Successful experiential marketing looks a lot like a successful omnichannel consumer journey strategy: all interactions between consumers and the brand are consistent. That means the right message to the right person, at the right time.
Consumers don't see channels—they simply have relationships with brands. It's up to brands to deliver on that. To wow consumers, many companies are realizing they must take their omnichannel strategy to the next level. That includes a targeted, savvy experience both online and offline.
In their report on omnichannel customer engagement, Deloitte explains it best:
“For example, when a customer customizes, builds, and prices-out a small SUV on the OEM Tier-1 website and later visits a dealer website to search inventory, ensure the experiences are consistent and connected. The prior vehicle configuration from the Tier-1 site should inform what the dealer site shows: the current offer on that SUV, available inventory, and customer reviews. Each part of the digital ecosystem, from OEM web and social channels to dealer channels and third-parties, should be connected, and the content should be orchestrated to work together to move customers through the process and build confidence and consideration for their purchase.”
Transforming your experiential marketing strategy doesn’t require you to unplug all that you’re doing now and start over. Instead, it’s a complementary strategy that works alongside your existing marketing processes—sharing resources, data, tools and technologies with them.
What Does Successful Experiential Marketing Look Like?
Going back the Forrester-backed framework we used to define why experiential is hard to run and manage, here is what we found they do to succeed:
|Maturity Criteria||Maturity level
|Strategy and Organizational Structure||
|Targeting for Engagement||
|Measurement and Attribution||
|Budgets and Resources||
|Project Management and Execution||
As a result, brands can deliver the right message, to the right person, at the right time, every time.
According to Forrester, “Omnichannel customers are significantly more valuable and more profitable compared to single channel customers.”
But beyond the numbers, there are some other benefits you can expect by evolving your experiential marketing efforts.
Just like most digital transformation efforts, there is no silver bullet for success. But if you understand the value digitally transforming your face-to-face experiences can bring, and invest in preparing your company for change, you'll be rewarded with big wins.
Find out how the most progressive brands will plan, run, measure and scale their experiential marketing efforts in 2020 with the Definitive Guide to Experiential Marketing.
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