual sales approach with
videos in email marketing
The use of video in email marketing is from a technical Yahoo! to recall a specific brand image. In short, the
point of view controversial, since implementation is lim- combination of sensations can underpin the message
ited, as we have already highlighted in former articles and the more sensory touch points there are for the
several times. recipient, the more efficient and effective is usually the
brand communication.
Today, however, I would like to examine the influence of
visual and auditory stimuli on brand perception, because Note, however, that multi-sensual stimuli should be co-
most marketers are usually using four of the five senses ordinated. On one hand, this facilitates the processing
for their brand communication. Yet, brand messages are and recording of the information and on the other hand,
often only communicated mono- or duo-sensual, mostly it minimizes the risk for misinterpretation of communi-
visual and acoustical. cated messages/values. If stimuli aren’t matched
properly, it can happen that sensory channels are com-
peting with each other, or result in a negative percep-
This is not surprising, considering the values according
to which 83% of stimuli are perceived visually, 11% tion of brand experiences. Actually, incongruent stimuli
acoustically, and only a very small part by smell, taste wrestle for attention during the processing, resulting in
and touch. a mutual weakening outcome.
Multi-sensual brand management The impact of the optics on brand perception
Email marketing, usually features the mono-sensual From the perspective of cognitive psychology, optics
communication. This is comprehensible, since gustatory, dominate the world of sensations. Not surprisingly is,
haptic, and olfactory sensations can’t be digitally con- therefore, that this takes an enormous significance in
veyed, but what about the acoustics? the textbooks. However, the dominance of the optic
nerve is put into perspective when making purchase
decisions, as the visual information still remains the
Studies confirm that visual stimuli may support or even most relevant stimulus in communication. The reason
intensify sounds, for example, red-colored trains and for this is the fact that image information, in contrast to
machines are perceived as louder than those in other the verbal information brokering, are in general quickly
colors, despite the same decibel values. Incidentally, absorbed, processed and stored.
there is the same intensification effect with acoustic
background of visual stimuli. Fact is that visual impres-
sions are much more effective and easier to remember The influence of acoustics on brand perception
when connected to another sensation, for example, with
a sound or a melody. In addition to visual impressions, acoustic stimuli be-
come more important. This includes sounds, such as
the roaring lion of Metro-Goldwyn-Mayer, as well as
For some companies, sounds can even become much
more effective than the visual impression, as seen with songs and melodies.
the short tune related to the Intel logo, or the hooting of
18 Asian eMarketing March 2015 - Video Advertising
Duo-sensual sales approach with
videos in email marketing
The use of video in email marketing is from a technical Yahoo! to recall a specific brand image. In short, the
point of view controversial, since implementation is lim- combination of sensations can underpin the message
ited, as we have already highlighted in former articles and the more sensory touch points there are for the
several times. recipient, the more efficient and effective is usually the
brand communication.
Today, however, I would like to examine the influence of
visual and auditory stimuli on brand perception, because Note, however, that multi-sensual stimuli should be co-
most marketers are usually using four of the five senses ordinated. On one hand, this facilitates the processing
for their brand communication. Yet, brand messages are and recording of the information and on the other hand,
often only communicated mono- or duo-sensual, mostly it minimizes the risk for misinterpretation of communi-
visual and acoustical. cated messages/values. If stimuli aren’t matched
properly, it can happen that sensory channels are com-
peting with each other, or result in a negative percep-
This is not surprising, considering the values according
to which 83% of stimuli are perceived visually, 11% tion of brand experiences. Actually, incongruent stimuli
acoustically, and only a very small part by smell, taste wrestle for attention during the processing, resulting in
and touch. a mutual weakening outcome.
Multi-sensual brand management The impact of the optics on brand perception
Email marketing, usually features the mono-sensual From the perspective of cognitive psychology, optics
communication. This is comprehensible, since gustatory, dominate the world of sensations. Not surprisingly is,
haptic, and olfactory sensations can’t be digitally con- therefore, that this takes an enormous significance in
veyed, but what about the acoustics? the textbooks. However, the dominance of the optic
nerve is put into perspective when making purchase
decisions, as the visual information still remains the
Studies confirm that visual stimuli may support or even most relevant stimulus in communication. The reason
intensify sounds, for example, red-colored trains and for this is the fact that image information, in contrast to
machines are perceived as louder than those in other the verbal information brokering, are in general quickly
colors, despite the same decibel values. Incidentally, absorbed, processed and stored.
there is the same intensification effect with acoustic
background of visual stimuli. Fact is that visual impres-
sions are much more effective and easier to remember The influence of acoustics on brand perception
when connected to another sensation, for example, with
a sound or a melody. In addition to visual impressions, acoustic stimuli be-
come more important. This includes sounds, such as
the roaring lion of Metro-Goldwyn-Mayer, as well as
For some companies, sounds can even become much
more effective than the visual impression, as seen with songs and melodies.
the short tune related to the Intel logo, or the hooting of
18 Asian eMarketing March 2015 - Video Advertising
