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.

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