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.
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:
- Customer Care
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!
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.
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.
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.
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.