Generating emotions in the target consumer
At Interaction as a digital marketing agency, we know that the digital target consumer expects more than products — they expect communications and advertising campaigns that awaken their senses, stimulate their mind, and make them feel immersed. They look in brands for something more than a product or service: sensations, emotions, thoughts, etc. Consumers can find all this in a brand if they bet on running Experiential Marketing campaigns.
Recent studies talk about the deep hostility of the digital audience to the enormous advertising saturation in the current context. That's why differentiation in marketing campaigns plays a fundamental role.
Faced with this lack of consumer satisfaction with intrusive marketing, more and more brands see experiential marketing or emotional marketing as the lifeline for differentiating themselves in the saturated world of information and digital advertising.
What is experiential marketing?
We're referring to the kind of marketing campaigns capable of generating positive feelings and emotions in the consumer's mind.
The main point of this discipline is clear: the consumer. They are the protagonist, and their benefit is always in mind. Experience as benefit; benefit as transformation.
People like positive experiences, which, without a doubt, are a battleground when it comes to competitiveness among brands and companies.
Experiential marketing strategies
An Experiential Marketing strategy will plan personalized experiences before, during, and after the purchase of a product or service with a clear objective: establish a direct connection between brands and consumers.
This marketing strategy will require market research that captures the ways of thinking, acting, and reacting in the purchasing processes of that segment to which you'll direct those experiences.
Remember that a big part of the new digital society makes purchases based on the sensations and reactions a brand triggers — and the attributes previously associated with it.
Virtual or augmented reality experiences are very useful tools for attracting new consumers and awakening new sensations that connect them to your brand.
Relevance of experiential marketing
The current market demands more and more that advertising communications be increasingly individual, at the expense of mass marketing and advertising. Experiential Marketing has served as a bridge between the old status quo of brands based on mass marketing and the marketing we know today, more and more personalized.
Many advertising agencies are specializing in the development and execution of experiential marketing actions and strategies, knowing firsthand the importance for a customer of being able to experience a brand and awaken feelings around the products it offers.
The work ahead of experts in digital and now experiential marketing at digital marketing agencies is to guarantee experiences at every point of contact between consumer and brand: promotional marketing, point of sale, events, guerrilla marketing, interactive, viral, mobile marketing, customer service, public relations, etc.
This will be the path for corporations to sustain their brands.
