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Experiential Marketing: What it is and how can we apply it in a digital strategy


Experiential Marketing: What it is and how can we apply it in a digital strategy

We go back to 1999, when Columbia professor Bernd H. Schmitt first established this concept. Carrying out his branding studies, he discovered that customers are more likely to permanently consume a brand, if they can remember it as a unique or special experience.

To understand the concept of experiential marketing (also known as emotional Iran Phone Number List) it is important to know that it is based on external elements, which create a pleasant perception of the experience linked to the purchase.

This is focused on the client, to offer them a personalized and unique experience with our brand, which allows us to win them over, stimulate them and obtain the engagement we want.

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Experiential Marketing Features
For experiential marketing to be truly effective, we must take into account the following elements:

Senses (sensory marketing): This is essential to attract customers, connect with them and stimulate their senses.
Emotions (emotional marketing): Also related to feelings. And as different studies show, the feelings that a product or brand provokes in you greatly influence the purchase decision. Therefore, it is important to awaken positive feelings towards our brand, product or service.
The customer’s lifestyle (experiential marketing): Also known as performance Betting Email List . With this, we can create experiences linked to the body, its movements and signals.
Thoughts (creative marketing): Customers tend to feel more inclined to choose a brand that provides innovative and functional solutions.
Customer relationships (relationship marketing): it is a reality that we highly value interaction with other people, therefore, this type of marketing aims to provide intense experiences that allow users to connect with each other.
How to relate it to our digital strategy?
As we have already mentioned, the basis of this type of marketing is to generate tangible and unique experiences for consumers. If we are interested in applying it to our digital strategy, we have different ways that I explain below:

UX Design: Currently the most direct way we have to show who we are is through our website or app. It is key that it is differentiated and that it is designed to offer a visual and sound experience to the user.
Live Posting: Getting closer to our public makes us humanize our brand. We can use our social networks to make “directs” on Instagram for example and make them face us, explain who are the people who make all the successes of our brand possible …
Promote the conversation: Let us do everything possible to communicate with our clients and have them have easy access to us, being able to resolve any questions or problems they may have.
Support the most loyal customers and offer them a differential experience. For example, letting them try our latest product, creating an exclusive product for them … The key is to surprise them.
Advantages of including it in our digital strategy
I consider this type of marketing to be much more authentic, since it offers customers unique opportunities to interact with the brand. It allows us to reach the heart of the client and make him fall in love in a less intrusive way. Having more possibility of creating engagement with the client, as I have commented previously.

Here are three examples of campaigns related to experiential marketing and I encourage all of you to take this into account to create your strategies.

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