As marketing to consumers becomes more complex, companies are required to dig deep into the emotional profiling of consumers and understand the barriers they need to overcome to find the right level of engagement that will drive brand loyalty.
An article published in The Wall Street Journal discusses the primary drivers of word-of-mouth conversations about brands. According to Ed Keller and Brad Fay’s book ‘Why Real Relationships Rule in a Digital Marketplace’, “90% of WOM conversations about brands take place offline, primarily face-to-face”.
An article written by Alan Mitchell featured on Marketing Magazine last week made us think and re-think about the definition of consumer engagement. In his article, entitled ‘The great brand engagement myth’, Mitchell highlights that “every brand wants to engage better with its customers, so why should the ‘e’ word put marketers’ backs up?” 
Experiential marketing is all about giving people a meaningful brand experience that will trigger positive word-of-mouth around your brand. 
We are always talking about thinking outside the box, and the recent collaboration between Reebok and 3D artists Joe and Max is a perfect example of using an experiential, branded campaign to engage consumers in a whole new way! 
In the current marketing environment, the latest developments in technology are becoming more and more recognised, trusted and ultimately implemented into campaigns. 
How are brands building challenging experiences to embrace consumers' adventurous side?
A selection of the most appropriate promotional channels and measurement techniques has a cumulative effect on your campaign results and consumer recall, therefore, choosing the right agencies to represent your brand is key.
Here is another great piece of creativity by Volkswagen in Canada, which is a good example of thinking outside the box to create new elements of brand engagement. 
Consumers are changing the way they listen, research, talk and buy products due to marketing overload, explosion of product choices and from lack of trust. Brands need to work harder than ever to provide the right information and product experiences to enhance the buying decision. 