Before the birth of the very first social media channels, back when the internet was still young, people were already talking to the world-wide-web to share their personal opinions, thoughts, and experiences on everything from the latest product, to what they made for dinner the night before.
This use of the online world as a way to connect and communicate with others, is what has given rise to the use of social media, content marketing, and experiential marketing strategies by brands and their agencies across the world. Today, everyone is trying to take advantage of humanity’s tendency to overshare.
Experiential is More Popular than Ever
According to a study recently conducted by EventTrack, the practice of experiential marketing has become the most important, and most popular solution for most brands when it comes to accessing new and exciting ways to engage and attract new and existing audiences.
The research found that:
- Over three quarters of the brands surveyed (77%) preferred to use content from live events and experiences across their social network as part of their marketing strategy.
- Around 32% of marketers are currently using consumer-cultivated content over their own brand-created content for above-the-line campaigns.
- At live events, around 98% of consumers can be relied up to capture content and share it across social media profiles.
So what does this mean for the future of experiential marketing, and the brands that use it?
Your Customers Are More Valuable than Ever
In simple terms, the research conducted by EventTrack indicates that consumers are no longer just important when it comes to establishing and raising profit lines – they’re also some of your most valuable marketing resources.
By conducting experiential marketing events, companies can avoid the stress and expense associated with traditional forms of advertising, that might include the use of expensive advertisements and billboards, and instead rely on their consumers to do the hard work for them.
Build an experience, and your customers are bound to share it for you – taking some of the pressure off your company when it comes to raising awareness and brand engagement.
Through experiential marketing, you can rely on your audience to provide you with all of the content you need to provide stories that your consumers are more likely to engage with on a personal level.
It’s no wonder that brands across the world are constantly looking for new and exciting ways to use experience-based marketing as part of their overall campaign.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
