6 TRENDS LEADING THE EXPERIENTIAL MARKETING EVOLUTION
THE WEEKLY BOOST ISSUE 09
EXPERIENTIAL: THE POSITIVE END TO END EXPERIENCE
Consumer behavior is changing.
Over the past decade consumers have been gravitating toward brands who give them the 'strongest' brand experiences. The marketing and advertising industry have finally began to shift their perceptions about experiential marketing. They've finally realized it's importance, and it is increasingly leading their campaigns.
Through the incorporation of the digital, interactive and social elements, they have broadened the reach of their campaigns, and can now track engagement and deliver tangible ROI.
YOU HAVE TO EARN THE RIGHT TO BE APART OF YOUR AUDIENCE'S CONVERSATION
Experiential is no longer about a one-off brand building experience, it's about the brand experience at multiple touch points. But where is it going and how can brands use it effectively?
1. MAKE IT PERSONAL
We can use data to tailor unique experiences, and as our capabilities to social listen and collect data grows, brands can understand real-time trends and respond accordingly.
2. CREATE MEMORIES
Consumer demand if shifting towards memorable experiences as millennials continue to spend less on physical things. Brands should adapt to this shift by turning to experiential marketing to create unique and memorable experiences.
3. A SENSORY EXPERIENCE
Brands can integrate and place products into immersive experiences, like augmented reality, allowing them to make audiences feel more connected and so increase the likelihood of purchase.
They offer a one-off exclusive opportunity to engage with the latest products or their favourite influencer. This creates a lasting connection between the brand and consumer that isn’t always possible with traditional or digital ads
5. GO LIVE
Creating and curating content from an event can become an effective platform for promotion. Liveatreaming gives fans who aren't able to attend your event with the opportunity to engage.
6. BE AUTHENTIC
People care more about brand values than ever before, so marketers must inject authenticity and meaning into their campaigns. Brands that consider why an experience is relevant to the consumer will create more memorable, engaging experiences.
Leading brands are using the data they collect, both from online sources and personal interactions, to target their customers more accurately and drive conversions. The primary way they are able to do that is through experiential marketing and social network follow up, combining multi-sensory messaging, truly open-ended dialogs, user generated content and personalized experiences.
Progressive brands are benefiting from these evolving trends and the future belongs to the companies that experiment with them most.