Experiential Marketing: The Future of Engagement

MyCustomer, the online knowledge portal for thought leading articles on everything customer and marketing centric recently asked us to contribute a piece on Experiential Marketing.

Excerpt Below:

“As experience-savvy generation Y become the account execs of today and cut-budgets mean achieving cut-through is a meaner feat than ever before, the marketing landscape is changing – and experiential is firmly on the horizon.

Experience has become the preferred currency, utilised by brands who create meaningful platforms for engagement with their target audiences and innovative campaigns that stand out from the crowd. Live brand experiences are generating brand advocacy, word of mouth and, in some cases, every marketers dream: brand evangelism. Live brand experiences are simply two-way interactions between a brand and its target audiences that can be equally successful across events as well as many interactive technologies and platforms that facilitate communication between consumers and brands in real time.”

Experiential marketing is the integrated methodology that seamlessly weaves the traditional channels to amplify the reach and impact of these live brand experiences, placed at the core of the campaign creative. PR amplification, the use of video and photos from the experience to produce ad creative, social media, specially set up micro-sites with customised applications, and user generated content can all play instrumental roles in expanding the reach of the live brand experience. And, when carefully planned, work hand-in-hand to form the integrated experiential marketing campaign.

Well-designed experiences are not simply extensions of the product and retail environment brought into the customers world, but are actually added value interactions that are relevant and meaningful to the people with whom they wish to engage. These creative branded activities strategically combine different aspects that communicate the brands unique personality and values.

Read More at http://www.mycustomer.com/topic/customer-experience/why-experiential-future-engagement