Multisensory Marketing

More evidence that 2017 is the got damn future. If voice activated home robots, smartphones replacing desktops and shoes that monitor your health doesn't convince you how fast trends adopt, allow me to shake your foundation again with the advent of multisensory marketing.

No, you can't smell that delicious food from the Tasty video, just yet. But, augmented reality becomes redefined with sight/sound/movement. According to Facebook's recent study, by 2020, over 75% of the world's mobile data traffic will be video.

As Facebook IQ puts it, "The average attention span is said to now be shorter than that of a goldfish. But that's only half the story. As people are exposed to a continuous and ever-growing stream of information, our ability to consume it has sped up. And as both findings are even more pronounced among younger generations, the future will be fast."

As our ability to consume information grows, consumers expect more from our communication. Engagement becomes a real-time opportunity through the technology being developed. Imagine skype meets video with customer service. It's on the way.

More importantly, I want to talk to you about taking advantage of multisensory approach today. When planning a campaign in online media, how can you craft a "true to life" experience for the user? Some ways to do this right now:

• Use 360 photo and vid tech to give the user a feeling of being there. Users spend 40% more time on 360 than reg vids.
• Develop adaptive micro-sites based on experiences instead of stagnant content.
• Ramp up your video strategy ASAP! Focus on 3 second previews and run multivariate tests to capture a longer-viewing audience. The latest studies show that video connection is biological. People stare at video 5x longer than any other content.
• Sound is important to a multisensory strategy. Music, voiceovers and the like should be paramount to you now.
• Mobile first. It goes without saying. But, if you design on mobile only, your chances of capturing the right buyers dramatically increases. And, no, I am not talking about responsive websites. That is so 2004.
• Try to capture your brand's humanity. If your campaigns, engagement and communication is personified, the assets you put out will have a better chance of brand recall.
• People can recall content after only seeing it for 0.25 seconds! Use tech to speed message delivery.
• Focus on delight. You want to surprise your viewers, entertain them. Several years ago, I talked about advertainment as a must in online strategy. The problem? Agency workflow isn't set up to connect creative and media as a seamless process.
• Run media in good times, not desperation. When that click must equal a sale, the desperation comes out in your communication. It stifles possibilities and crushes creativity. A lot of companies run tight and don't have a planned "innovation" marketing budget. Innovating scares a lot of bottom-line marketers. Should you see results? Hell yes. But, what kind? These trends call for a redefinition of return.

I could go on and on about the sensory experiences available. They are going to continue to explode and no doubt, the social media platforms like Facebook will be the ones ushering them in. On the last point I made, I would like to drive that home for you.

Innovation is problem solving with acceptable risk.

Just as Google lets employees spend 10% of their work time on whatever idea/project/innovation they want, you need to carve a budget out for the same.