If you want to achieve a privileged position in the market and build long-lasting relationships with users, you need to focus on selling captivating experiences and not just products or services. This, precisely, is the philosophy of Experiential Marketing.
Juan Andres Corrales
Sep 28, 20 | 10 min read
What is experiential marketing?
Reading time: 8 minutes
This marketing concept and approach puts the customer or user and their emotions and perceptions at the center, leaving the commercial offer and even the brand itself in the background.
Although at first glance it may seem like an intangible and “romantic” element, the truth is that it has a great impact on commercial processes, branding and the success of brands in today’s competitive markets.
For this reason, in this post we will explain in depth what Experience Marketing is, what makes it so valuable, how it is oriented to the digital plane and what are the keys to performing it successfully, while we will also show you emblematic examples of the good application of this philosophy.
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What is Experiential Marketing
It is an elementary practice of customer-oriented marketing , which, as its name reflects, focuses on creating experiences that allow connecting with the user in a creative, deep and emotional way , for the purposes of attraction, conversion and retention .
Through the experiences and emotions list of marshall islands consumer email provided, brands are able to strengthen ties with people and promote a higher level of commitment.
It is important to clarify that Experiential Marketing is a purely perceptive, emotional and sensorial concept, so we cannot confuse it with elements such as Brand Experience or Customer Experience , and much less with the purchasing experience .
These are factors that encourage satisfaction at specific moments in the customer’s journey or in daily interaction with the brand, but they do not focus entirely on generating tangible, emotional and memorable experiences, as Experiential Marketing does.
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Why is Experiential Marketing so valuable?
So, taking into account the characteristics and approaches of Experiential Marketing, we can say that it provides the following benefits:
Greater chances of conversion
By improving the user experience and evoking their feelings through Experiential Marketing, they are much more likely to make a favorable purchasing decision .
Creating lasting relationships
Attracting clients is not the only purpose of this practice, but it goes much further and seeks to build long-lasting and sustainable relationships .
This allows us to affirm, without fear of being wrong, that Experiential Marketing is a powerful strategy for customer loyalty and retention .
Building brand ambassadors
Providing compelling, engaging experiences helps streamline touchpoints and eliminate friction, while, as you know, strengthening relationships.
This shows that Experiential Marketing can help
create brand ambassadors who recommend the brand and collaborate to achieve the desired level of Brand Awareness organically.
What has been said so far is a clear example improve the user experience on your website of the power of this marketing practice for brand exposure and positioning , and even for the viability of the business itself.
The role of the digital world in Experiential Marketing
Interactive spaces in city streets , events, large panels… classically, Experiential Marketing has been based on the physical or in-person plane.
Although these practices are still in force, the truth is that Digital Transformation has led us to a reality in which, on their own, they are no longer sufficient.
Today, it is necessary to allocate most of the resources and efforts to promote emotional and captivating experiences in the digital world and the web, since it is a new global market in which consumers are always active.
But how does this Marketing philosophy operate in the digital universe? It is undoubtedly a complex, diverse and broad process, consisting of different pillars adb directory and experiential windows, such as: