Touch marketing and neuromarketing: modern technologies and approaches of estimating efficiency.

<p>&nbsp;</p><p>In our modern time become a moment when traditional marketing instruments don&rsquo;t work in a good way anymore and don&rsquo;t bring benefits which companies rely on. These instruments are replaced on new technologies and innovative methods of problem solving. The newest method in marketing is sensory marketing. This type of marketing can increase the level consumption, increase customers&rsquo; loyalty, create connection between customers and companies and another pluses of sensory marketing, which are discussed in diploma work.</p><p>&nbsp;</p><p>The diploma work is going to study sensory marketing and instruments. The overall goal of the study will be to elaborate a practically-theoretical approach towards the adjustment of in-store touch-sensitive marketing solutions to marketing goals of the business. Where the object of the study is process of formation sensory brand communications in the retail industry.</p><p>&nbsp;</p><p>Based on the goal set forth, the following research tasks will be accomplished:</p><p style="margin-left:30.0pt;">1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To analyze theoretical concepts for building marketing brand communications in a particular market segment.</p><p style="margin-left:30.0pt;">2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To correct concepts which are focusing on sensor marketing.</p><p style="margin-left:30.0pt;">3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To conduct case-analysis and point out practically-theoretical approaches for organizing sensory-marketing communication.</p><p style="margin-left:30.0pt;">4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To formulate a general model of marketing communication realization.</p><p style="margin-left:30.0pt;">5.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To make an experiment with collecting first data</p><p style="margin-left:30.0pt;">6.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To make a list of recommendations for applying sensor marketing model.</p><p>&nbsp;</p><p>The diploma work has been divided in three main parts. In the first part were discussed sensory marketing and its elements. In the second part was analyzed current situation with using cases and statistical data. And in the last part was made a research. There were made an interview and an observation to collect first data. (110 interviewers, &laquo;ZARA&raquo; and &laquo;Electricity paradise&raquo; for observation (20 respondents for each observation)).</p><p>&nbsp;</p><p>After analyzing collected data, in diploma work was written some recommendation why sensory marketing is effective today. These recommendations will help companies understand: why sensory marketing useful for retail business. Moreover, in the work was shown consumers&rsquo; attitude to sensory marketing and their awareness to new marketing issue:</p><p>1.&nbsp;&nbsp;&nbsp; Very high level of interest to get information about sensory marketing</p><p>2.&nbsp;&nbsp;&nbsp; Consumers are agree, that they can make a decision irrationally</p><p>3.&nbsp;&nbsp;&nbsp; The importance of audio and aroma marketing the same as service and design of shop place</p><p>4.&nbsp;&nbsp;&nbsp; Atmosphere plays a great role for consumers</p><p>5.&nbsp;&nbsp;&nbsp; Another conclusions &nbsp;</p><p>Of course, companies need to think about the idea, that consumers should be knowledgeable about marketing, which can attract consumers&rsquo; attention. Also, give a chance to consumers to choose the atmosphere in the shop. It will increase level of loyalty, and will increase level of spontaneous purchases.</p><p>&nbsp;</p><p>In the diploma work was made a main aim. The new theoretical-practical approach will help companies create sensory brand communication. This new concept will make brand unique with using aroma and audio marketing.&nbsp;</p>