What are the benefits of Experiential Marketing?

Experiential marketing is defined as a type of advertising designed to allow customers to experience a brand, whether digitally or physically, without first paying for it.

The 2022 digital era is all about in-person events and experiences, and marketers should incorporate these into their campaigns. The global COVID-19 pandemic pushed people to stay at home and in front of their phones. It hastened the adoption of digital systems that provide seamless event management and engagement experiences.

The future of experiential marketing looks bright thanks to digital technologies. Resultantly, immersive technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) play a significant role in today’s experiential marketing scene. And will continue to influence new trends in the years to come.

Benefits of Experiential Marketing

Experiential marketing has an edge over traditional marketing. It breaks through the clutter of advertising that people are bombarded with on a daily basis. Also, it provides something that people want to experience. Some of the advantages of experiential marketing include:

1. It fosters synergies that boost customer loyalty (Forbes, 2018).
2. It encourages audience participation in a variety of situations, including offline, online, and mixed.
3. It fuels Word-of-Mouth marketing.
4. It gets things into the hands of customers immediately.
5. It appeals to the senses, promotes authenticity, and leaves a lasting impression.

Experiential Marketing Trends in 2022

The year 2022 has arrived, and customers will join the new century with fresh perspectives and ideas. Why not ponder on this and follow the trends that your target audience would enjoy? Therefore, here are a few experiential marketing trends to keep you in front of your target audience in 2022.

1. Virtual Experiential Marketing (VEM)

The internet and digital tools are used in virtual experiential marketing (VEM) to generate audio and visual experiences that appeal to a company to its prospects and customers.

14 Examples of Experiential Marketing Campaigns That'll Give You Serious Event Envy

Marketers utilise the internet to create visual and audio tools that help them communicate with their customers. Simple content to AR/VR experiences is among the technologies available.

Importantly, A 6Cs structure for virtual experiential marketing must be followed.

It is as follows:

  • Content
  • Customization
  • Customer Care
  • Communication
  • Community
  • Convenience

However, there is no one-size-fits-all solution. On one hand, some businesses just provide legible information to improve their digital experiences. Short movies, infographics, e-books, manuals, and other sorts of media are used to supplement this.

On the other hand, some companies go all out. They use everything from CRM suites to web-based live chat solutions. Therefore, only you can determine what your company genuinely need in order to provide superior virtual experiences for its customers.

Most importantly, don’t forget to tie these experiences to real-world, offline experiences.

2. Digital Games and Applications

The user experience should always be your primary focus, regardless of the nature of your business or what you’re selling. For a variety of reasons, games are extremely immersive. Therefore, incorporating video games and interactive apps into your events may engage your audience and make them feel at ease.

Marketers can use mini-games in browsers to take advantage of the pure VEM digital experience. So, this is a great place to go into additional detail about your offerings, your history, or your new campaign.

Firstly, the mobile game industry is a great place to start. Furthermore, you can collaborate with a game developer to customise a game for your business. Other special applications can be created to enhance the live event experience.

3. AR and VR

Things are quite immersive with Augmented Reality (AR) and Virtual Reality (VR) technologies. These relatively recent technologies provide us with a new perspective on the world. As a result, they’re an ideal lubricate for businesses to use to create unique, shared, and impactful experiences.

A while ago, IKEA, for example, used augmented reality to create an app called IKEA Place. The app allows you to virtually arrange IKEA objects in your home. Customers could use their phones to make design and purchase selections. How fun does that sound!

IKEA Place, the retailer's first ARKit app, creates lifelike pictures of furniture in your home | TechCrunch

Above all, you may also connect it with your cloud-based e-commerce platform to make it easier to convert leads.

4. Art Installations

Outdoor events are preferred by 44 per cent of consumers, according to a 2020 survey. Customers love to attend outdoor events, so art and brand displays can attract a large audience. Why not take advantage of this in 2022?

By taking images and uploading them on various social media networks, your audience will go nuts. A well-designed art exhibit can help you gain social media traction. You’ll have more interactions and engagement as a result of it. And a lot of people are doing it. This trend, which started a few years ago, is still going strong.Interactive art installation and creatively engaging marketing campaign

Brands don’t need to spend a lot of money on their installations. They can also range from simple storefront graphics to full-fledged street art installations. To assist you to build a visually beautiful experiential art display, you can work with local artists or advertising companies.

5. Miscellaneous

Seminars, Conventions, Video Content, Social Media Contests and Challenges.

Experiential Marketing for Dentists

Dental marketing can be a risky business. Consequently, it is a tough task for a marketer to engage with constituents, educate communities, and promote new goods. Fortunately, when it comes to getting customers (patients) to connect with feelings, emotions, thoughts, and/or meaning in healthcare, doctors and hospitals have a largely untapped edge over consumer and retail brands.

Dental marketers can benefit greatly from experience marketing. Thus, a strategic experiential marketing plan is easier to achieve than you might believe.

Recently, Sensodyne launched a delightful setting in which to discuss oral health. Consumers entertained themselves by playing games and taking photographs. Also, they also had the opportunity to speak with a competent dentist about their sensitive teeth in private.

In addition, some of the ways in which the healthcare industry could adapt to experiential marketing are by sponsoring booths recording ‘get-well-soon’ wishes, interviewing doctors, or just a concise health screening test.

Summing Up

Experiential marketing establishes a company’s reputation while also cultivating long-term brand loyalty. However, can you say the same thing about all the advertising that you’re running?

In conclusion, experiential marketing can alter consumer perceptions, humanise a brand, and foster consumer relationships. Hence, in 2022, an experience technique may be just what the doctor needed if you need to communicate a story or modify attitudes.

What are the most anticipated marketing trends of 2022?

Every year, multiple trends emerge that have the potential to revolutionise the digital marketing landscape. The marketing world did not disappoint in the pandemic and recession of 2021. As far as 2022 is concerned, the trends are predicted to be more revolutionary than ever.

What’s important to remember is that the marketing world operates at the speed of light. Just as fast a trend comes to change the landscape, another one emerges and creates an entirely new outlook.

Keeping up with these changes as a marketer of any level of experience isn’t always easy. However, staying ahead of the curve in the fast-paced marketing world — and maintaining a sense of relevancy with your audience — is critical. This blog aims to discuss some of the potential trends that will persist or emerge in 2022.

Personalisation of Strategy

In 2022, personalisation will be a major factor. Creating personalised advertising that caters to your target demographic will lead to more productive results. But it’s not simply the content that must be perfect. In an oversaturated landscape, ensuring that your audience receives those advertisements at the proper time and place is critical to engagement.

You may generate tailored messaging depending on each demographic if you take the time to learn about the platforms your audience utilises and how they use them.

Even if you’re marketing the same product, it’s not only about adapting your marketing efforts for each social media platform; it’s also about taking into account different geographies and cultural affiliations. Diverse content, delivered at different times and in varied ways can be leveraged to lure consumers scattered all over the world.

Artificial Intelligence in Digital Marketing

Artificial intelligence (AI) advancements have resulted in more intuitive reporting, as well as the automation of typical marketing activities such as site traffic monitoring and search engine optimisation for organic reach.

AI

As AI technology improves, so do its capabilities, which have progressed from automated chores and campaigns to the ability to forecast what customers will want next. It may be able to recommend a specific item or offer, or even personalised marketing.

It is recommended that you use AI to forecast your customer’s next move so that you can provide them with the product or service they require at the exact moment they require it.

Creative and short video marketing tactics

More than 31% of worldwide marketers are investing in short-form video content, with 46% believing the strategy is effective in terms of performance and engagement. And, by 2022, 89% of worldwide marketers expect to maintain or expand their investment in it.

Not only does creating a short-form video require less bandwidth, but it also correlates well with the fast-paced attention spans of internet audiences. This is why TikTok, Reels, and Snapchat have exploded in popularity and marketing interest.

video marketing

They emphasise the importance of basic and short messages or messages that invite us to participate in activities such as learning a new dance, taking part in a challenge, or taking part in surveys and polls.

The best thing about these short videos is that anyone with a smartphone can make one. Examples of content in these short entertaining videos are behind-the-scenes, DIY videos, and actual stories.

Increased privacy-imposed challenge on Advertisements

Digital marketers should plan for greater privacy constraints in 2022, which will change how they track their consumers’ behaviour. New privacy rules have reduced the amount of data used in AI. These include the iOS upgrade and the planned elimination of cookies by Google.

Many marketers and advertisers will have to rethink their strategy as a result of this. It’s the start of a new era of trust and transparency between businesses and their customers. Inform customers about the data you’re collecting and why you’re collecting it. Make it simple and quick to opt out at any time. Also, solely collect the information you require.

If you embrace this new digital marketing strategy, your customer relationships are likely to improve dramatically.

Experiential marketing campaigns can come back

Audiences can enter an immersive experience through experiential marketing initiatives, which can take place in a physical location or via an Augmented Reality (AR) platform. It allows customers to do more than just buy a brand’s products or services; it also allows them to experience the brand.

Experiential Marketing

As public spaces reopen, the plan is gaining popularity, as individuals are more inclined than ever to enrol in these activities. Digitally immersive platforms are becoming more accessible to a broader audience, putting experiential marketing back on the table for 2022.

NFTs and crypto emerge in social media e-commerce

NFTs

Social media platforms like Twitter are attempting to integrate cryptocurrency payments. There is also a growing trend for display tools that highlight in-app NFT purchases. Facebook is currently advocating the usage of NFT display options and avatars.

With NFTs and bitcoin, the focus is on figuring out how to market the brand beyond products and services, and possibly the brand itself and its ethos.

It is anticipated that other businesses will follow suit. Therefore, now is the time to think about how your company can get on board.

Other trends to look at

  1. Conversational marketing will continue to be streamlined by chatbots.
  2. Keyword, video and image SEO leveraged to top search charts remains at high priority.
  3. The use of voice search strategies will continue to be on the radar of SEOs.
  4. Marketers must ensure that their websites are voice-friendly.
  5. Marketers should start looking for business opportunities in apps under Meta.
  6. Influencer marketing will progress from a trendy to a standard marketing strategy.
  7. For developing businesses, inbound marketing will continue to be smart practice.
  8. Turn your attention to storytelling. Businesses should demonstrate how their product or service may help solve a specific problem through anecdotes and customer testimonials.
  9. Leverage LinkedIn and Pinterest marketing.
  10. A dominant social media format will be live content, such as live video broadcasts and audio chat rooms.

Wrapping Up

Every year, we see new and surprising digital trends emerge, laying the groundwork for marketing’s future. Years as tumultuous as 2020 and 2021 have only added to digital marketing’s cap. In fact, the trends in 2022 are expected to be some of the most revolutionary ever.

Contact us at Shaktiki today.