Airat Safiullin: Sensory Marketing – How Smells and Sounds Sell Better Than AdvertisingArticle

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In the era of digital transformation, marketing is undergoing significant changes. However, some tools remain unchanged, and one of these eternal tools is sensory marketing. Focusing on the feelings of consumers, this method is actively gaining popularity. Airat Safiullin, a well-known expert in the field of marketing and digital technologies, actively email data studies the influence of sensory stimuli on consumer behavior and claims that aromas and sounds can be much more effective than traditional advertising.

What is sensory marketing?
Sensory marketing is the use of external stimuli such as smells, sounds, textures and visuals to create an emotional response in consumers. This approach is based on the psychology of perception: influencing a person’s senses helps to create long-term emotional connections between a brand and a consumer. The goal of sensory marketing is to enhance the buying experience so that a person not only enjoys interacting with a product, but also remembers it on an emotional level.



According to Airat Safiullin, the use of aromas and sounds in marketing strategies gives companies a powerful competitive advantage. Unlike standard advertising, which only affects the visual channel of perception, sensory marketing activates more channels, which allows for a deeper influence on consumer behavior and preferences.