Experiential marketing trends in 2015

Experiential marketing offers infinite possibilities for creating emotional engagement and dialogue with customers. In fact, there are few limits to what experiential marketing can entail, and the most creative brands are the ones who make a memorable impact on customers.

Though brands seek to find their unique ways to connect with customers, a few trends have emerged in the field of experiential marketing that different brands utilize consistently in their campaigns.

1. The use of technology

Technology is increasingly used to boost the experiences created with the marketing campaigns and to drive engagement in customers. For example, adding an interactive element, such as animated graphics, to your stand is an excellent way to engage your booth visitors. However, technology should not be the centre of the experience. Instead, it should have a complementary role as facilitating the communication between the brand and the consumer. The focus needs to be on the message, not on technology.

2. Going mobile-first

The use of mobile devices has grown rapidly in the past few years. Experiential marketers have also noticed the opportunities that mobile devices provide. Especially optimised, geo-targeted and real-time social content is now gaining ground in experiential marketing. The use of mobile apps in distributing content is also on the rise.

3. Combining digital and social marketing strategies with experiential marketing strategies

As the use of digital technology has increased in experiential marketing, it has become essential to integrate digital and social media marketing strategies with experiential marketing strategies. Digital and experiential strategies strengthen one another and drive each other forward. For example, the creation of social media campaigns out of live campaigns boost the reach and the effect of the whole campaign. For example, LG’s UltraWide festival – a competition for people interested in technology or gaming – cleverly combines digital and social media marketing.

4. Measuring the effect of experiential marketing campaigns

The integration of digital and experiential marketing has also brought the measuring of marketing performance to another level in experiential marketing. Since the line between live and digital experiences have blurred, better tools can be used to measure the performance of face-to-face experiential marketing campaigns. For example, social media engagement from brand mentions and hashtag usage is a good indicator on the success of an experiential marketing campaign. You can even utilize tracking software to gather real-time data on dwell times at experiential marketing events.

Check out these innovative and impressive experiential marketing campaigns of leading brands from Gatorade to IBM.

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