Dijital Çağda Tüketicinin Duyularına Hitap Etmek: Çoklu Duyusal Pazarlama Üzerine Bir Araştırma

Öz

21. yüzyıl hem tüketici hem de markalar açısından büyük değişimlerin yaşandığı bir dönemdir. Markaların temel amacının ürünü satmaktan çok ürünü yaşatmak olduğu, ürünün özelliklerinden ziyade marka hikâyelerinin konuşulduğu, tüketicinin elde edeceği faydadan ziyade tüketici psikolojisinin ön planda tutulduğu duygu çağının temelinde, çoklu (beş boyutlu) duyusal deneyim yatmaktadır. Tüketicinin görme, koklama, tatma, işitme ve dokunma duyularına hitap eden çoklu duyusal deneyim, markaların gerek pazarlama iletişimi gerekse reklam stratejileri içerisinde önemli bir yere sahiptir. Özellikle COVID-19 süreciyle hızlanan dijitalleşme, genç tüketicilere farklı deneyimler sunmak isteyen markaları, çoklu duyusal pazarlamaya yöneltmiştir. Bu çalışma tüketicilerin gerek geleneksel mağaza atmosferinde gerek ise çevrim içi web ortamında yaratılan duyusal pazarlama unsurlarının tüketici alışveriş deneyimi üzerine etkisini betimsel olarak analiz etmektedir. Araştırmada üç ana kategori belirlenmiş ve yarı yapılandırılmış derinlemesine mülakat tekniği kullanılarak 18-24 yaş aralığında 14 kişi ile görüşülmüştür. Bulgular hem geleneksel hem de dijital alışveriş sırasında genç tüketicilerin beş duyusunun aktif olarak uyarıldığı duyusal deneyimler istediklerini ortaya koymaktadır. Dijital alışverişte görsel ve işitsel deneyimler ön plana çıkmakta, ancak markalar görsel unsurlara önem verirken işitsel tarafta yetersiz kalmaktadır. Genç tüketiciler duyuların internetini ve beş duyuya hitap eden alışveriş deneyimini yaşamak isteseler de tat ve koku duyularına ulaşabilecek bir internetin 10 yıldan önce mümkün olmayacağını düşünmektedirler. Araştırma, genç hedef kitlelerin yalnızca bir ürün veya hizmet bulma/satın almaya değil, aynı zamanda duyusal ve benzersiz bir deneyime de ihtiyacı olduğunu göstermektedir.

Anahtar Kelimeler

• : Duyusal pazarlama
• dijital duyusal pazarlama
• çoklu duyusal pazarlama

Appealing to Consumer’s Senses in the Digital Age: A Research on Multi-Sensory Marketing

Öz

Abstract. The 21st century is a period of great changes in terms of both consumers and brands. In the baseline of the age of emotion, where the main purpose of brands is to keep the product alive rather than selling the product; where the stories created by brands are spoken rather than the product’s features; where the consumer psychology is prioritized rather than the benefits consumers obtain from the product, lies multi (five-dimensional) sensory experience. The multi-sensory experience, which appeals to consumers’ senses such as seeing, smelling, tasting, hearing, and touching, holds an important place for brands’ marketing communication and advertisement strategies. Especially, the digitalization process, which accelerated during the COVID-19 pandemic, led the brands that wanted to offer different experiences to their young consumers to multi-sensory marketing. This study descriptively analyzes the effects of sensory marketing elements created in both traditional store and online web atmosphere on the consumer shopping experience. For the analysis three main categories were determined and 14 people aged 18-24 were interviewed using the semi-structured in-depth interview technique. Findings reveal that during both traditional and digital shopping, young consumers want to undergo the multi-sensory experience in which their five senses are actively stimulated. Visual and auditory experiences come to the fore in digital shopping; but they think brands give importance to visual elements while being insufficient in audio studies. Although young consumers desire to experience the “Internet of the Senses” and the shopping experience that appeals to the five senses, they think that there will be no internet that can access the senses of taste and smell in 10 years. Research shows that young target audiences for brands need not only find/buy a product or service, but also an sensory and unique experience.

Anahtar Kelimeler

• Sensory marketing, digital sensory marketing, multi-sensory marketing

Kaynakça

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