Consumers are no longer excited by traditional commercials, including display ads, banner ads, and native ads. In fact, these ads are causing a pandemic known as “ad fatigue” and symptoms range from disinterest, boredom, and more. The problem is worsening.
Around 81 percent of consumers say that the many commercials they encounter online make them feel exhausted, while 67 percent consider digital adverts as irrelevant. So this explains why a large number of people activate an adblocker when surfing the web.
Now, what is the option for marketers? Traditional ads are no longer bringing the much-needed results, but competent marketers understand that marketing is the cornerstone of any successful business model. It allows you to achieve project goals and reach more customers. This is why experiential marketing is a must in today’s business world – it is certainly a reliable alternative to the boring conventional commercials, say experts at iDEKO.
What does Experiential Marketing Entail?
Every marketer has his or her own definition of experiential marketing. This form of marketing is also known as “engagement” or “live” marketing, and acts as a tool that urges the consumer to participate in an activity organized by your brand. Those activities may seem like random occurrences, but they are prudently organized events to steer brand awareness and provide relevant information about your company to the target audience.
Why is Experiential Marketing Important?
1. It Enhances Customer Engagement
In addition to attending events and gatherings, people draw pleasure in boasting to others. One of the most important outcomes of experiential marketing campaign is the improvement in customer engagement. A cutting-edge strategy can inspire the desire for posting on leading social networks like Facebook and Instagram: if you deliver what people are expecting, they will share their experiences on their social media accounts. As a result, you can strengthen your global social media marketing presence with little to no investment.
2. It Helps You to Establish Meaningful Relationships
Experiential marketing offers a platform for consumers to interact with your company’s staff. They get an opportunity to meet the people who work behind the scenes to deliver a product they love. This humanizes your company and elevates the relationship between customers and the brand.
3. You will Cultivate Brand Affinity
There are many competing brands out there, and consumers effortlessly move from one brand to another, so you must invent a strategy for maintaining them long enough to convert them into loyal customers. Delivering authentic interaction during a campaign is an ideal strategy for ensuring customer retention. Experiential events offer a chance for your customers to gather more firsthand information about you and try out your products for free. This allows your brand affinity to grow steadily and lead to better sales.
4. You can get More Consumer Data in the Moment
Knowledge is an integral part of any kind of marketing. This is why most businesses invest time and resources in the collection, analysis, and interpretation of consumer data. Brands require data about their potential clients to figure out the means of reaching them more efficiently. Data helps product developers to identify products that most consumers like. Business leaders, on the other hand, use it to make critical company’s decisions.
Actionable Experiential Marketing Tips
If done the right way, experiential marketing campaigns can offer great returns on your investment. Below are a few tips to help you create unforgettable experiences.
- Determine what your customers expect from your brand. This way, you will come up with experiences that suit the needs of both new and current customers.
- Organize your campaigns in phases for more impressive results. Find good project management software to accomplish this task.
- Gather details from consumers at engagement events, including names, cell phone numbers, occupation, email addresses, and much more. This data will help you know more about your target customers, so you can tailor your future marketing efforts to their needs and interests.
- Take advantage of your official social media accounts and website to market your engagement events. Study your audience and use localization marketing by engaging with them in translated content.
Now that consumers have decided conventional ads no longer work for them anymore, it is important for marketers to be innovative and provide something that offers real value. To achieve this, marketers need to invest in experiential marketing. This form of marketing will help you teach your customers about your offerings, improve consumer engagement, and enhance brand visibility.
By Anda Warner. Anda is an experienced digital marketing specialist with a demonstrated history of working in the marketing and advertising industry. She’s currently helping probleme.me with their inbound marketing strategies.