Customers today have more tools readily available to help make informed purchases than ever before. Through digital marketing, we saw businesses first attempts at reaching consumers through these new avenues and for the most part, it has been the most successful platform for marketing we have ever seen.
However, a problem has risen in the digital marketing landscape. In a world where every person has a megaphone of more or less is the same size, it’s difficult for businesses to cut through all the noise and have their message heard. Even when businesses are successful at this they still need to differentiate themselves from the rest of the competition.
So what is a business to do in the saturated digital marketplace? Come back to reality.
While digital marketing is a tremendously powerful tool that reaches millions of connected consumers each day, the one thing it can’t do—at least not efficiently—is meet the consumer face to face and create a physically experience for their brand’s product or service. Here’s where experiential marketing comes into play.
This marketing vertical focuses on creating events or venues where consumers can come and interact with the company one on one. Some of these campaigns pop up at trade shows or in your local mall, others are long standing like Samsung’s when they put an “Experience Shop” inside of nearly every Best Buy in the US. However, regardless of the size and scale of an experience marketing campaign, the results can’t be ignored.
A recent study by Breeze People showed that 50 percent of consumers that participated in an experience marketing event purchased the sponsored product afterwards. And the numbers don’t stop there:
- 93 percent of consumers gave their email information for coupons and advertising
- 80 percent of consumers said experiential marketing was most valuable in making informed purchases
- 98 percent of consumers spoke positively of the experience afterwards and two-thirds of those consumers mentioned the brand by name
Furthermore, industry leaders are leveraging the digital marketing tools at their disposal to help bolster their events. Recent research by Hubspot shows the symbiosis of the two verticles, as their report found that 80 percent of respondents used social media to reach more people for their experiential marketing event.
If your marketing department has hit a plateau with digital marketing, it might be time to dabble in experiential marketing.