Guest Times: Experiential marketing trends in 2020

In today’s world, marketers across the board are working towards achieving one sole motive of pleasing the ultimate royalty — the consumers. Experiential marketing is a weapon that plays a key role in keeping the customers engaged and manages their constant change in preferences. The idea aims at leaving an everlasting impression of the brand, on the minds of a company’s target audience. It primarily immerses individuals in live experiences such as events, which urge the buyers to share the same with those around, either online or offline.

These techniques have acquired the foreground as they prove to be wondrous in terms of creating a positive brand image and humanising the same. The curtains of 2019 drew to a close, and industries witnessed a plethora of trends, changing the face of product/service marketing. However, these trends focused on modernising the traditional ways of brand placement, simultaneously enhancing the outcome generated from them. The onset of 2020, noted a transition, wherein experiential marketing is not only improvising, but also adding value to the existing methods. It brought with itself myriad of remarkable ideas and concepts that are bound to create a ground-breaking impact in the sector.

Here are some trends that took over 2019 and are set to leave a mark in 2020:

Trends: 2019

1. Cyber security

The menace caused by hackers and crackers make it very difficult for marketers to establish a secure space wherein consumers can fearlessly avail of goods and services.  They even target the event industry and tend to cause considerable damage. For instance, registration platforms, holding crucial information like credit card data, identity proof, contact details and several others, can get hacked and lead to absolute violation of one’s privacy. Experiential marketing aimed at on-boarding an expert system, which bullet-proofs the Wi-Fi and ensures security.

2. Experiential social media

Social media has become an integral part of modern-day marketing strategy and has become increasingly experiential with its inclusion into the sphere of brand activation.  It is known to draw buyers and potential consumers before, after and during the event. There are multitudes of techniques which can be employed to achieve the same; some of these include encouraging the audience to share pictures, designing key hashtags, capturing live experiences, sharing testimonials and multiple others.

3. Immersive brand pop-ups

Brands have stopped waiting for their target audience to move in their direction, and have started taking the product/services right amidst their customers. Immersive pop-ups tend to build a thoughtful connection between brands and events, subsequently integrating the various passions and interests of buyers across the board.

Trends: 2020

1. Memorable experiences created by 5G

5G is deemed to change the face of the event industry by enabling impactful experiences. It is all set to drive home smoother, superior technology events with the inclusion of holograms, real-time data analysis, high-definition content streaming, improved personalisation and advanced sound effects. Further, it will enable marketers to work with increased efficacy, capacity and speed.

2. Eco-friendly events

With environmental consciousness on the rise, low-waste events are capturing the market space. Its spectrum incorporates safer designs, reusable fabrications, e-ticketing and e-investing. These endeavours help in minimising carbon footprints and harmful releases. Additionally, these are expected to attain buy-in attention not only from brands but also from attendees.

3. Hyper-personalisation

2020 has brought with itself a vivid transition from traditional mass-messaging to absolute personalisation. Brands are focusing on not one but all the touch points, which tend to pique the interests of consumers. The advent of Artificial Intelligence coupled with efficient technology and data connectivity, has made this herculean task possible. Further, with generation Z becoming an essential part of the customer spectrum, it has become of great essence to incorporate personalisation, in order to provide ultimate experiences.

So it is safe to conclude, the curtains of 2019 drew to a close, and industries witnessed a plethora of trends changing the face of product/service marketing. However, these trends focused on modernising the traditional ways of brand placement, simultaneously enhancing the outcome generated from them. The onset of 2020, noted a transition, wherein experiential marketing is not only improvising, but also adding value to the existing methods. It brought with itself myriad of remarkable ideas and concepts which are bound to create a ground-breaking impact in the sector.

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