How to bring positive transformations in the field of experiential marketing
Marketing has been shifting its focus from product/services to consumers over the year. As a result, Instead of telling about the product, companies develop creative ways for consumers to experience what companies can offer. This strategy was so impactful that it evolved into a separate domain of “experiential marketing”. To quantify this impact and to make it more diverse, marketers are adopting various techniques. In this article, we’ll be discussing all such methods that are bringing positive transformations in the field of experiential marketing-
Experiential marketers are looking for newer ways of tracking the ROI of their campaigns. Measuring the metrics of experiential marketing has not been easy and is likely to present more challenges. So the focus has shifted on creating an activation experience that drives realised revenues.
Financially aligned experiential marketing experience will not only be feasible for measurement but it will also open newer revenue streams.
Omnichannel streaming is a new need for marketing. While classic channels such as email are likely to remain relevant, the ever-evolving social media is going to make the marketing more diversified. Depending on the type of target audience, one channel might be more important than the other. But it’s no longer a safe option to completely ignore a given platform.
Demographics of a given social media platforms may change over a given period.
For instance, as the users of facebook are ageing with their changing priorities, marketers will strategies their plan accordingly.
While “digital” was a popular buzzword quite a few years ago, “digital privacy” is the new hot topic that has become the centre of debate in recent times. The digital shift of the audience has brought a need for caution along with ease. As the rules of privacy standards are getting more stringent with time, experiential marketing has found new challenges to face. The impact of Europe’s GDPR compliance is already visible and other markets are also expected to follow similar suit. Because of these changes, the art of experiential marketing will reinvent itself in a way that it becomes more promising, thereby, channelising audience towards further actions. A good experiential marketing campaign is singularly the best way to persuade the audience towards data opt-in stage.
In these times on “big data”, the focus should rather be on great data. This helps in carrying out a targeted marketing campaign: which carries the right message to the right audience at the right time and above all, in a personalised way. Personalisation is the key! Both online and offline event marketing campaigns are evolving to become more uniquely experiential, as the preferences vary from person to person. Higher level of personalised engagement can be achieved by identifying individual needs and technologies like AI and RFIP are contributing towards the same.
It is not easy to engage the audience for a long time these days, thanks to the average attention span which is on a steep decline. One good way to tackle this issue is to identify the hotspots that are going to make a bigger impact. These are those “wow” moments that make experiential marketing what it is. So finding these wow moments and their amplification makes the marketing more experiential as it becomes easier for the audience to connect with the company and its vision.
Most of the marketing campaigns in event industry are heavily influenced by experiential marketing. In order to make their overall marketing campaign more sound and successful, event organisers bring about the above-mentioned changed in their strategy. On one hand, it will help them to make their campaign more experiential. At the same time, it will give a clearer view to gauge the campaign’s effectiveness.