Marketing 6.0

CHAPTER 8Multisensory Marketing: Delivering Immersive Experiences for the Five Senses

The Internet has permeated every aspect of our lives, from work to home and everything in between. The pandemic has further exacerbated this, with people being compelled to stay and work from home, blurring the boundaries of working hours. Workers were forced to have more online meetings that were typically more intense and demanding for human cognitive ability.

According to a recent study conducted by Meltwater and We Are Social, the average global daily Internet usage exceeds 6.5 hours across all devices. This figure is closer to 7 hours per day in the United States. On the one hand, this surge in Internet usage has created more opportunities to connect with customers through digital channels. But on the other hand, it has also introduced a troubling phenomenon known as digital fatigue.

Digital fatigue is the physical and mental exhaustion that arises from excessive and prolonged use of Internet‐connected devices. According to a report by Deloitte, one in three people felt overwhelmed with technology and exhibited signs of digital fatigue. This issue is of great concern as it can result in a decline in workplace productivity and potentially lead to more severe mental health problems.

In response to this growing problem, emerging trends have surfaced among younger generations to combat digital fatigue (see Figure 8.1). One such trend is the “digital detox,” where people limit their screen ...