When digital marketing first hit the scene in the U.S., few agencies knew what to do with it. TV was king and digital was the Wild West. For a few short years, while the advertising industry was figuring out how to bridge the gap between traditional and digital media, the world of marketing became a clutter of TV campaigns tagged at the end with a useless hashtag.
Today—still costly as ever—traditional media is reserved for the Fortune 100 companies. Digital is for everyone. And there’s a new player on the scene: experiential marketing. (Actually, it’s not really new…more like improved. More on that later.)
As much as traditional advertising agencies like to separate digital into digital, traditional into traditional, and—well, honestly, traditional agencies don’t have a clue how to do experiential marketing. With technology like virtual reality developing faster than ever before, the line between meeting your consumer online and in-person is blurring.
But what about experiential marketing? It’s the real-life interactions that are the next frontier. We call it experiential marketing. And it’s bringing digital along with it. Yet so few advertising agencies in the United States know what to do with experiential marketing. As a result, traditional advertising agencies in the U.S. are doing their clients a disservice. In fact, the United States is way behind on the eight ball. Other regions—Europe, Canada, Asia—they’ve been on the experiential bandwagon for quite some time.
But first, a look at digital.
If you’re reading this, you’ve probably at least dabbled in digital marketing. At best, you have an integrated digital strategy. Social media, email, search. We’re all buying a piece of the same real estate to get in front of people’s eyeballs. A quick search for the keywords you’re bidding for in AdWords, and it’s clear there’s no shortage of competition in your space. So, what can you do to break through the crowded landscape that is digital?
Create an in-person experience and amplify it with digital.
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- Social Media Photobooth
- A vending machine that dispenses a prize if you cheer the loudest
- RFI bracelets
- Snapchat filters on the jumbo screen
- Facebook Live stream, like the one we did for our annual XM campaign, Molestice
- Instagram Story
- Drones and 360 video
- Virtual Reality
- Unique event hashtag
A Note About Virtual Reality
VR. It’s here and it is amazing, scary, and beautiful all at the same time. The possibilities are endless to create an unforgettable experience for your consumer. The best way to utilize VR is to create a customized experience that’s fun and reinforces your brand message. More brands should be taking advantage of VR, but, again, few traditional advertising agencies have the know-how to pull it off. That’s where we come in.Truth is, you want to successfully market in today’s reality, your advertising strategy should look like this:
An ongoing experiential marketing strategy that uses value-adding digital/technological integrations to improve your target consumer’s in-person experience with your brand, while boosting your digital footprint.
The reality is this: Digital and experiential marketing are converging. Have you gotten on board yet? Contact us to discuss the possibilities with experiential marketing.