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A Brand Experience Agency / agencyea.com
THE VALUE OF
EXPERIENTIAL MARKETING
Traditional marketing approaches are losing t...
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The Value of Experiential Marketing

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The channels for advertisement delivery are more abundant than ever, which has led to ad bombardment from brands and subsequently, ad avoidance by audiences. The power of one-sided, mass advertising is waning in the era of customization. So how are marketers reaching their audience?

Experiential marketing.


The increasingly popular tactic enables customers to engage with brands in an authentic and memorable way. The immersive, multisensory nature of a live interaction also builds a strong and emotional connection between brands and audiences, transforming customers into powerful, long-term brand advocates. Not only that, live experiences can be invaluable opportunities for content generation and data collection, leading to informed and successful future campaigns.

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The Value of Experiential Marketing

  1. 1. A Brand Experience Agency / agencyea.com THE VALUE OF EXPERIENTIAL MARKETING Traditional marketing approaches are losing their potency, but experiential marketing continues to grow in popularity and effectiveness. Discover why brands are turning to live interactions to engage their audience. AFTER AN EXPERIENCE Consumers have a more positive perception of a brand, product or service Consumers are more inclined to purchase Marketers see direct sales boost from Experiential Marketing MEASURING RESULTS Effectiveness ratings for B2B tactics IN-PERSON MARKETING IS RATED #1 MOST EFFECTIVE TACTIC IN THE B-2-B SECTOR 75% IN- PERSON EVENTS 66% WEBINARS/WEBCASTS 65% CASE STUDIES 63% WHITE PAPERS 62% VIDEOS 59% BLOGS SPREADING THE WORD Those who undergo a live brand experience tell an average of about that positive experience 17 OTHER PEOPLE IN 2017 Brands are forecasting an increase of roughly 11% in their event and experiential marketing budget 60% of marketers are planning increased spending on event and experiential marketing Event and experiential marketing represents 21% of corporate marketing budgets for B2B brands WHAT’S TRENDING $BILLION $0 $200 $400 $600 $800 Growth of Spending on Brand Activation Marketing* in the U.S. 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 $743 $562 $437 *Defined as the convergence of media platforms and channels to shape the way consumers experience brands by employing actionable marketer insights and strategies to bring a brand to life. Sources: 2017 EXPERIENTIAL MARKETING SPENDING FORECAST; The U.S. Brand Activation Marketing Forecast 2016; Experiential Marketing: A practical guide to interactive brand experiences, S. Smilansky, 2009; 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs; EventTrack 2015 survey

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