The Experiential Marketing Revolution-Transforming Consumer Engagement In Every Touchpoint!

For the longest time, advertisements have been the most successful form of marketing. While it is still true, the way it is done today has evolved a lot over the last few years. Customers today research everything about the product that they want to buy; thus, if a brand wants to market something, they need to make sure not only is their campaign informative but also engaging and fun. Fortunately, experiential marketing technology is the solution that helps brands deliver an interactive experience.

What is Experiential Marketing Technology?

Experiential marketing technology is when a brand creates an immersive experience by using different digital tools, hardware, and software. These experiences allow brands to connect with their audience better, as users aren't passively consuming information but get to actively interact with the experience. Technologies like augmented reality (AR), virtual reality (VR), projection mapping, holographic technology, custom IoT solutions, digital twins, and more are often used when developing such experiences.

How Experiential Marketing Offers More Than Traditional Marketing

When it comes to traditional marketing, it is often a one-way communication; as such, the business will put out an ad, post up some flyers, or send emails to potential customers. Now, this technique of marketing is good for a brand to put its product or service out there. However, what it lacks is a means to connect with the customer; as such, a customer may just look at the ad or open the email but continue without looking at its contents and continue with the rest of their day. Thus, it is more effective for users who are already interested in your specific product but often fails to acquire new customers.

When a brand uses experiential marketing technology, it gives customers a way to try out their product or service, turning it into a two-way experience. For example, Lenskart offers Virtual Try-Ons to let their customers try out their glasses. How it works is that the user has to align their face in the marked area of the mobile application or the website. Next, the system recommends glasses that match their face. Now, when the user selects a pair of glasses, they can already see it on their face in the reflection; they can even move their face to check out how the glasses look from different angles. Thus, instead of just seeing an ad of a new range of glasses being available, with this technology, interested buyers can virtually check out the options, and if they like anything, they are more likely to buy it than if they were to just see an ad about them.

It is important to know that both these marketing techniques are interdependent on each other. Traditional marketing makes it easier to reach a larger audience, while experiential marketing gives brands more ways to connect with them. Thus, allowing them to increase sales conversion.

Different Industries that Benefit from Experiential Marketing Technology

Retail

The retail industry has a lot to gain from experiential marketing technology. As seen in the above example of Lenskart's Virtual Try-Ons, users get to try out their products without even entering a physical store. Thus, several other businesses can create similar experiences. For example, Sephora's AR smart mirrors allow its customers to virtually apply makeup. The user would stand in front of the mirror and select different cosmetics like lipstick, eyeshadow, or blush to try. The mirror would then show a reflection of the user with the makeup done. Similarly, they could create virtual assistants to help out clients when a human salesperson isn't available.

Real Estate

Real estate agents can use experiential marketing to help buyers explore a property before its construction even begins. From better visualization to shorter sales cycles, these solutions have a lot of advantages. For example, the salesperson could give buyers 360-degree virtual tours of the flats they are interested in. It would allow them to move the camera and explore each corner of the home in a similar fashion as if they were visiting the site in-person. Such software often has additional features like the ability to switch between different units and towers to help them compare the different units, allowing buyers to finalize the right one for them. Some other features include interior customization, window views, vicinity mapping, and more. All of these solutions ensure that the buyer has a clear understanding of the property. This leads to shorter sales cycles as buyers have fewer doubts and higher lead conversion.

Automotive

The automotive industry benefits from experiential marketing by using technologies like virtual reality (VR) and simulations for showcasing its upcoming or existing vehicles. With the help of VR, an automotive brand could create gamified simulations to let drivers experience what their car would feel like when driving in real life. Since VR uses dedicated hardware like specialized VR headsets, it offers a more immersive experience, which isn't possible with some other technologies like AR or interactive displays. Additionally, after the virtual test drive, the brand could even let the driver customize their car by changing its color, rims, applying or removing spoilers, and more.

In conclusion, when it comes to promoting their products or services, several brands are already using experiential marketing technology and it will only increase in the future as technology improves. These experiences give businesses a means to connect with their audience in a meaningful manner. The customers get to learn about their products by interacting with them and accordingly make purchase decisions. The best part is that these technologies can be used in different industries. However, before a business uses it to promote their product, they should select the right solution that works for them in order to get the most out of their campaign that traditional marketing can't offer. This is where Ink In Caps comes in; we are a MarTech agency that is well-versed in experiential marketing technology. From a custom IoT solution for the launch of the latest Maruti Suzuki Brezza to holographic installations for Jio Hotstar, we have several successful projects to show. Book a demo now, and our team of experts will connect with you, and together we can make your next marketing campaign an experience your audience has never had before.