Abstract

Digital media is part of the minutiae of everyday life for the vast majority of consumers in the country. We are now living in a post-digital age where individuals often have two types of personalities that exist in distinct spaces: the physical and online world. People are beginning to suffer from digital fatigue, a modern day syndrome rapidly affecting the “always connected” society comprising of citizens armed with the latest smartphones, desktop/laptops and tablets.

Consumers are rejecting conventional methods brands use to promote their products and promises. To mitigate this, brands need a different approach. They need to offer an experience.

By offering multi-sensory brand-experiences with sophisticated uses of digital media and encompassing the use of experiential and sensory techniques brands can reach out, delight and make a qualitative difference to consumer’s lives. Qualitative research methods consist of secondary sources, exploratory interviews and construction of two case studies and are deconstructed to establish sensory expressions and reveal the layered processes of brand touch-points used to create digital experiences.

The results of the interviews and case studies suggest the pressure is now back on brands to deliver consistently high quality experiences that are not only on brand, but also delight and surprise their audience.

Digital experience strategies will be more data driven with a goal to improve efficiency by offering faster, more responsive experiences. By developing the multi-sensory brand experience strategy and applying it directly to brands it could validate the use of the strategy and deliver tangible results for clients and brands.