Why should CMOs embrace experiential marketing?

At a time when consumers are bombarded with advertising everywhere they turn, it is perhaps no surprise to learn that they are becoming increasingly bored with looking at the same old content as they engage with digital and social media. In addition to not being particularly enthused by repetitive advertising, consumers are also becoming increasingly adept at either blocking it completely using ad blocker technology or simply overlooking it and scrolling straight past.

It is important to remember however those consumers still crave information. Although attention spans are shortening, they still want to be guided through the purchasing process. So, what is the answer to effective marketing in an age of advertising apathy? We’ve got two words for you: experiential marketing.

What is experiential marketing?

With a focus on immersing consumers with an engaging and memorable live experience, effective experiential marketing will delight, inspire, entertain and inform. When consumers enjoy engaging experiences, they are more likely to actively want to share those experiences with their friends in both online and real-world settings.

One of the most beneficial aspects of experiential marketing is that you can provide your potential customers with the opportunity to build a relationship with your brand and genuinely begin to feel the benefits your business and products or services can bring to their lives.

Why should I give experiential marketing a try?

Your approach to experiential marketing should always be keenly informed by your unique business goals. Working with an experiential marketing agency will help you to shape and implement a powerful strategy that will deliver the best results for your brand. But to give you an idea of some of the results you could generate, here are some of the core benefits your business might experience from following the successful execution of a considered experiential marketing strategy.

Lasting consumer connections

Not only will experiential marketing get people talking about your brand, it does so in ways that prompt emotional connections. Experiences can prompt a variety of emotions and as people engage and participate they will form lasting memories that will stay with them long after the event has ended. It is these memories that will be shared with friends and this is what will both boost your sales over the short-term and forge lasting brand loyalty that will continue to benefit your bottom line.

Data

Effective marketing relies on the collection and analysis of relevant data. Consumers are often willing to exchange an email address or review in exchange for the opportunity to learn about your brand and your product within an engaging and immersive environment.

Remember, unless you can grab their attention immediately, consumers simply aren’t going to click on your ads or be receptive to what you have to say. As attracting and retaining consumer attention becomes more difficult, businesses need to adapt and find new ways to engage with the people they most want to impress.


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