Companies are betting more on experiential marketing
Better to live than say it: c’is l’Essence of experiential marketing. Instead of selling something to consumers and’try to convince them to’a reality or’a principle, they discover it themselves by living it.
What’is experiential marketing
Experiential marketing also has greater potential in terms of’attractiveness and greater power to’attraction to entice consumers to share this information. In d’other words, it is much easier for consumers to talk about the brand and what’they just live on social media or d’a more “human” way with their friends and acquaintances’they live one of those experiences that s’they simply receive the message in question as a traditional advertisement. In a market where companies are finding it increasingly difficult to attract’attention of their consumers, c’is too valuable an asset to pass up.
He does’is therefore not surprising to discover that experiential marketing is increasingly popular and that brands are giving it more and more weight in their budgets, being already crucial in all areas. B2C L brands’already used in a remarkable way, but the B2B brands also begin to do so.
B2B market data
On the B2B market, the data is clear: companies are increasingly on this type of’action, as a study of the’Agencyea. According to data obtained, 67% of marketing managers in’B2B company provide for’Increase experiential marketing budgets over the next 18 months, which surpasses the data obtained’last year.
Eighty-two percent of interviewed people also think that bringing together events and experiences and giving them weight in sales and marketing will become the key to the success of their campaigns, even S’It is still too difficult to prove the king of these actions.
Specifically, respondents believe that the experiential marketing budget will increase by 24% over the future period analyzed by the’study.
But, as they recall in the conclusions of the’study, the whole mountain n’is not from’oregano. To get results, you’you don’t need’use this marketing tool simply because’it’s fashionable and you’don’t have to get carried away with what other people are doing. You have to understand what it will bring to the’company and also who the target audience is, in order to describe what is being’be done.
Not just business
But the truth is that the experiential marketing does not only develop in the enterprise market. In the consumer market, where it has been operating successfully for some time, it is also experiencing an upward trend. A British study, the Bellwether Report of the’IPA, note that’in the last quarter of 2018, budgets in this area increased overall by 5.5%.
And all of this data is very much in line with what analysts have been pointing out for some time now. A study carried out in 2017 has already highlighted the power of experiences: marketers then stressed that’They’were waiting to devote 50 % of their marketing budget to the’brand experience.
One in three OCMs then indicated that’She was going to end up allocating between 21 and 50 % to experiential actions in some areas, which will affect an audience more fragmented than ever and more difficult to reach. Ninety percent of marketing specialists were D’notice that these experiences have generated a stronger commitment and a better connection with the brand.