Abstract:
The proposed Final Year Project is the research of the efficacy of sensory marketing in online advertising, May will research the campaigns of Enlunsy Cosmetics on Facebook and Instagram, and the strategic focus of the analysis will be the impact of sensory aspects on clickthrough rates and engagement of the consumers. As the digital marketing world is changing fast, brands are always experimenting with new forms of attracting consumer interest and encouraging them to connect with the brand. Sensory marketing, the art of engaging the senses of the consumer via visual, audio and text messages, has proved to be an effective mean, particularly in Facebook and Instagram where the visual storytelling takes over. This paper is research done to examine how sensory marketing influences the clickthrough rates (CTR) of social media ads using Enlunsy Cosmetics as a sample case. The study utilized a quantitative methodology, which implies that several ad campaigns of Enlunsy Cosmetics were used to collect data on their performance and analyze it. The reach, impressions, CTR, and engagement rates were among the metrics to compare the ads of different levels of sensory elements. There was also the use of surveys and responses of a specific sample audience to aid in the interpretation of data. It was found that the advertisements with powerful sensory stimuli, such as bright imagery, wording that stimulates the senses of touch or smell, and immersive video ad formats, were generating considerably higher CTR in comparison to regular posts promoting products. The use of emotionally charged captions and the maintenance of aesthetic themes also led to greater interaction by the users. The present study can infer that sensory marketing is very useful in boosting the performance of social media advertisements, as it creates more curiosity, emotional appeal, and, eventually, higher clickthrough rates in users. These findings can be used to imply that digital advertisements ought to lean towards a sensory appeal in ads, especially those belonging to the beauty and lifestyle segment, to get the most out of engagement and conversion. In the case of Enlunsy, the study offers evidence-based findings to optimise future advertisement campaigns and enhance brand establishment in the virtual world.
