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Guest Column: Brands shifting focus to experiential mktg to ramp up engagement

05-July-2014
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Guest Column: Brands shifting focus to experiential mktg to ramp up engagement

Experiential marketing is on the rise, and marketers of all types of brands and products are trying their best to connect with their consumers in person and also digitally through Tweets, YouTube videos, Instagram, etc. Marketers and brand managers seem to have shifted their prime focus on building consumer experiences through their marketing efforts.

They are encouraging consumers to share their personal experiences with the brand during certain activities, concerts, speaking sessions, followed by their overall brand experiences. Engaging with audiences beyond physical experiences is what the marketers of this era are looking at. Therefore, they are, through their experiential marketing efforts, targeting, attracting and leveraging as many consumers as possible.

But then, what a brand does to build excitement, drive eagerness and generate traffic reflects in the experience it gives to its audience in the digital space.

Nowadays, what brands do matters a lot more than what they say.

We now live in the digital age where we have an immense number of virtual communities, not ignoring the fact that brands do rely on social media for interacting and engaging with their consumers. But with the need of the hour being breaking through the online marketing clutter, brands need to think beyond the social landscape. They now need to create an online-offline connect by providing with memorable experiences to their consumers.

If thoughtfully planned and strategically executed, experiential marketing has a great potential to improve brand performance and value by producing exciting experiences for consumers leading them to share it on social platforms.

So, in order to amplify a brand’s online presence and create a digital impact with experiential marketing, companies need to make sure their digital strategy ensures these points:

Interaction
Do ensure that the quality of the interaction you do with your consumers is not compromised because an experience has a far greater impact as it motivates people to take action. If the interaction is good, then they build relationship with the brand further sharing it online.

Building Relationships
Experiential marketing not just delivers greater responses or impressions, but leads to building deeper relationships with consumers making them feel the connection with the brands. This relationship building mechanism leads to establishing brand advocacy for the brand through online and word of mouth communication.

Breaking the clutter
As the clutter factor is increasing in the digital marketplace, a lot of consumers are becoming resistant to this clutter and are not ready to take this flood of messages. But with experiential marketing, consumers will not just see, but feel and remember your brand message for a very long time. So, brands can break the clutter by offering an experience to their consumers and increasing awareness for their brand.

Customers – Targeting the right ones
Targeting the right consumers for experiential marketing is the key. As this marketing technique appeals to those ready to take risks and try out new things and learn too. The right consumer will experience the brand, understand its message and walk away with an intention to purchase or at least share about it online.

There is no doubt about the impact that experiential marketing can have on consumers and their purchase behaviour. Brands that are ready to take up experiential marketing are sure to increase awareness, build loyalty and boost sales for their brand.

Tags Windchimes Communications Brands Experiential marketing

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