Opinion: Why experiential activity is key for brand engagement
Jon Carson, partner at Immerse, explores why more brands are creating experiential campaigns to engage potential customers.
Jon Carson
Emerging technologies are rapidly reshaping the way consumers interact with brands.
With an increase in consumers’ cravings for realness and new experiences, brands are becoming more focused on the customer experience and are engaged in continuous innovation to provide this.
Consumers hunger for new products with enhanced features, and now they expect more engagement from brands with relevant offers. Therefore, marketers need to think outside the box and develop deeper insights on what motivates their audience to achieve this.
Whilst experiential has always been able to deliver powerful brand experiences, in the past an issue has been reach – with campaigns ‘touching’ relatively few people. However digital and social media channels are unlocking the full potential of experiential marketing by extending this reach exponentially.
Creating a digitally interactive experience that educates, entertains and engages an audience will provide the opportunity to create real interactions with consumers, and that’s the real value of experiential marketing campaigns.
The lines separating the mix of marketing platforms are becoming less defined, each being used as a supporting platform for the other. As they each bring their individual and defining strengths, this can only be a good thing.
PR is absolutely no exception, and it’s now more and more the case that experiential agencies are being asked to work in collaboration with a brand’s PR agency, to create impressive and news worthy campaigns, events and product launches.
Immerse has published a white paper examining the effect of experiential campaigns, which can be read here
