Companies are putting more emphasis on experiential marketing
It’s better to live it than to say it’It’s the right thing to do’the essence of experiential marketing. Instead of selling something to consumers and’trying to convince them to share’a reality or a challenge’a principle, they discover it themselves by living it.
What’what is experiential marketing
Experiential marketing also has greater potential in terms of sales and marketing’It’s also about attractiveness and greater marketing power’It’s a great way to get consumers to share that information. In other words, you don’t need to be done’In other words, it’s much easier for consumers to talk about the brand and what they’re doing’They have just lived on social networks or on the Internet’It’s a more “human” way to interact with friends and acquaintances’they live one of these experiences that s’They simply receive the message as a traditional advertisement. In a market where companies are finding it increasingly difficult to attract customers, experiential marketing has the potential to be a powerful tool’s attention to their consumers, it’is too valuable an asset to pass up.
They don’It is therefore not surprising to discover that experiential marketing is becoming more and more popular and that brands are giving it more and more weight in their budgets, being already crucial in all areas. B2C brands’While CMOs were already using experiential marketing to great effect, B2B brands are also beginning to do so.
B2B market data
In the B2B market, the data is clear: companies are increasingly betting on this type of marketing’action, as a recent study by the’AgencyEA. According to the data obtained, 67% of the marketers of the mountain are using this marketing tool’B2B companies expect to be in business in the next few years’In the next 18 months, experiential marketing budgets will increase, surpassing the data obtained from the survey’previous year.
Ninety-two percent of those surveyed also believe that bringing events and experiences together and giving them weight in sales and marketing will become key to the success of their campaigns, even though’It is still too difficult to prove the ROI of these actions.
Specifically, respondents believe the experiential marketing budget will increase by 24% over the future period analyzed by the’study.
But, as they point out in the findings of the’In this study, the entire mountain was not used’It is not a matter of’oregano. To get results, you n’You don’s use this marketing tool simply because it’It’s trendy and you don’t have to worry about it’You don’t have to get caught up in what others are doing. You need to understand what this will do for the organization’It is important to know who the company is and who the target audience is, in order to describe what is being done’be done.
Not just business
But the truth is that the experiential marketing It’s not only in the corporate market that experiential marketing is growing. In the consumer market, where it has been operating successfully for some time, it is also trending upwards. A British study, the Bellwether Report, found that’IPA, notes that’In the last quarter of 2018, budgets in this area increased overall by 5.5%.
And all of this data is very much in line with what analysts have been pointing out for some time now. A 2017 study has already highlighted the power of experiences: marketers pointed out then that’they s’They were expecting to spend 50% of their marketing budget on advertising’brand experience.
One in three CMOs then indicated that’it would end up allocating between 21 and 50% to experiential actions in certain areas, which will make it possible to reach a public that is more fragmented than ever and more difficult to reach. Ninety percent of the marketing specialists were trained in fire safety’The company believes that these experiences have generated a stronger commitment and connection with the brand.