Is Experimental Marketing That Great?

Experiential marketing is about connecting consumers with brands through live face to face experiences, creating personal and relevant memories. For what used to be an afterthought, experiential marketing is swiftly becoming a key tactic in many advertising campaigns. To help you see the big picture, I put together what to expect from EXPERIMENTAL MARKETING:

1: Big Data vs. Real Data

This is about real conversations and meaningful impressions you can count on and it looks like it produces smaller numbers, but it’s about quality over quantity, to get?authentic?numbers. Half a million people could read a newspaper, but does that mean half a million people read the advert inside? No. Traditional has a larger potential reach but experiential gives a realistic impression count based on direct engagements.

2: Gen-Z Will Continue to Demand Experiential

Gen-Z’s consumer spending will top over 100-billion dollars next few years, and as a result, they are a huge target for brands, because they have seen it all, they live in the moment and they are far more impulsive than any other age group. On the other hand, millennials are more inclined to become part of a brand if they have that face-to-face interaction.

3: Increased Experiential Integration

Nowadays we see more experiential and PR companies collaborating to create awareness, especially with the evolution of technology and social media. Experiential companies will longer be invited to the party, they are organizing the party. It’s a new phase of marketing unlocking the innovativeness in people.

4: Experiential Will Become a New Form of Market Research

Judging from my own experiences and the way the industry is progressing, I believe experiential marketing is the new form of market research. This is derived from the point where a consumer is right in front of your brand ambassadors, gathering more information in the midst of engagement.

One of the reasons why this will be a key trend for marketing is because brand ambassadors will be able to collect data during an existing experiential campaign and that is incredibly affordable in comparison to traditional research methods.

5 Evolving Experiential Technology

The increase in marketing function integration will rely on using the right technology. And as new technology evolves, exciting and innovative experiential opportunities will follow suit.

6 Experiential Marketing Will Consolidate Its Identity

Forget all the trend words Buzz marketing, engagement marketing etc, guerrilla marketing is the terminology that was adopted by the new marketing gurus. But this kind of consolidation only happens when experiential itself finally becomes recognized as the most effective and affordable tactic on a person-to-person level out there and this recognition is reflected in the experiential share of marketing dollar allocation.

If you want to learn more about guerilla marketing click here

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