Why experiential marketing can boost brand engagement

The concept of experiential marketing has become extremely common particularly in the contemporary world.  The increased use of social media platforms for marketing has promoted brands, allowing the activation of new consumers and users every day. The capability to share information about a product or service with the simple click of a button has become a fundamental and central marketing technique for organizations.

As competition increases between similar and emerging brands, it is imperative to implement a cross-media system that creates strategic campaigns, instead of solely focusing on encouraging brand awareness through social media or digital platforms.

Implementing a cross-media system

A cross media system involves creating a brand engagement system that facilitates the intersection of both digital and physical platforms for brand activation. The amalgamation of both platforms creates vital opportunities for organizations and emerging businesses. The digital platforms, which include elements of social media marketing, works well because organizations are able to reach target audiences beyond the boundaries of traditional social and mobile communications. On the other hand, the physical platform encourages a call to action in a traditional manner, in ways that encourage active conversations and discussions that encourage brand loyalty.

The customary methods of brand activation and promotions such as newspaper and television advertising have experienced a decline in reaching its audiences as the years have passed on. Similarly, as digital and social media platforms continue to increase in popularity and become the norm, the saturation point for these platforms is getting to an all-time high. This means that Facebook and Twitter posts are reaching less people every day as social media marketing becomes the norm. In this regard, in order to avoid losing audiences, it essential to combine both digital and traditional elements of marketing to ensure success.

Ultimately, the most successful brands use a combination of cross-media systems of advertising, as well as experiential marketing. Experiential marketing basically refers to face-to-face communications between brands and their consumers. Because people are intrinsically social beings, the concept of allowing audiences to completely immerse themselves in a service or product offered can completely change the game for most, if not all businesses.

Experiential marketing encompasses the procedures of allowing consumers to actively participate in brand activation, which might include actively engaging the consumers in conversations to explain the product or allowing the audiences to touch and connect with said products on a personal level.

Establishing strong, personal connections with audiences has the capacity to increase a brand’s annual revenue greatly. For instance, an experiential occurrence might include engaging with customers by creating immersive and unforgettable experiences aimed at influencing the customer. These immersive brand engagement experiences could include: parties, open days, as well as offering free services aimed at allowing the client to enjoy the perks of the brand.

Experiential marketing is successful in many levels to intensify a brand’s engagement. It not only permits the spreading of information concerning a particular brand, it also aids customers to gain a deeper understanding of the company and the services presented. In this way, the experience garnered creates brand loyalty and it allows any business to derive further commercial benefits from the face-to-face experiences and relationships developed with clients.


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