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?
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.
A Brand Experience Agency / agencyea.com
THE VALUE OF
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
a more positive
a brand, product
purchase Marketers see
Effectiveness ratings for B2B tactics
TACTIC IN THE
75% IN- PERSON EVENTS
65% CASE STUDIES
63% WHITE PAPERS
SPREADING THE WORD
Those who undergo a live brand
experience tell an average of
about that positive experience
17 OTHER PEOPLE
Brands are forecasting
an increase of roughly
11% in their event
60% of marketers
are planning increased
spending on event and
Event and experiential
21% of corporate
for B2B brands
Growth of Spending on Brand Activation Marketing* in the U.S.
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
*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