Marketing is a dynamic discipline and it is very much alive. There are easily thousands of variables presented in every marketing problems and there are many ways a marketer can formulate strategies to solve and manage the problems.
Through an advent in Science and technology, we are now well equipped with science to harness the capability to get into the consumer's subconscious minds and understand what ticks and why consumers buy. It is no longer a 'prediction' or a forecast on what will consumers like but marketers now have an edge through exploring the consumers wants and need through their cognitive thoughts within their minds.
One mode of this form of marketing tactic is Scent Marketing, which taps into the realm of human physiological and psychological state of being and elicit response from consumers. Below is a YouTube video which shows the emerging trend of this form of marketing:
The use of scent in marketing is prevalent in hotel and retail chains which accounts for the biggest spenders on research and usage of Scent. Scent delivery system is now seen as a marketing medium. Available in market are technologies that allows companies to dispense, embed and transmit smell in various place; not only in physical storefront, but in places as small as a product packaging as well.
To summarize the effects of Scent, they appear as the gaseous form in the air which are inhaled by humans. The scents are encoded with meanings and contained messages (for example: A brand or an experience). Scent will trigger those emotional and cognitive response sub-consciously which will bring about experiential emotions and elicit certain responses from the consumers, as proven by science. For an in-depth analysis behind the science of smell, please refer to Biophysicist Luca Turin's website for more information. He studies the science of smell and are the leading proponent of the theory of smell.
Recommended blog for Scent Marketing
One particular blog that follows this new form of marketing is Scent Marketing Blog
