Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience
Résumé
People are increasingly purchasing (e.g., food, clothes) and consuming (e.g., movies, courses) online where, traditionally, the sensory
interaction has mostly been limited to visual, and to a lesser extent, auditory inputs. However, other sensory interfaces (e.g., including touch
screens, together with a range of virtual, and augmented solutions) are increasingly being made available to people to interact online. Moreover,
recent progress in the field of human–computer interaction means that online environments will likely engage more of the senses and become more
connected with offline environments in the coming years. This expansion will likely coincide with an increasing engagement with the consumer's
more emotional senses, namely touch/haptics, and possibly even olfaction. Forward-thinking marketers and researchers will therefore need to
appropriate the latest tools/technologies in order to deliver richer online experiences for tomorrow's consumers. This review is designed to help the
interested reader better understand what sensory marketing in a digital context can offer, thus hopefully opening the way for further research and
development in the area.