Embracing The Shift to Experiential Marketing in the Digital World

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  • on September 5, 2018

Staying relevant and in front of the consumer is so obvious to a brand strategy that is it easily done, right? Well, if you play your cards right, it can be. However, in today’s digital and connected world, sometimes it takes more than a simple strategy to keep a brand’s success on-going. And this is where experiential marketing steps in.

An innovative concept that forges closer ties between brands and consumers, experiential marketing is a highly effective way of capturing and retaining consumer interest which makes way for better customer experiences too, giving brands and marketing leaders ample reasons to embrace the shift to adopting experiential marketing tactics.

It’s All About Better Experiences

The goal of experiential marketing is to create lasting impressions on consumers that they want to share with others that ultimately lead to brand loyalty. It is not purely advertising a product, you are letting consumers see and feel what their lives would be like with it. In other words, you are creating an association between your brand and those positive vibes.

“Whether you are looking to entice immediate sales, increase your awareness, improve customer favorability or perception, rank higher on satisfaction scores or generate new leads, experiential marketing can address a specific challenge or drive overall marketing goals.”

Unlike advertising, experiential cannot be broken down into formatted executions like print or radio. Unfortunately, experiential is a little more complex than that. For a lack of a better definition, experiential marketing is like an art of expressing a brand’s purpose and proposition through a form of real-world consumer interaction.

Building Lasting Connections With Consumers

Many of the largest brands from American Express to the NFL have already begun building lasting connections with their consumers through experiential marketing, and the best strategies are those that extend beyond shopping.

For example, American Express’s AI tennis game at the 2017 U.S. Open was a huge success. This game allowed eventgoers to enhance their experience while associating American Express with something besides tickets and souvenir purchases. When brands are looking for innovative ways to build a deeper connection with their clients, it is vitally important for all brands to build an emotional connection in order to maintain a long-term relationship with consumers – whether it be through an interactive game at the US Open or photos at an event with social-sharing opportunities.

“Experiential marketing has the ability to transform and elevate the connections that brands build with their consumers, and that’s becoming increasingly important as consumers demand more personalization. With the benefits mentioned above and the many more that experiential marketing offers, it won’t be long before every industry catches up.” Forbes writes.

We live with information overload every day; there is so much noise and channel proliferation in the advertising space. Creating experiences is a way to break through that clutter and really stand out. When done right, experiential marketing creates a lasting memory, not just an impression, that will be recalled, and more importantly felt, for years whenever a participant sees your brand name, all the more reason for you to embrace experiential in your strategic initiatives.

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Jenny Schecher is a Client Services Director & Social Media Manager at The Millennium Alliance. Jenny is an avid contributor to our blog, Digital Diary, as well as all social media platforms. When she is not writing about digital transformation and technology, she is working with her team to make visions come to life at our events. (and eating all of NYC's best food.) Follow her on Instagram: @jennyschecs or find her on LinkedIn!

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