How do you differentiate your marketing from the competition and deliver a unique, powerful experience for your consumers? One of the most unique and impactful ways to achieve this differentiation is to employ experiential marketing technology. What specifically is experiential marketing technology? Experiential technology is any type of technology that interacts with a consumer to improve the user experience or brand awareness. Some specific examples of experiential marketing technology include interactive displays and holograms, VR and AR experiences, and branded phone games. While we all have seen some form of this type of technology, managers may still wonder what are the benefits. Here are just a few reasons why every company should consider experiential marketing technology.
Arguably the most important benefit of experiential marketing technology is the ability to create an emotional bond with potential clients. Regardless of how creative a marketing department is, it can be difficult to connect with a customer on an emotional level with simple wording. Experiential technology can transport viewers to different worlds, interact with a user, create a fun and engaging atmosphere, and respond to a user’s preferences based upon several different factors. These features will help any brand to create an emotional experience for the user. By creating an emotional bond to a product or brand, people will equate positive experiences with that brand which will result in a customer being more willing to buy a product or service.
Think about your last road trip. Whether it was for 1,000 miles or just 10, you passed several billboards on the side of the road. How many do you remember? Traditional marketing messages such as these have limited effect because they can’t get the potential customer’s attention or provide much detail. Imagine the same advertisements but on an experiential display system. Instead of showing a simple static message, the screen is triggered by a passing individual and the messaging begins to interact with the user. Words, colors, and images can change based on someone’s movements. Now your messaging will definitely get anyone’s attention!
Customers are inundated with ads that only present information but don’t allow viewers to interact with the content. The reason behind this lack of interaction has been the marketing channels’ limitations. Experiential marketing technology allows for potential customers to immediately interact with brands regardless of what avenue they are using. Interactive displays can collect information as users interact by touching and speaking to the screens. VR and AR both allow consumers to make decisions and make purchases directly in the platform, and branded games change based on the user’s decisions and actions. By allowing the user to interact with the technology, potential customers will flock to marketing content instead of trying to avoid it.
Image Source: L'Oreal Paris Intelligent Color Experience
Without analytics, companies cannot make informed decisions. Marketing efforts such as television and billboard ads could provide simple analytics such as how many people viewed their ads. The next generation of marketing, Facebook and Google ads, can show managers how many people saw an ad along with how many people clicked the messaging. While these analytics are valuable, they are not as detailed as the analytics that experiential marketing technology can collect. VR and AR experiences can precisely track what decisions a user makes, interactive displays can track when and how long a user interacts with your message, and branded games can track how many downloads, how often a customer uses the app, and what decisions they make. Every type of experiential marketing technology can collect valuable analytics, or “should” collect the data, if properly implemented.
One size does not fit all. This phrase has never been more true than when it applies to marketing. Some companies excel at email marketing because their valuable proposition is easy to understand in just a few words. Other companies can leverage video channels effectively because their products are aesthetically pleasing. Managers know that they must adapt their messaging and marketing placement to drive sales and conversions. Experiential marketing technology allows companies to be effective because the technology allows for this type of adaptability. Virtual reality experiences aren’t pre-canned. They are completely customizable to connect with viewers in different contexts. Augmented reality experiences are launched by a trigger which can be created out of almost anything. Whether in a mall, hospital, or public setting, interactive displays can be customized to meet the needs of any marketer. These are just a few of the examples of how experiential marketing technology can be adapted to any setting and marketing message.