Skip to 0 minutes and 9 secondsHello, my name is Caroline Cuny. I'm a professor and researcher for the marketing department at Grenoble Ecole de Management. I also provide scientific expertise for the Digital Natives Orange-Grenoble Ecole de Management Chair. As part of this MOOC on a company's digital transformation, I'll be speaking about experiential and sensorial marketing from the perspective of cognitive science and neuroscience, which is my background.

Skip to 0 minutes and 40 secondsSensorial marketing explores how our ability for sensory perception perception can impact how we approach, understand and evaluate marketing stimuli.

Skip to 0 minutes and 53 secondsThe idea is simple: When you receive a marketing stimulus such as an advertisement, product packaging, store layout or a virtual sales assistant, your sensory channels (eyes, ears, hands, etc.) are impacted. Sensory channels are therefore the gateway for marketing stimuli. Experiential marketing brings together all of the marketing techniques focused on client experience. We can think of a marketer as a supplier of client experiences or an orchestra conductor. For a client, the experience is a response to a marketing stimulus. This impacts the person's entire self, based on who they are at that precise moment and how they're being stimulated. This stimulus can make you relive a memory or trigger other actions. It corresponds to our psychomotor responses.

Skip to 1 minute and 54 secondsSo, experience calls upon our emotional, cognitive, social and cultural spheres. Sensorial marketing is therefore a key tool for experiential marketing. We won't be able to address all aspects of experiential marketing in this MOOC. But we'll focus on the sensorial side of the experience. We'll try and understand why this approach is so important for service marketingv and in particular, for a company's digital transformation.

Skip to 2 minutes and 29 secondsThe advantages of cognitive science and neuroscience What does neuroscience have to offer? As I'm a psychologist, the answer to this question is both fundamental and obvious. The human brain is the basis of our psychology and our experiences. It governs what we feel when faced with a product, a sales person or an online experience. It's all connected to how our brain operates. As an example, how do we perceive an object? Its physical characteristics stimulate our sensory receptors and are transformed into electric signals which go to the brain. This stimulus is analyzed and processed by various parts of the brain depending on an object's characteristics (its color, shape, smell, sound, etc.) as well as its connection to our previous experiences.

Skip to 3 minutes and 17 secondsThe result is meaning and emotion. When you perceive an object, you receive information about the current situation and you activate a network of related past memories. Activating this network allows us to identify and evaluate an object as well as take action, all within a couple hundred milliseconds. It happens unconsciously. All the data that's analyzed individually is reunited in a multimodal process to create a single representation of the object instead of lots of little bits of information. So perception is the action of combining all available physical information, organizing it to find meaning, and interpreting it according to the current situation and previous experiences. It's important to understand that the interaction between perception and memory is rapid and automatic.

Skip to 4 minutes and 26 secondsFor example, you can easily recognize an object such as a car within a few milliseconds. And this no matter the object's position in space, even if it's partially hidden or oddly colored. Your perception of this car automatically activates a network of memories that allows you to recognize it. You do this automatically and without any effort. In other words, you can't prevent your brain from doing it. When faced with a marketing object, a client automatically activates a network of memories and perceptions that represent both current and past experiences related to this object. All of this is tied together to create a conscious and unique perception within our body. You could describe it as the environment causing something to vibrate within us.

Skip to 5 minutes and 14 secondsThat's a fundamental consideration when developing a service offer. Why is this even more important for a digital transformation? First of all, one of the characteristics of digital marketing is that it noticeably shortens the delay between a marketing action and a purchase. For example, an advertisement based on the subject of a website we're visiting. You have to understand how consumers make quick decisions, and why neuroscience and cognitive science models are highly efficient.

Skip to 5 minutes and 50 secondsNow we can start the third part of this video which is: Why should we be particularly interested in sensorial and experiential issues when dealing with service marketing and a digital transformation? Sensorial and experiential marketing First, clients and consumers are constantly connected to each other, to brands and to their community. They have to manage the continuous flow of information and emotion that enters and leaves their personal space. Their messages, although virtual, also communicate emotion and meaning. As we enter this era of digital transformation for companies, marketing stimulus can no longer be focused solely on innovation or technology. It has to provide meaning and emotion, to create rich sensorial experiences.

Skip to 6 minutes and 49 secondsThe Generation Y, which was born with the beginning of the digital era, really underlines this situation. While they may be "addicted" to their mobile phones, they're also looking for affection and real contact. They create collaborative spaces and activities to exchange and share services. The collaborative economy is also developing thanks to the internet. We can see through instant messages how internet users illustrate their hobbies, their culinary creations or the exploits of their pet. Second, in order to stand out from the competition with a satisfying service offer, marketers have to think about the overall client experience. This means taking into account the various sensory channels.

Skip to 7 minutes and 43 secondsAt Grenoble Ecole de Management for example, we're currently studying the visual, odor and tactile interactions of users with mobile phone cases in order to understand the impact on perceived device performance levels. One of our hypotheses is that consumers will consider a mobile phone to be less powerful if it has a relaxing smell instead of an energetic one.

Skip to 8 minutes and 8 secondsThe situation is quite similar in terms of service: the odor of a sales location, the color of a sales uniform, a sales person's perfume or how they shake your hand. All of this stimuli is automatically processed by the brain and used by consumers to unconsciously create an overall evaluation of a service. It's impossible break down all the various impacts caused by stimulating sensory channels. To conclude, I would like you to remember that the brain is the foundation of our behavior. Sensory perception is selective. It integrates multiple sensory modalities. It's subjective. The digital transformation doesn't make us robots. It's in fact built on the human experiences of both marketers and clients.

Sensorial and Experiential Marketing

  • Are Experiential and Sensorial Marketing dissociable?

  • How does digital transformation impact Experiential Marketing?

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This video is from the free online course:

Digital Transformation of Businesses and Services

Grenoble Ecole de Management