With Digital-Burnout Among Consumers, Is Experiential Marketing The Answer?
Technology may have become everyone’s best friend and saving grace during the pandemic, but consumers are beginning to experience serious burnout from excessive screen time. For the most part, companies were able to adjust to accommodate consumers while maintaining business and good health. However, people are growing more and more comfortable with heading out into their communities and to higher-capacity events as vaccination numbers rise and COVID-19 case counts fall.
Digital marketing is a lucrative and impactful tactic, but as the itch for experiences and socializing grows stronger, companies may want to blend their technology-driven marketing efforts into experiential marketing. Though maintaining a strong technological focus for their marketing efforts is essential, now might be a better time to lead consumers into more personalized experiential marketing events. With digital burnout fresh on people’s minds, we’re all a bit overdue for more real-life experiences.
Pros and Cons of Experiential Marketing
Paying attention and understanding consumer trends will assist companies with developing the best marketing plans. The digital age isn’t going anywhere but forward, so the same should occur with digital marketing efforts — but understanding that consumers are inching toward digital burnout is imperative to a company’s future marketing plan. Companies should focus on keeping consumers engaged without overwhelming them. That’s where experiential marketing comes in — and, like anything else, there will be effective and ineffective efforts.
Experiential marketing should bring people together for something consumers may share a common interest in, especially something people are excited about and haven’t been able to do for a long time. Experiences grant consumers a positive association with a company’s brand, which is especially advantageous for companies early in the “back to normal” process.
Consumers are more likely to hold onto the positive memories and emotions they experienced with a brand. When making future purchases or choices in service, they’ll be guided by their emotions with the company. Through personalized experiences, brand awareness and customer interaction can be significantly impacted for the better.
On the flip side, customers might not be ready for experiential marketing yet. Though many people are growing more comfortable in larger crowds, many are still nervous about socializing again. Turnout might be lower than anticipated. You should also consider that some communities may still have strict, specific policies and guidelines to follow as we continue to combat COVID, whereas other communities may be a lot more lenient.
Additionally, experiential marketing can be more expensive and require more hands on deck; many companies may not have the proper funds or bandwidth to develop a massive experience. The best thing to keep in mind is that it’s not impossible to create an experience that’s enjoyable and within budget, without overworking your employees.
The world right now is in a constant state of adaptation. Some companies are focusing on staying safer by continuing to provide a digital-based experience for consumers, while others are jumping on the opportunity to meet consumers’ social desires. Learn to listen to your consumers and target audience. If they’re eager to get outdoors and experience the product or service you offer in a different way, then devise an experience for them. Learn from your experiments and from other companies. Adaptation is key, especially when looking to your consumers for clues in these unpredictable times.