The digital age has made it so that marketing for an extensive campaign is nearly impossible without a social media and general online presence. Yet, experiential marketing, which calls for a physical connection between the brand and potential consumers, has seen a significant growth in recent years. The combination of physical engagement and digital promotion makes it clear that people still have a strong desire for offline engagement. Therefore, the strongest marketing strategies have become those which successfully apply both digital and experiential approaches.
It is not terribly difficult to push a brand or event online if you have the resources. This means that the pressure to be different and stand out is substantial. Media is simply no longer enough, and neither is awareness. Brands have to create more tangible relationships with their consumers, the old-fashioned way, so-to-speak, which is somewhat ironic in the digital age. Despite the swift spread of all things digital, people connect more profoundly with a brand the same way they connect best with one another: in person.
Ultimately, this leads to improved engagement, and thus sales. Studies have shown that experiential marketing campaigns, or the implementation of experiential marketing into general campaigns is an improvement upon current, standard approaches to marketing in terms of profit, not merely awareness. As a result of research and experience, brands have moved forward with this approach in a noticeable way, creatively forming and improving upon consumer relations. These relationships return a profit consisting of both new buyers and the loyal base; previous consumers pass on their experiences to the new via social media, therefore the experiential approach also furthers the digital reach.
Being bombarded by media promotions has left consumers feeling like just another faceless number on the bottom line. They are more likely to take notice when a brand reaches out to engage them in person. Experiential marketing is the personal touch.